Study On Terminal Customization Mode Marketing Strategy In 3G Ages

3G not only brings in the changes of technology and the reform of the service but most importantly it represents the great changes of industrial patterns and game rules. In the impending approach of 3G times, it is the capability of the operators'highly integrated industrial chain that determines the development conditions of the 3G business. Terminal becomes the attention focus for operators as core of industrial chain. China Mobile is the only one that can burden the flag of TD. At present, our technology can't take advantages over other fields, so it is very important for us to do well in Terminal Customization in 3G business. We should broaden our 3G business in order to keep our main position.This research paper begins with the study of the background, the purpose and the meaning of 3G business. Firstly, it mainly focus on the theory of terminal customization, giving a definition to terminal customization, sorting it according to the rules of terminal customization, and analyzing its necessity and feasibility.Secondly, we study the effect that terminal customization brings to 3G business, analyze the features and functions of 3G terminal, and study the changes of 3G terminal operation mode. Finally we come to know the situation of 3G terminal customization.Thirdly, we copy the model of NTT, DOCOMO and KDDI in Japan, SKT in Korea and VERIZON in America, analyzing the foreign operators' terminal customization, combining our present situation. As a result, we come up with the domestic operators'terminal customization marketing status quo and the currently existing problem analysis.Finally, the mainly content of the text is the deep study of the advantages and the disadvantages of China Mobile's 3G terminal, including some chances and challenges.We also put forward strategic suggestions of 3G terminal customization marketing.