The Research Of Customization Handset Integrated Marketing The New China Unicom On Strategic In "3G" Periord

May 24, 2008, along with the 3rd round of telecom industry restructuring and the "3G" licenses promulgated. It marked that our country into the "3G" communications industry. "3G" mobile communication products will be based on high-speed mobile bandwidth technology, provide more value-added services of data products. From the view of abroad "3G" specific operational experience ,business operations of the mobile data industry chain will become more complicated,.Relying on the resources and different levels of integration in-depth customization business, different countries at different competition situations,led the "3G" business development. However, from the point of the competition status the New Unicom faced to deal with, the relatively limited resources, lack of competitive in marketing tools, the level of organization and management be improved. So The New China Unicom,for a rainy day,should Summarize development experience and lessons learned before the starding of "3G" marketing, combine with the current "3G" development opportunities, explore their own business developmen of fiting out "3G" marketing will be a important practical significance.This paper is presented in the position of the domestic mobile operators and from the view of strategy managers. Trying to make the proposed strategy scientific and practical, on one hand, the dissertation is guided by means of research such as theoretical analysis, comparative analysis,internal interview and Other qualitative research approaches. On the other hand, the integrated use of the theory of marketing,integrated marketing, factor analysis ,the opinion of competitive strategy and competitive advantage,etc.In the logical structure, firstly the dissertation gives the theoretical overview, and then combines the main marketing theory, integrated marketing theory and its development results at home and abroad. Secondly Followed overall grasping by the adoption of the mobile communications market environmen which the new china unicorn involed, combining the opportunities and challenges that The New China Unicom is likely to face should be put forward to deal with in participating the competitive market . From this point of view, In combination of the the specific customization handset modalities operated by international telecom opertators, There will be a integrated marketin mearues based on customization handset have been carried out in face of marketing competition. Finally, according to customized integrated marketing purposes, principles, marketing strategy those designed for China Unicom, customized integrated marketing organizational structure, staffing and business processes designed to fit The New China Unicom are brought forword.,and also the implementation of specific recommendations and strategies the continual study are raised.