The Research On Pricing Strategy For 3G Voice Service In New China Unicom

With the issuance of 3G licenses, the competition among the three telecom operators, China Telecom, China Mobile, China Unicom, becomes more and more fiercely day by day, and various combinations of pricing strategies becomes the major means in the market competition. Therefore, the possibility of establishing effective and rational pricing system becomes the key of the various telecom operators'critical core competency in the market competition. China's 3G business has just started, and 3G market development is still at its early stage, so how to use the pricing strategy in telecommunications business has become an urgent subject of study.Based on the 3G telecom operators'analysis of the business development and the successful experience of telecommunications enterprises 3G voice service pricing in the advanced countries, using the theory of market segmentation and product life-cycle to study the enterprises themselves, consumers, competitors, and national policy level, how to use a specific method of pricing strategy in the actual situation is advanced in this paper.This paper has five parts. Firstly, the part is introduction. In this part, the background of the topic, writing ideas and innovation are proposed, according to the reviewing of China's telecom industry reform and restructuring of Retrospect and the study of telecommunications companies pricing strategy. Secondly, It is domestic and international 3G voice service pricing, the operator's experience and lack of pricing strategy and providing the gist for China Unicorn's 3G voice services. Then the part presents the model of voice service pricing, after analyzing the pricing factors of the 3G services and according to this, it is proposed that the key of the price of the new China Unicom is to segment the market meticulously. the different pricing strategy is used in the different product life cycle. Furthermore, It is the empirical analysis. According to the market research questionnaires of the mobile phone users in the seven provinces and cities, it is verified that the model is reasonable.Finally, The part is to analyze the problems that China Unicom may meet in the implementation of pricing strategy.