A Study On Value-Added Service And Marketing Strategy In China Unicom In The 3G Epoch

With the 3G technology applied in the official commercial areas as a new technology,3G market has experienced a process of emerging and rapid expansion in the past year. After a fierce competition in such a 3G market, a new pattern has been formed with China Mobile taking its lead. As a new comer, China Telecom obtained more clients by active marketing strategy. China Unicom abandoned the traditional price strategy and changed its brand image in the market. As the powerless one in the fierce competition, it is important for China Unicom to make a full understanding of the market with a wise marketing strategy consideration.The paper analyzes the domestic 3G value- added market in detail from the prospective of China Unicom. Firstly, it analyzes the macroeconomic environment and the effect of change in the industrial chain; then it figures out the current situation that China Unicom faces with the application of the Five-Force Model and SWOT analysis; After taking account into some advanced strategies taken by foreign operators, the author tries to propose some strategies and concrete measures for the China Unicom; Furthermore, some integrated strategies have been discussed, brand strategy and differential strategy should be adopted comprehensively to promote advantages while abolish disadvantages; at last the author shares some opinions on the issue of marketing channels, models in mobile fees and marketing models with his own practice experiences. The author hopes his research findings will be meaningful and offering some enlightening to the China Unicom.