Study On The Campus Market Tactics Of China Unicom-Jiangsu Branch Under The 3G Innovative Environment

As the third generation communication technology coming into use, market growth of mobile communication is tending to go back to track. Introduction of the 3G reverses the falling growth rate, offsets the descending Average Revenue Per User(ARPU) of traditional services. It is undoubtedly the technical innovation will increase the fierce competition leading to various marketing breakthrough. It's important for Telecommunication Operator to improve market penetration rate as well as design more communication products to raise ARPU and attract newcomers. Students, as a group who has enormous consuming potential are the targets of 3G services. For the attractive prospect of the group, all of the operators are fighting for the submarket. There are abundant studies in particular academia and business sector, but mostly focus on part of marketing instruments. Based on the background, the thesis integrates the influence of 3G technology and market environment, analyses market structure, strength but also weakness. Conditioned by consumer behavior of students, the study differentiates the targets by cluster analysis for making reasonable tactics and meeting demands of diverse students. By doing the study, for one thing provides China Unicom-JiangSu Branch with some advices for the coming new years, for another would be helpful for the following researches.