| The reorganization of telecommunications industry and the issue of 3G license have led to the tripartite confrontation of China Mobile, Unicom and Telecom in the Telecommunications market. The competition among the three operators is also becoming fierce.By the provision of the most extensive 3G technology since Sep.2009 , Jilin Branch of Unicom has been the leading company in the field of WCDMA-based 3G services, which has covered more than 200 countries and 320 million users worldwide. With the advanced download speed, multifunctional services and diversified cellphone terminals, Jilin Branch of Unicom aims at attracting the groups of businesspeople, white collar workers and young population, among which college undergraduates constitute a major part.By reviewing the development characteristic, the share of market and the consumers'needs of 3G technology, this dissertation, based on the partitioning methods of Korean SKT users, chooses college users as the subject. It sums up the channel modes of college users, briefly introduces the current situation and five major services of 3G technology such as video telephone, WLAN card, Mobile TV, Mobile Music, WAP, etc. and makes the comparison between these three modes. The dissertation has carried a market survey in five leading colleges in Jilin City in terms of the capacity of 3G technology in college market, the consumers'desire and students'purchasing capacity. Based on the 326 effective questionnaires that were received, the needs of 3G technology in college market is concluded.For customer scale, there are about 20 thousand customers in early time, and 50 thousand customers in potential, in which 30 percent will choose Uniform. For expected business, the top two places are occupied by video phone and high speed internet access. As the CDMA2000 of Telecom has no video call function, and TD-SCDMA standard technology of China Mobile is not advanced, Uniform can take this good opportunity to fulfill transcendence with 3G. For customer recognition, the propaganda of Uniform 3G is not in place due to its late pre-commercial service. For the choosing of 3G, higher grade students will choose to use 3 G much earlier compared with lower grade students. China Mobile is still the first choice of students, followed by Uniform and finally the Telecom. For the channels through which the customers get to know 3G, the traditional media like TV (52%) and newspapers (13%) are still the main channels to learn about 3G services, and the internet (47%) has become the second main channel for information acquisition. For the motivation of choosing 3G, 45% of the users are for convenience, and 31% are for fashion. For the factors influencing the high school teachers and students to choose 3G, economic conditions rank the first, and network coverage is the second. And the people concerning about that the video phone will make privacy protection more difficult account for only less than 10%. Presentation of telephone expense is the marketing tool favored by most visitors, and the next is data business (37%). According to the students'monthly consumption situation of mobile communication, the college students would like to pay 50 Yuan to 80 Yuan for the various applications of 3G, and they prefer to buy the 3G terminals from 1000 Yuan to 1999 Yuan in mobile phone hypermarket.The competitive environment and the company's characteristics of Jilin Branch of Unicom are analyzed next. Currently, the operators in Jilin include China Mobile, Telecom and Unicom, with the stable market share of mobile service of 14:5:1. Due to its longer operating time, Jilin Mobile has owned many high-end customers, and with its continuous development of the new products, all customer groups have been covered now, which maintains a good momentum of growth. However, the inborn deficiency of TD-SCDMA technology results in the gap between it and Uniform WCDMA, and it has no superiority on the development of 3G. Based on its fixed network strength and advanced WCDMA technology, Jilin Branch of Uniform enjoys an obvious advantage in the future 3G development. On the other hand, Jilin Telecom has less CDMA users and smaller market share in mobile communication market, but it has developed its business since the may 2009, and secured part of the customers, thus enjoying some advantages in 3G operation.This paper analyzes the current college market situation of Jilin Branch of Unicom by the use of SWOT analysis:Strength: the network of Jilin Unicom has covered the campuses. It has rich transmission network resources, abundant full-service operating experience, extensive and stable customer relations, and sufficient financial flows. Weakness: long staff integration process, heavy historical burden, obvious aging trend of the leadership, vague Uniform brand strategy, inferior GSM network resources and signals, bad reputation, small market share of mobile products. Opportunity: having got the most mature WCDMA license in the world; possessing the advantage of international strategic cooperation; the asymmetrical administration for mobile communication enterprises adopted by the ministry of industry and information; the slow response of its major competitors toward mobile market. Challenge: the revenue of fixed-network communications service continuously drops, and the scale of competitors'mobile users is larger; cable TV station chooses to cooperate with Telecom to develop the broadband service; the terminals of college users are too many and the confidentiality of new policies is low.Through the analysis of the investigation and research result, 4P marketing strategies in the current promotion period of 3G technology in college market are concluded.Brand:to transfer from concept creating to content promotion, focusing on the advertising of"Wo·exciting", and gradually enrich its connotation and denotation.Price: business portfolio pricing, changing the low-tariff pricing strategy in 2G era, and focusing on the services like video phone, wireless internet access, mobile music, mobile TV, and mobile internet surfing in 3G era. Channel: emphasis on experience; opening 3G brand experience shops in key campuses; establishing the channel modes integrating direct sales by employees, dealer & agent(opening cooperation experience shop), and partner schools. Sales promotion: enhancing the advertising ability, supporting the schools with large-scale activities, such as freshmen greeting, sports meeting, etc. to establish good relations with the campus. First is the direct marketing of the experience shop staff, then is marketing by direct sellers through mass visiting, and the third is to conduct the promotion at the very beginning of every new semester.Finally, this dissertation lists the specific steps of the promotional campaign, makes longitudinal comparisons of brand recognitions, volumes of sales and college market share of 3G technology, and provides strategic evaluation methods in the promotion period. |
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