A Study On The Individual Consumer 3G Market Development For Shanghai Unicom

China has being entered 3G era after telecom industry has finished recombining and three operators has got their 3G license, Shang Hai Unicom, as one of Shanghai mobile communication market operators, also grasped the new chance and tried to avoid the weakness market position, and make the company continue healthily development by implementing the breakthrough both users and incomeIn this thesis, the study focused on the external and internal environment Shanghai Unicom facing to, the resource and capacity of 3G traffics development Shanghai Unicom holding, and also deeply study on the users' demand,the status of the industrial competition and the development trend and relative industry chain cooperation model and so on.Based on above studying, did the planning on the 3G traffic of Shanghai Unicom and put forward relative the methods in order to help the Shanghai Unicom to develop 3 G traffic.This thesis divided into four parts, the first part:prolegomenon, which introduced the background,the signification,method and theory foundation and so on;The second part:Environment studying, which used PEST method to study on the macro-environment Shanghai Unicom facing to and did the prediction on the environment 3G traffic development facing to, after that, used SWOT to study the competition environment of the Shanghai communication market and got out the strategy combination matrix; then study on the shanghai consumer subsection based on the client value dimensionality and got the five client subsection marketsThe third part:Marketing Scheme drawing out, which study on the goal client group including the goal client group selected, based on this, used marketing 4Ps theoryto draw out the marketing policy according to shanghai Unicom 3G commercial operating, drew up the policy on the product combination diversity and difference pricing, put forward suggestion on the coordinating distribution channel and effective sales promotion.The fourth part:the thesis gave the some suggestion such as in order to 3G traffic developing successfully, shanghai Unicom must do some essential preparing works:the evaluation on the new traffic time to market,client experience management and the role redefining of operator in value chain and did well organization guarantee.