| The third-generation (3G) is the shortened form of the third-generation communication system, and its central character is that it can supply high-speed data service. MIIT (Ministry of Industry and Information Technology ) send out the 3G license for China Mobile, China Telecom, and China Unicom in July 1, 2009, which means that our nation go to 3G time formally. China Telecom put out mobile service brand named"Tianyi"after it purchase the CDMA service of China Unicom, so it transforms into full service provider. As the branch setup of China Telecom in Jilin, Jilin Telecom take charge of building and promote every service in Jilin province. So there are some desiderated works, such as how to make the marketing strategies for 3G service and promote it in Jilin, in order to possess the share in Jilin communication market. Of course, this is the problem that our research wants to solve.The core content of marketing theory is 4Ps, including product, price, place and promotion. This research based on marketing and other related theories, especially Porter's competition theory. Firstly, we analyze the macro-environment and micro-environment. And then we offer the tactics for 3G service.The number of communication service providers in Jilin has change into three, including Jilin Mobile, Jilin Unicom, and Jilin Telecom through the recombination in 2008. The previous Jilin Mobile was dominant, and it has 14 million customers in Jilin province, which is 56 percent of Jilin communication market. And its enormous numbers of customers is the basic of improving its 3G service. After purchasing China Tietong, it can provide and promote the services such as fixed bandwidth and fixed line phone. The previous China Unicom turns into a new company after splitting and recombining, and its customers includes GSM customers of previous China Unicom, fixed line phone customers and PHS(Personal access System) customers of previous China Netcom and ADSL customers. The total number is 10 million, and it is 40 percent of Jilin communication market. Jilin Telecom takes over the CDMA network of previous Jilin Unicom which has 1.5 million customers, and it is 6 percent of Jilin communication market. So it is comparatively weak.Obviously, Jilin communication market is monopolized by Jilin Mobile and Jilin Unicom. Although the number of customer and income of Jilin Mobile is more than Jilin Unicom's, Jilin Unicom has more fixed net resource and mobile net resource through this recombination in communication industry. And it can confront with Jilin Mobile because its personnel and place are all improved. Therefore in the intense competition, Jilin Mobile'advantage is its network and brand which are accumulated in these years, and Jilin Unicom's is fuse of fixed network and mobile network. And Jilin Telecom is a small service provider, so we can believe it is a new entrant and follower in the market. It should know there is high the potential profit in 3G market, and there are also high risk.This research point out the development tactic of 3G service for Jilin Telecom on the base of analysis upward. We will explain in detail as following:1. choice of target marketThe earlier target market of Jilin Telecom should be focus on top market, fashion customer market, student market and rural market, specially student market which is the top market tomorrow.2. positioningThe positioning of the company can be display through four aspects: eximious quality, reasonable price, satisfactational service and new concept. Jilin Telecom's 3G service should be different in these aspects. Therefore, its basic positioning is high quality of the network, excellent service quality and lower price. At the same time we should publicize the multimedia characteristic of 3G network, and stand out the advantage in the fuse of fixed network and mobile network.Of course, Jilin Telecom should make different competitional tactics in different stages based on its service tenet(customer is most significant, and provide service by heart).This research offers these marketing tactics as following in allusion to the development tactics of Jilin Telecom's service.1. confirming the product and price of 3GIn the 3G service, the EVDO services Jilin Telecom mostly promoting including non-line net, movies of mobile telephone, Tianyi LIVE, love music, 189 email, mobile number know-all, integrational official,and non-line global eye. The focus of 3G is increment service, so we should bind the voice communication and increment service by using disguised form of price tactics, in order to improve customers'cognition to 3G service and cultivate customers'using habit. At the same time it can provide customer to subsequent increment, and to be the base of improving customer ARPU. 2.comfirming the allowance policy of 3G terminalWe should be strict with the allowance policy, pattern, and the allowance percentage, and promote terminal token. The following context are the detail methods.(1)Terminal token has regular sum of money, and the criterion is 50 RMB or its integral times, for example, 100 RMB, 150 RMB, 200 RMB and so on.(2) The criterion of token is on the base of customers'promising consumption each month, and the allowance percentage isn't more than 30 percent of customer's promising consumption each month. At the same time we stipulate that the number of allowance token given customers using Tianyi in one or two years can't exceed 1000 RMB or 2000 RMB.(2)The antecedent condition of providing token are: firstly, promising the low consumption in each month; secondly, signing the network agreement; thirdly, pre-keep not less than 1.5 times of promising consumption.(3)pre-keep telephone bill should be return to customers by month.3. making promotional tactics for 3G service(1) publicizing tacticWe should focus product and price when design the advertisement of 3G service, and give up conceptual advertisement about 3G. At the same time, we should do marketing in term of customers'consumption habits by short message or telephone aimed at the customers whose using number of data service and increment service is great.(2) promotional tacticThe company can adopt some tactics at the aspect of experience promotion and network promotion so that we will improve the awareness of Jilin Telecom's 3G service and attract the customers. |
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