The Research On 3G Marketing Strategy Of China Unicom Harbin Branch

As one of the three largest telecommunication companies in this city, China Unicom Harbin branch is now facing a new opportunity and challenge. The complex 3G booming market brings about an opportunity, however, an aggressive marketing strategy from China Mobile ltd and China Telecom ltd has converted into a big challenge to China Unicom either.Based on enterprise status, focusing on future development of China Unicom Harbin branch,this article has carried out an in-depth research on 3G market strategy. It certainly will impose positive significance on the best-selling of 3G products, the rise of brand effect and the enlargement of market share.First of all, this article gives an detailed introduction to current situation of 3G marketing about Harbin branch, it analyzes such existing problems as being weak in products promotion, pricing products without scientific basis, sales channels developing slowly and sales promotion being required to strengthen. Moreover, it analyzes above mentioned problems in three aspects, the coverage of 3G network, the input of marketing fund and how to train employees. Secondly, through an in-depth analysis of macro environments, such as policy environment, economic environment and technical environment, with a combination of the enterprise competitiveness, it is carrying out a market segmentation of 3G target market of Harbin city based on citizen’s ability and psychology to consume. Moreover, it indicates how to choose an appropriate target market to enter for an enterprise,which helps to position her 3G products in this market. Thirdly, this paper proposes a mixed 3G marketing strategy for China Unicom Harbin branch, it further expands a detailed introduction on how to build up the strategy and improve products design in four aspects about product, price,channel and sales promotion. Last but not the least, it put forward some measures to ensure the quality promotion of the whole 3G marketing service team, enough supply in marketing resource and fund, the optimization of organization structure, the consummation of management system and enterprise culture training in 3G, which certainly will ensure China Unicom Harbin branch a smooth enforcement in 3G marketing strategy.