Study Of TD-SCDMA Product Marketing In Qinhuangdao Mobile Communication CO.,LTD

January 7,2009, the Ministry of Industry and Information Technology announced the approval of China Mobile Communications Corporation to increase based on TD-SCDMA technology standard for third generation mobile communication (3G) business license, China Telecom will increase the standard of the 3G technology based on CDMA2000 business license, China Network Communications Group Corporation to increase the joint technical standard WCDMA-based 3G business licenses. Three kinds of 3G standard in China, competing against China to become an international 3G is undoubtedly the main battlefield of World War. CDMA2000 and WCDMA with international between the two formats to catch on the close fight is different from China's 3G battlefield adds to the TD-SCDMA, and by the world's largest mobile communication operator-China Mobile to build operations, which adds to this 3G World War suspense.But only in a few months before issuing 3G licenses, China's telecom industry has just completed the reorganization of the operator. China Railway Communication merged into China Mobile, China Telecom bought China Unicom CDMA network, China Unicom's GSM network and China Netcom to set up new merger. Reorganization is completed, China's telecom industry to form a new mobile, new Telecom and China Unicom the three pillars of the new competitive situation. After the telecom reorganization, the mobile communications market from two rivals into a considerable strength of 3, intense competition in the market no longer suspense, although the three major carriers have made it clear through the integration of networking, with "no change in their number, but no change in cards, non-registration "policy to promote the users a smooth migration from 2G to 3G, but this does not reduce the antagonism between them.TD-SCDMA as a hundred years in the history of China's telecommunications industry, the first one with independent intellectual property rights 3G international standard, is an important milestone in China's independent innovation. As the world's first commercial TD-SCDMA network construction operators, China Mobile must quickly build a new network, the formation of a new industrial chain, and protect the existing 2G network users quality of service, in addition, how to promote TD-SCDMA, marketing, the rapid expansion of the number of 3G customers and maintain a leading 3G service has also become placed in front of the huge task of China Mobile. Qinhuangdao Mobile as the first batch of eight pilot cities TD-SCDMA mobile subsidiary, are also facing the city-level branches than other places even greater pressure on, in the TD-SCDMA network construction and marketing, there has been no direct reference to the experience of and therefore it is imperative to develop TD by studying marketing programs.In this paper, strategic management, marketing as a theoretical basis, using five force model analysis, SWOT analysis and other means, described TD-SCDMA in China's development status and business development trends, market capacity and Qinhuangdao 3G mobile TD before the marketing strategy, which must be carried out to explore and make use of the relevant theoretical knowledge of the Qinhuangdao mobile service marketing strategic positioning and implementation of the so-depth analysis and study, through investigation and research, enterprise reporting, query and other channels to obtain first-hand data and information, and in Qinhuangdao mobile companies a marketing project implementation. Finally, China Mobile won the 3G competition were proposed. Strategy and tactics in this article general, TD and TD-SCDMA general.