The Research Of Hunan Unicom’s3G Business Marketing Strategy

China Telecom operators were merged into China Mobile Group， ChinaTelecom Group and China Unicom Group.This signed China telecom industry hasofficially entered the3G era. This paper analyses the market opportunities andchallenges faced by Hunan Unicom which is one of the main competitors in Hunantelecom market. On the one hand， with the sustainable macro-economic growth， themarket development space of telecom is vast. Hunan Unicom should seize theopportunity to improve its market share of users and income with its3G businessdevelopment. On the other hand， there are some deficiencies whether in itscomprehensive strength or in operating experience， so Hunan Unicom faces a criticaltest by being put at a disadvantage in the competition whether with Hunan Telecom intelecom business or with Hunan Unicom in landline and broadband business. It is vitalfor Hunan Unicom to establish sustainable competitive advantage in fast-developing3G business by formulating and implementing effective3G business strategy withtaking3G business development as an opportunity.By using the analytical methods and theory of competitive strategy， this paperput the emphasize on the analysis and research of that Hunan Unicom how to select itscompetition strategy while dealing its3G business and how to ensure to carry outit.At first， the paper have introduced the current status and trends of th etelecommunications industry in Hunan， made a comprehensive and detailed analysisof the external and internal environment of Hunan Unicom and focused on the internalresources and capabilities of Hunan Unicom. Then， it have Designed a competitivestrategy-differentiation strategy which Hunan Unicom should take at present andproposed some strategies about Product portfolio， pricing， channels， terminals，marketing of services， Information flow operating. At last， in order to ensure theexecution of3G business marketing strategy， the paper have demonstrated thesupporting measures to organizational structure， communication networks，operating control， information technology support， and corporate culture.The Hunan Unicom’s marketing strategy related to the3rd GenerationTelecommunication (3G) discussed in this paper has a universal value in practicewhen the enterprise face fierce market competition. Firstly， it has the role of guidingthe Hunan Unicom’s current3G market and4G market in the future to be more and more competitive， attracting new and potential customers， stabilizing the stockmarket， reducing the service cost and enhancing core competitiveness. Also， itcontributes to improving market， customer value， service efficiency and customersatisfaction. Secondly， the strategy can provide reference for other operators in the3G mobile communications market to research and make marketing strategy.