The Study Of Marketing Strategy Of Shenyang Unicom’s Third Generation Mobile Communication

Along with the deepening of socialist reform and opening up, China’s telecommunications market has been increasing with the high speed. From1980’s to1990’s, there’re a number of reforms in China’s telecommunications market, monopoly of the operation has been completely broken. After the reorganization merger, Shenyang Unicom became the challenger in communications market. In the face of other telecom company to snatch the market and customer resources, the establishment of the third generation mobile communication standard in our country and the breakthrough of international third generation mobile communication service, the times of3G has approached to us in China. Currently, Shenyang mobile communication market has been nearly saturated, the market competition will become stronger than before. Under such circumstances, it is very difficult for Shenyang Unicom to increase its user quantities in a large degree and to enlarge itself significantly. Therefore, Shenyang Unicom must begin to study the third generation mobile communication market in order to seize the opportunity, gain advantage position on the new platform and enhance competitive strength in the face of the third generation mobile communication’s arrival.In this paper, a series of marketing theory, summarized and learn from3G marketing strategy based on research results, combined with the actual situation, in the3G market segmentation, selection and positioning, the development of a combination of marketing strategy on3G.4P STP strategy and the use of combination of strategy theory, data collected in the screening, sorting, comparison and analysis. To formulate a realistic and based on the actual marketing strategy, thereby improving the overall3G marketing capabilities.Firstly, analyze the internal environment of Shenyang Unicom, the use of Porter Model-depth analysis of the competitive dynamics within the industry. Then, Shenyang Unicom3G market segmentation, broken family of high-end business, proactive family, the quality of family life, fashion, youth group, the new family of new students, a well-off family life and family of the seven basic communications market segments. The high-end business group, proactive and quality of family life group as a key target market. Initially, market position in high-end business group, proactive family and quality of family life, and later as resources permit the development of fashionable young people under the new family and new student group, pending the development of the business after having developed a well-off family life, family and basic communication. Finally, lays down a variety of strategies from a portfolio of seven market segments, pricing, place and promotion.In this paper, Shenyang Unicorn’s3G Marketing Strategy for the research, by developing clear, workable marketing strategies, the Shenyang Unicom to better meet customer needs and to enhance Shenyang Unicorn’s market competitiveness and economic benefits for the future development and growth provide assistance and theoretical support.