Research On The Marketing Strategies And Policies Of The Third Generation Mobile Communication Of Hunan Telecom

With the repid development of the mobile ammunication, it becomes more and more clear that mobile phones take the place of fixed phones, There fore, Hunan Telecom will face unprecedented competion, the traditional developing mode must be changed, mobile service must be provided and all-round service must be established.In this issue, the current situation of the information, industry and its market is analyzed, as well as the practive of 3G service by foreign marketers. The demand of the 3G service in Hunan is researched in detail. The SWOT analytical method is used in researching the competition in the 3G market and the market positioning of 3G service is defined as well as the marketing target. To fulfill this target, the customer satisfacion andex strategy will be launched. The costleadership strategy and the differentiation strategy will be promoted based on the competition-cooperation idea.To carry out the strategy, the service quality of Hunan Telecom is to be strengthened, and the combined product marketing method must be promoted, benefiting from its advantage of all-round service. The quality of the network is to be advanced to forge the customer's brand and the sevice brand. Different prices will be set for different customers, with its sevice quality and its brand. The existing marketing channels are to be perfected and external marketing channels must be extended. Web marketing is to be used to enrich its marketing channels as well. A propriety combination of media and publicing methods will be adopted to form an intergrate marketing communication.After receiving the license, Hunan Telecom will become the true all-around business operator. The integrative advantage is to be exerted, and the development of 3G services is to be promoted. First, greatly develop PHS customers so as store potential customers for 3G and advocate to use PHS/3G dual mode mobile telephones to exert the supporting function of PHS marketing system. Second, make use of the advantage of the fixed network and implement the multi-operations binding sale so as to promote the sale of 3G Third, actively grope for the combination of fixed telephones and 3G networks so as to pave the way for Hunan Telecom effecticvely utilizing material resourses, fully exerting the particular advantage of the integrative operator and promoting the development of 3G service.