| In the times of 2G, China Mobile heads the communications market, however, the situation will chang at the times of 3G and "situation of tripartite confrontation" will gradually form. After the 3G license has been issued, three operators have changed a lot in one year and their development has turned into the basis of development of 3G among the whole people. When 3G is coming, a new blueprint of competition has been laid out:three operators formed new business competition situation in China.3G will increase sales and profit of Shenyang Unicom market, so Shenyang Unicom puts emphasis on the 3G to make correct, efficient and operable marking strategy of business that concerns the future of Shenyang Unicom, Thus, a deep study on market environment of 3G business and marketing strategy has become necessary. For Shenyang Unicom, the problems and advantages, opportunities and challenges exist at the same time.This thesis mainly studies on recent competition situation of 3G business of Shenyang Unicom and the next marketing strategy under the macro environment that our country has experienced telecom reorganization and the international 3G industry has began to take shape. This thesis develops the marketing strategy by three steps. The first step is to review the reform course of Chinese telecom, describe the influence of 3G on our telecom and summarize the development situation of Shenyang Unicom in recent years as well as analysize the competitive internal environment of 3G market. The second step is to use analytical method of SWOT to examine the competitive situation of 3G business of Shenyang Unicom and put forward the marketing strategy of 3G business through analyzing the competitive environment of reorganized Shneyang Unicom. The last step is to put forward suggestion on implementation and guarantee of the marketing strategy of 3G business.This thesis analyzes the information acquired by investigation of 3G business through integrating of theories and practice into comprehensive strategy management. This thesis aims to develop the marketing strategy of 3G business that can be helpful to 3G development of Shenyang. Furthermore, the marketing strategy developed in this thesis can provide implication for other municipal cities. |
