Study On Integrated Marketing Strategic In China Based On 3G Product For ALU

The third re-organized in the China telecom take the great evolution in 2008. Six operators was combined to three which all are state-owned business : China Mobile,China Telecom,China Unicom. All of them could deal in all kinds of telecom operation which include: mobile, fixed-net, broadband etc. The three operators launch building the 3G network to occupy the mobile telecom market which have a good profit and development.3G technology has developed eight years overseas and will apply in China soon.The telecom change also break the balance about the industry chain and the equipment vendor. It's very important to clarity how to develop in the future for all vendors."3G" by the word contains great business opportunities around the world, and make the major communications equipment giant has been in China for 3G for several years. It's important strategy how to get the advantage in this market and get the more market in China.The analysis of 3G Integrated Marketing Communication is More Realistic Significance.3G, full name is the third Generation.It's a new mobile telecom system. The first generation of analog communication technology (1G) which build in 1995 in China and second-generation digital communication technology (2G) start application in 1997 that can receive the data ,mail and web refresh. GSM/CDMA are the mainstream technology.The main difference from the 3G and 1G&2G is the higher speed in voice and data.It's could deal with most of media.This text firstly analyzes the marketing strategic environment of the 3G product of the ALU company. The thesis analyzes external environment around the company, such as macroscopic economic situation, professional competitors' condition and PEST, etc.And furthermore, we analyzes internal environment for 3G product marketing, such as marketing strategy and five force model to get conclusion of ALU company's benefit. This text still builds up the resource and capactiy of the 3G product of the ALU according to VRIO analysis. At first, we analyze overall marketing resource in accordance with VRIO model, which is (1), Value; (2), Rarity; (3), Imitability; (4), Organization. With value chain establishment, we analyze ALU company's core competence and compare the competence with other competitors. After these analyses, we find out some methods to improve ALU company marketing strategy and get VRIO of ALU. After analyzing product line, customer integrated, channel and strengthening brand, we find out the issues of ALU company marketing strategy. Based on these analyses and combined with ALU company marketing target, we get 3G product of ALU company's marketing position and marketing competition with other competitors. Finally, integrated marketing management is the best method for ALU company to promote marketing sharing.In the text, the author chooses scientific method to analyze and solve practical problems based on the application of management theory. At first, after analyzing compete environment of 3G product, monopolistic competition status has been conclude. Second, after analyzing resource and capacity, characteristic of ALU company's resource and capacity has been drew a conclusion. Finally, we get IMC stratey for ALU company to improve his marketing sharing. Furthermore, based on the text, next plan to research has been identified.