Study On The Mobile Broadband Marketing Strategy For JILIN Telecom In The 3rd Generation

Telecom Reorganization and the completion of 3G licenses mark that carriers began to mobile data services from traditional voice services for strategic transformation. With the mobile broadband business development, whether market demand or technology evolution are subject to the attention of the major operators, who have mobile broadband services as a strategic transformation of key business in the whole era of business competition, to seek new breakthroughs. Therefore, the mobile broadband market has long been the monopoly by one technology or one company will be completely broken; the market competition becomes increasingly fierce. Since China entered the 3G era, all that we need to solve many problems, but there is no successful experience of foreign operators to follow, the major carriers are exploring ahead. As a restructured telecommunications company in Jilin Province of China Telecom Group (hereinafter referred to Jilin Telecom) in any other carriers to compete, the overall market operations have no advantage. In order to get rid of this unfavorable situation, a bright spot for business growth and achieve rapid and stable development of enterprises, but also would like to use mobile broadband to effectively drive this huge market of users and revenue growth, offset the trend of decline in traditional business, the economic benefits of a good harvest. Although Jilin Telecom took over the C network service from Jilin Unicom, the scale is still, but the mobile broadband business development gradually exposed. So, what are causes that the amount of the mobile broadband market in Jilin Province will not be open in the end? What are the factors that affect consumer demand and buying behavior? What measures and methods can take to change the status quo of Jilin Telecom's business? These are the need to explore and research issues.Mobile broadband in all the theoretical literature, for mobile broadband technology development and applied research are many, but for the operation of the mobile broadband market, still very little literature. How to Jilin Telecom characteristics and advantages of their own enterprises, enhance the overall level of mobile broadband services in Jilin Telecom in 3G era to face the problems and concerns.Mobile broadband services from the market status and development prospects of the industry allow us a deep understanding of the development. As a mobile broadband Internet access, have own unique advantages and limitations. From the three operators can be seen with the standard, although the technical specifications on the different, but the actual application or convergence, which means that the user's choice is more broad. But carriers in the treatment of changes in user demand response was varied, the major cause the market embodies dissatisfied with the quality of the network, tariff policy not attractive, imperfect channel construction, industry chain is not complete and brand promotion are not in place conflicts and therefore operators from their own business infrastructure and business model to start, tap root of the problem, clear obstacles to development, to comprehensively grasp the development trend of mobile broadband services.Analysis on the development of Jilin Telecom mobile broadband services of three factors: the competitive environment, market segments and marketing strategies. Factors for the competitive environment, competitive analysis obtained by internal competition from the industry and buyers bargaining power of both heavy and then on the mobile broadband service Jilin Telecom SWOT analysis of the more obvious, as per capita income and consumption level of Jilin Province, is limited and low-cost carriers have taken the form of competition, market competition environment is not satisfactory. Mobile broadband market demand for this research was very important in order to access needs, application requirements and the need for R & D standpoint, focusing on three major customers separately from the user needs analysis, derived factors affect individual customer needs and career structure personal income; main factors affect the family customer consumption habits and motivation; impact of government-enterprise customer demand factor is firm size and information management, through the above results can have a good understanding of market needs.Factors in the research market segments found in the original way are by sub-region, while whether the target crude ore. Therefore re-classified according to three major customers was very important, and then after the second stage to form sub-10 market segment. But the target selection can not have access to all markets; we must be emphasized, in accordance with the core markets, key markets and selected secondary markets progressively. According to mobile broadband products in the market overall strategic positioning, from the prospective target market, operators and suppliers competing for the three development models developed Jilin Telecom.Jilin Telecom mobile broadband services for the marketing mix strategy factors put forward to the quality of core services as a fundamental principle. From their own products, additional products, package design, and payment method type four comprehensive, customer base, market segments by focusing on three different categories to develop combination products and packages based on existing tariff conflicts exist, and defects, the problem, proposes three improvements, a more flexible pricing to attract users, not sound as channel construction products, serving not clear restrict the communication between enterprises and users, According to Five Principles channel construction, re-carding channels , together with three customers were each channel refinement, clear responsibilities of all channels and development objectives; take into account the original promotion strategy is too simple, too much reliance on traditional promotions, not only the result is not satisfactory and a huge input costs. According to the current user to change the way to receive information, to rely on the Internet, focused on public opinion and mail advertising and other new media outreach, a way to be tied to the main terminal, make full use of the Internet in this market demand, the appropriate combination of conventional special incentives and let promotion so, this push-pull as the way to better address the lack of promotion.In the present Government has been vigorously promoting the regional economic development period, information technology has become an important pillar. Mobile broadband market continued to succeed in rapidly developed, becoming Jilin Telecom's strategic or product, the need to understand the various factors that restrain the development, remove all obstacles, additional stand to think the consumer problems in the full Based on market research, digging depth of product value and the market for real meeting point, so mobile broadband service virtuous cycle of development. The Jilin Telecom also needs to explore the 3G era business model, and establish a consumer-centered marketing ideas and modern management mechanism. The only way is to gradually enhance the brand of mobile broadband products, and market size, rapid growth through the end to achieve the development of Jilin Telecom.