A Study Of3G Business Marketing Strategy Of Liaoning Unicom

The3G business marketing research of Liaoning Unicom is of great significance.①It is conducive to enhance the marketing awareness, to strengthen the marketing capabilities,and to better respond to changing competitive environment.②Specializing in3G marketing has a guiding significance in the specifically conducting of3G business.③After the restructuring, competition in the3G business has become the main battlefield of competition in the telecommunications operators. The research3G business marketing strategy of is conducive for Liaoning Unicom to seize opportunities and to lock victory in the new, main battlefield, the victory.In the second half of2011, Liaoning Unicorn’s full-service market share was only37.86%, which is lower than that of Liaoning Mobile,56.24%. While Liaoning Unicorn’s mobile network market share was only14.15%, which is far below that of Liaoning Mobile,79.93%. Facing with such serious situation, Liaoning Unicom must analyze the internal and external environment and their own strengths and weaknesses scientifically, focus on the key issues and work hard.3G mobile licenses provide a good opportunity for the development of Liaoning Unicom. How to seize the opportunity to practice3G marketing is an important problem demanding prompt solution.In this situation, this paper introduces the current development status and existing problems of Liaoning Unicom firstly. The reorganization brought Liaoning Unicom many problems to be solved. Organizational culture needs integration and the organization needs coordination. If there were on fundamental solutions of these issues as soon as possible, it would have far-reaching implications for long-term development; the user scale of Liaoning Unicom is lower than its competitors, its3G subscribers account is only about2/3of that of Liaoning Mobile; Liaoning Unicom is Lack of brand advantages. How to change the strong technological advantages into brand advantages is the key point which Liaoning Unicom should consider in the rebranding. While it requires full effort of all levels, such as the terminal, services, business and network.The second part and third part analyze the internal and external environment Liaoning Unicom facing. First of all, this paper analyzes the impact of the external environment on3G business from five aspects:legal environment, economic environment, social culture environment, population and technical environment. Secondly, the competition environment Liaoning Unicom currently facing is probed from two aspects which are competitive situation and competitive. Again, this paper analyzes the organizational structure, the business performance and the current marketing situation of Liaoning Unicom. Finally, this paper sums up the opportunities and threats Liaoning Unicom currently facing as well as the advantages and disadvantages of self-development.The fourth part establishes the target market of Liaoning Unicom through market segmentation, and proposes Liaoning Unicorn’s3G business marketing strategies after market positioning. These marketing strategies are:①Coordinate the product development;②Strengthen the brand construction;③differential pricing;④Construct and improve multiple marketing channels;⑤Adopt advertising, public relations and business promotion actively.