3G Marketing Strategy For Hunan Mobile Yongzhou Branch

Currently there are two competing telecommunication providers that dominate in the domestic mobile communication market, China Mobile Communications Corporation (China Mobile) and China United Telecommunications Corporation (China Unicom). Both China Mobile and China Unicom provide audio/data processing mobile communication services based on 2G or 2.5G technology. The 3G communications technology is the next generation technology. The global market for the 3G communications technology has entered into a rapid growth phase, because of the recent technology advancements and application expansions. The licensing of the 3G technology to multiple service providers will not only promote service/technology upgrading by the telex-communication providers, but also result in fierce competitions in the mobile communication field.A number of major service providers have obtained the 3G license and have been trying to increase their market shares. After detailed analysis of the current situation, Hunan Mobile Yongzhou Branch (HMYB) decided to strategically focus on 3G marketing. Under the leadership of China Mobile and Hunan Mobile (HMYB's parental companies), this strategy will help HMYB make a smooth strategic transition, keep and increase the market share and revenue in the 3G era, gain competitive advantage in the future mobile communication field and remain as a leading provider in the tele-communication market. In the long run, this approach will facilitate China Mobile's strategic transition from"a mobile communication provider"to"a mobile information provider"and the fulfillment of China Mobile's ultimate goal of becoming a world-class telecommunication enterprise.The thesis first investigated the external environment of the 3G market and field competition, and then studied the internal environment of 3G business development at HMYB. The SWOT analytical method was used to evaluate the advantages/disadvantages, opportunities and challenges of HMYB, based on the systematic analysis of the business category, customer pool, product pricing, sales channel, customer service and network usage of the 2G market and the business demand and target market status of the 3G market. It is concluded that the HMYB's marketing strategy will focus on the following five aspects: field leadership establishment; brand creation; in-depth development of emerging business and rural market; resources integration of corporate and sales channels; and smooth transition of network, customer and business from 2G to 3G.