Research On3G Experience Marketing Strategy Of Shaanxi Telecom

As the development of communication means change with each passing day, thecompetition among operators is becoming increasingly fierce and accordingly thetraditional marketing means has been unable to meet the needs of competition in themobile internet era. China Telecom as the large state-owned carrier of Chinacommunication industry, is going forward to the new three transformation, namelyintelligent pipeline, leading provider of integrated platform, and participants of contentand application.Based on the marketing mix theory, taking the Shaanxi Telecom3G mobile phonemarket as the research object, this thesis analyzes the development situation, theadvantage of3G products and the marketing status of Shaanxi Telecom Company3Gmobile phone market. It proposes such experience marketing strategies as productdesign, pricing, sales channels, marketing personnel and promotion means, etc. Finallythe marketing aims could be achieved through the customers’ experience of theproduct.This study has a certain theoretical significance in the research of experiencemarketing and marketing mix in telecommunication industry. Meanwhile, it is also anactive practical attempt of3G marketing theory, which will enhance thecompetitiveness of telecom in the market of3G terminal mobile phone.