| 3G is the short title for the third generation mobile communication (3rd Generation) technology, and the main feature is to provide a variety of multimedia services equipped with high-speed data transmission platform. The value chain which built up based on SMS and other value-added services in the 2G era can't meet the requirements of development of 3G data service. In the 3G era, telecom operators must restructure the value chain and streamline the relationship of position, role and mutual cooperation at all aspects of the value chain (network equipment providers, application software providers, SP/CP, system integrators and terminal manufacturers, etc).3G technology is not only a technical change but also bring challenges to the ability of marketing integration for telecom operators.Through looking up and researching the book relative to Symbiotic marketing theory and marketing cooperation theory as well as referring to a great deal of Chinese and English information about this theory, this paper can solve this feasibility problem for telecom operators from the angle of enterprise value and customer value in the 3G era. How to implement and improve the customer and enterprise's Symbiotic Marketing Model in the 3G era is the main context in this paper. The possible theory innovative points in the passage are reflected by three aspects as follow:First, through contrasting and analyzing the fore-person's Symbiotic Marketing and Marketing Cooperation Theory Model, We will analyze and summarize the theoretical and practical significance of Symbiotic Marketing Theory Model system for telecom operators. Second, on the basis of enterprise value of telecom operators, we will add the angle of customer value and build the solution of Symbiotic marketing system. Third, we will provide the operational theory and method for marketing practice of telecom operators in the 3G era. |
