China Unicom Yangquan Branch3G Marketing Research

In2009, the National Ministry of Industry and Information Technology issued3G (referring to the third generation mobile communications technology, hereinafter shortened as "3G") licenses to China Unicom, and China Mobile, approved them of the access of operating3G network. In order to meet the demand of3G competition, China Unicom, established for competing with China Mobile, sold CDMA network to China Telecom in2008, then cooperated with former China Netcom to set up new China Unicom. New China Unicom transformated into a full-service communications operators with fixed and mobile network. Then how to develop the3G business, how well the3G market and the future development of mobile business market are running and how to maintain fixed network business market are of important significance.Based on the guidance of the marketing theory, this article analyzed the present situation of3G marketing for Yangquan branch, China Unicom, tried to find some marketing problems. With the research idea of solving practical problems, the article firstly stated some related3G marketing theory as the theoretical basis of this study; secondly, it pointed out the problems existing in the marketing based on the study of3G’s internal environment and external market environment in Yangquan branch and; from the point of view of marketing theory, the third part, combining with the actual practice of3G marketing, put forward the marketing solutions, formulated the particular3G market marketing strategy for Yangquan branch, China Unicom.Yangquan branch of China Unicom has many opportunity as well as challenges when facing the new wave of3G, which will finally change into a driving force for new marketing methods. This article puts forward focusing on3G target market, draws up a general direction for Yangquan3G marketing, and manages to change internal organization for applying to3G business development. From the point of ascending maintenance and promoting development, this paper puts forward a series of program for secure the marketing system, which definitely will bring new ideas for3G marketing.