The Research Of Diffusion Process And Strategies Of 3G New Services

Ministry of Industry and Information Technology issued the 3G operating licenses to operators on Jan.7th, 2009. Operations attach great importance to the momentum of development of 3G services; therefore it is crucial that the trend of 3G services development should be probed in order to understand how 3G services develop.First of all, based on the current development situation of both China and abroad, the factors which impact 3G services'diffusion are analysed in this thesis. In addition, according to 3G relevant information, new product diffusion theory and optimal control theory, two models including price and marketing strategies are respectively established in the thesis. Then ,we make empirical study on the two models, and analyse that how to affect 3G services diffusion with optimal control theory by use of the price and marketing strategies. Relevant suggestions to 3G services diffusion are given at last.From the discussion above, we draw the conclusions as follows.Firstly, the development tendency of 3G services just like an S-shaped curve. Secondly, the main factors are marketing potential, internal factor and external factor, and the internal influence outweighs the external factor in terms of 3G services diffusion. At last, at the initial stage, price has negative correlation with diffusion but the influence decreases gradually; marketing strategies have positive correlation with diffusion.