The Study Of3G Marketing Strategy Of China Unicom Shenyang Branch

Since the Unicom3G began to run in2009, it has developed rapidly and becomethe most important profit making service, which is making as much profit as2G, evena bit more than that, because of its unique characteristic of WCDMA network andservices. However, some problems that may prevent its future development could notbe ignored. For example, lack of new profit making potentials and cost pressurecaused by high subsidy to it are becoming the choke point of3G service.Based on Marketing principles, the thesis firstly put forward the problems in thefield of3G service in Unicom Company of Shenyang. Secondly, having analyzed onboth of the macro environment of the Company and the environment of the wholeindustry and the market demand, the thesis probed into the opportunities andchallenges resulted from its advantages and disadvantages of the Company. Finally,aiming at making the Unicom Company of Shenyang the leader of mobile phoneindustry in the information age by continuously improving and optimizing itsmarketing strategy and increasing the proportion of3G service in the region, thethesis analyzed the differing needs of potential consumers, differentiated the marketand by differential full coverage strategy the following market objectives aredetermined to achieve the goal of competitive differentiation: enriching the3GCDMA products; developing joint products; exploiting the compound value ofproducts; improving terminal subsidy model; carrying out experiential marketing;putting the same importance to market development and maintenance. Additionally, the thesis pertinent measures to ensure the effect of the strategies mentioned above,i.e. optimizing the organization of employees to improve the team efficiency;improving the pattern of cost control and earnings control; enhancing overall supportcapability; changing the old equipment to enforce the measures of mobile phonenetwork optimization and other specialized measures.The research result of this thesis is of great importance to the future developmentof3G service of the Company.