Research On The Experiential Marketing Strategy Of Inner Mongolia Telecom's Wireless Broadband Service

On 7 January of 2009,China Ministry of Industry and Information Technology issued the 3G licenses to China Mobile,China Telecom and China Unicom.It marked that China come to the 3G era.Compared with 2G era,the competition of the big three communication operators changed greatly.The operators are facing more challenges and chances,at the same time they will also involve in fiercer competition.Inner Mongolia Telecom branch seized the opportunity at the starting stage of 3G,developed 6,800,000 CDMA users.Among them,wireless broadband users occupied 20%.So as the highlight of the mobile business and the star with the good development trend of Inner Mongolia Telecom,Wireless broadband is very important that the study,analysis and the marketing strategy about it have the great role for the future.This thesis starts from the communication service marketing,4c marketing and experience marketing theories,emphasizing the necessary and the strategy selection of experience marketing at the 3 G background.Then this thesis also analyzed the competition situation of Inner Mongolia Telecom branch faced deeply,using SWOT analytical method and comparing the competitor operation data for the wireless broadband business of Mongolia Telecom branch.This pointed the problems and the bottleneck during the development process.All in all,this thesis cling to the key theory of "focus on the customers",collected a lot of real datas of customer demands and consume habits by investigating.Based on these data,we abstract the strategy of experience marketing,"wireless online whenever and wherever".Following this,this thesis describe the detailed content,product designing,key point optimizing,spreading with mutual communication and service promoting,five aspects.