Research Of The Improvement Programme Of3G Business Experiential Marketing For China Unicom Hengyang Brach Company

With the issuance of3G licenses and the popularity of smart mobilephone, the traditional voice business marketing model can’t adapt to thedevelopment of the3G era. Major telecommunication operators aregiving great impetus to the transition of marketing mode. They adopt thenew marketing mode which is taking data-flow as the core and usinginteractive experiential marketing as the main method from fouraspects:selecting right target, using a good channel, grasping the salesterminal and accomplishing well experience.They intend to expand theuser scale and improve the flow using scale and obtain the developmentopportunities of3G era.First, according to the development and characteristics of comm-unication industry’s3G service, we introduce the basic theory of a newkind of experiential marketing’s channel management, analyze the implementation of experiential marketing in the communications industry’s3G business, and use environmental analysis to the communicationindustry which carry out the experiential marketing in the3G era. Weconstruct the6E combination framework System Architecture of ChinaUnicom’s experiential marketing. They include experience, Environme-nt, Event, Engaging, Effect and Expand.Second, according to the actual situation of China Unicom, we applythe experiential marketing to the business hall’s the sales model, and combine traditional marketing mode with new marketing mode as thetransition period of China Unicom Hengyang Branch Company’s market-ing transformation. We use the7P marketing mix theory to provide abetter marketing strategy for China Unicom3G business’s developmenttarget.Third, according to the China Unicom Hengyang Branch Company3G business’s actual situation, we use SWOT analysis to obtain thesuitable four strategies of Hengyang Unicom: SO strategy (enhanced stra-tegy), WO strategy (torsional strategy), ST strategy (diversificationstrategy) and WT strategy (defensive strategy).Finally, according to the China Unicom Hengyang BranchCompany’s experiential marketing development present situationinvestigation, we use quality management theory to conduct the reasonsanalysis and causal factor analysis. Then we put forward thecorresponding countermeasures, and carry out the PDCA cycle, in orderto achieve the continuous improvement of China Unicom HengyangBranch Company’s experiential marketing and optimize the strategydevelopment target of China Unicom Hengyang Branch Company’s3Gbusiness experiential marketing.