The Research On The Marketing Strategy Of 3G Business For Shenzhen Mobile

In recent years, 3G commercial network in the world has shown the trend of sustained and rapid growth, and the development of 3G business is also emerging a trend towards multi-media, lifestyle, and regional characteristics. After the reorganization in the Telecom industry in 2008, with the issuance of 3G licenses, China Mobile, China Telecom, China Unicom all received 3G licenses, therefore the Telecom industry became the situation of the three pillars, and the competition is more drastic in the telecommunications industry. Despite the Shenzhen Mobile already has a relatively complete marketing system, facing the new 3G market and the new competitive environment, it becomes very important to maintain its business continuity development, and how to segment 3G market, make the 3G market positioning, and formulate the new marketing strategies, which becomes new challenges facing by Shenzhen Mobile.Based on the past research literature about the 3G business at home and abroad, combined the actual situation of Shenzhen Mobile, this paper investigated the 3G marketing strategies, using the relevant basic theory of marketing, SWOT analysis and cluster analysis theory and tools. The complete work and content of this paper are as follows:(1)Firstly, the paper gave a general overview of the present situation of 3G business of Shenzhen Mobile, and analyzed the major problems that may exist in the 3G business development. Further the paper done SWOT analysis on its 3G business development.(2)Based on above, using the method called cluster analysis, this paper segmented the market from the several dimensions including the age, occupation and consumption characteristics and so on. Then it put forward that it should treat the fashion-type consumers, business-type consumers, ordinary-type consumers as the target markets of the 3G business which should be developed, and analyzed the business positioning for each of the target market.(3)Finally, based on the 3G market segments, using the relative research theory of marketing strategy, this paper put forward the implementing measures of the 3G business marketing strategy of Shenzhen mobile, including the organization structure,the product strategy, the brand strategy, the price strategy, the channel strategy and the service marketing strategy.