Optimization Research On Increasing3G User For China Telecom(Shenzhen)

In recent years, with the rapid development of3G technology, more and moreplentiful of the mobile communication devices,3G users in three telecom operators ofChina showed explosive growth trend. For example in Guangdong Province, up to July,2012, mobile phone users had10.3%ring growth, reached at113.447million,3G usersincluded and had108.8%ring growth, up to23,237,850users. With the trend of rapiddevelopment, it created greater development opportunities for telecom operators.China Telecom (Shenzhen) is primary branch of China Telecom (Guangdong),both started the3G telephone number released from2009,3G users growing rapidlyand obtained good achievement in the nearly four years. But in the recent one or twoyears, there is a wide gap in3G new user development and old user maintenancebetween the rivals--China mobile (Shenzhen) and China Unicom (Shenzhen), ChinaTelecom (Shenzhen) showed insufficient, also at the disadvantageous position on the3G user rob war.At present, China Telecom (Shenzhen) facing dilemma at3G user growth slowly,3G business recession and profit growth rate dropped. In order to get out of currentlydifficult situation, prevent falling of business, author as a frontline marketing managerin China Telecom (Shenzhen), try to use strategic and marketing management theoriesand combined the actual development of3G business, making further analysis&research on company’s strategic planning and marketing mode, bring out more effective3G business development strategy.In this thesis, author start from the competition situation of three telecom operators,and making comparison of their revenue, analyzed the advantages and disadvantages inthe development of3G business. Secondly, analyzed the problem, challenges andopportunities in3G business development of China Telecom (Shenzhen), pointed outthe importance of the3G business development currently. Finally, used Michael Porter’sFive Forces Model and SWOT analysis theories, bring out some good solutions of3Guser development for China Telecom (Shenzhen).Because of the particularity of the telecommunications industry, the thesis based on the traditional passive marketing method, combined with the actual situation inShenzhen and brings out some innovative methods of3G users and businessdevelopment, and hope these methods will be a good reference for the growing of thecompany.