| Currently 3G network construction in the world enter the rapid development stage. Commercial networks increase rapidly and business models also tend to mature with an endless stream of new applications.As China's telecommunications business reorganization and the issuance of 3G licenses, China's telecom industry has formally entered a 3G era.Telecom operators in the industry chain, play a very important role. They can go to integrate all aspects of resources to mobile users with rich, colorful, attractive 3G applications, thereby contributing to the rapid development of 3G in China.SC Telecom is the main telecommunications enterprises in SC Province. As a full-service telecom operators after 3G licenses issued, SC Telecom will play a more important role in promoting economic development, improvement of people's production and lifestyle, improving work efficiency arid quality of life.Mobile and Unicom have many years of experience in mobile competition.It's a challenging task for SC telecom to grasping opportunities for development, extending wireline and broadband operation superiority to the entire business operations, establishing a telecom mobile services brand.This paper intends to analysis of SC telecom competitive environment, thus put forward some implemented recommendations for development. The following text is divided into four sections.1. Analysis of 3G market development background.This chapter is base of the full articles.Through business background analysis,3G technology analysis, analysis of development of 3G at home and abroad, this paper will provide experience of 3G development for SC telecom.2. Analysis of 3G Market Environment.The chapter began to analyse macroeconomic environment, competition pattern and the re-development of 3G industry driving forces in depth.This chapter analyzes voice business is the basis of 3G. High-speed mobile data services and multimedia value-added services will become the direction of China's development of 3G services. The chapter concludes that the four factors that affect profitability.3. Analysis of 3G market segmentation and brand strategy.This chapter identifies market segmentation model, and made a different customer base development strategy. With the basis of theoretical analysis of marketing and comparison of the three 3G brand, this chapter proposed the building of SC telecommunications brand marketing ideas, which can be implemented from brand building, brand transformation, brand planning, brand strategy, brand design, brand communication.SC telecommunications brand can be spread through the media, events, word of mouth, etc.4. Analysis of 3G services'marketing mix strategy for SC Telecom.This is the focus of this article.Tianyi brand can be established and spread through four dimensions which are marketing strategy, product and pricing strategy, channel strategy, service strategy.They are necessary ways to promote 3G services which are insisting on full-service operations promotional strategies, providing customer satisfaction services and the establishment of a sound channel system.5. Analysis of 3G value chain strategy. This is the end and sublimation of this paper.It's not only to bring the operator's revenue to developmenting 3G telecom services.It's more important to achieve multi-win-win results through creating the industry value chain.The main contribution of this paper lies in determining the development of SC telecommunications brand marketing ideas via the methods of theoretical analysis of marketing and analysis of competitive environment.This paper put forward four specific strategies of marketing which are brand strategy, pricing strategy, channel strategy, service strategy.It's not only to bring the operator's revenue to developmenting 3G telecom services.It's more important to achieve multi-win-win results through creating the industry value chain.This paper will have positive theoretical and practical significance on 3G marketing of SC telecom. |
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