China Telecom 3G Phone Marketing Strategy Research

3G Mobile phone terminals has been an important bottleneck for a long time in the 3G development both in China and abroad. In China, with the commercialization of 3G, how to make 2G Mobile phone users smoothly replace the terminals to become 3G users, and how to make rich data services realized in 3G mobile phone terminals so we can enter 3G era comprehensively will be the key issues need to be solved by China's three major operators in the 3G era. Therefore, as the leader of 3G industry chain, telecom operators in particularly must be involved in the marketing system of 3G mobile phone and play as leading roles. To analyze and research the 3G mobile phone industry chain and the behaviors of 3G users. China Telecom, one of the three domestic telecom operators was chosen as an study entry point This artical is using a practical point of view to analyze the macro-environment and micro-environment of China Telecom 3G mobile phone industry development, and aims to develop a feasible marketing strategy for China Telecom in 3G era and make it possible for China Telecom to successfully operate CDMA network and realize the healthy development of 3G mobile phone terminals.The main contents of this article can be summarized as follows. Firstly, it describes the development process of 3G both in China and abroad, and the development status of 3G mobile phone terminals in China; Secondly it analyzes the macro-environment and micro-environment of China Telecom 3G mobile phone industry development and provides profound analysis of 3G mobile phone industry chain and the requirement of 3G phone consumers. Based on this analysis, it develops the marketing strategy of 3G mobile phone for China Telecom, including product strategy, price strategy, channel strategy and promotion strategy.The main research result of this article can be summarized as follows. Firstly, with the introduction of 3G development situations in China and the analysis of 3G mobile phone industry chains and the consumer requirement, it reaches the conclusion that China Telecom must lead the overall development of 3G mobile phone industry chains and further involved in the 3G phone terminals marketing by means of further strengthen the central purchasing and terminals subsidies efforts, reducing the prices of terminal products, and satisfying the variety of customer purchasing requirements. At the same time, China Telecom should guide the product layout of 3G mobile pone manufacturers, cooperate with those manufacturers to improve the research and production of 3G smart phone and support the variety of applications of 3G. Thirdly, new sales channels should be developed, and with the improvement of operators'sales channels, the terminal sales channels should be enriched, such as making strategic cooperation with large chains. Fourthly, the media concerned should increase their coverage and further deepen the customer awareness of all Telecom business service operations and TianYi 3G products.