Research On Marketing Strategy Of 3rd Generation Business Of Dalian Unicom

Mobile services are the future development direction of the communications market, and the era of 3G communications has arrived.3G policy of the Chinese government not only has far-reaching impact on the communications operators and upstream and downstream of the industrial chain, but also will profoundly change the habits of the means of communication used by the public. As first-tier city's dominant telecom operator, Dalian Unicom Company is located in Dalian. The trend that the fixed-line telephone service is substituted by mobile service is becoming more and more evident. The significance that our company has obtained the license of 3G mobile services is not only the application of new technologies, and the greater significance is the development of mobile communications services. The success of 3G services is directly related to the company the next three to five years in the communications market.This paper is based on the status quo characteristics of 3G business development of Dalian Unicom; focus on the current 3G technology, market competition analysis. Regarding the marketing theory as a starting point, this paper starts with analyzing the macro environment and the competitive environment; introduces competency model of Michael·Porter; in-depth summarizes internal resources and the situation of its capacity of Dalian Unicom; comprehensively analyzes the market environment of 3G services of Dalian Unicom. By applying SWOT analysis tool, this paper points out the existed problems and confronted challenges in the development of the 3G services of Dalian Unicom so as to explore ways to enhance the competitiveness of the future 3G services of Dalian Unicom, and to improve the operation of ARPU value. This paper illustrates the target market that should be taken by Dalian Unicom and its orientation in development of 3G services, and the marketing strategy results from the angel of 4P marketing mix strategy so as to face with the new opportunities and challenges.This paper is divided into five parts, first proposed 3G business development in Dalian China Unicom faced the challenge of a critical period, followed by Dalian, China Unicom, respectively, the external environment analysis, and target market analysis, the final conclusions should be taken to Dalian, China Unicorn's 3G services marketing mix strategy.