Research On Marketing Strategy For 3G Telecom Service Of Jilin Unicom

Three telecom providers in China started to promote the business of 3G service after 3G licences issued in early 2009.The restructured JiLin branch of China unicom takes horns in the market with the advantages and competitive 3G wcdma standard.But with the 3G strength of other competitors being more effective, competition becomes fiercer, and JiLin unicom connected 3G services in for nearly a year of rapid development, the size and income reaches a plateau.Currently ,for JiLin unicom,one of the most important research topic is to innovate 3G service development thought and method,improve customer awareness and promote business development of 3G.In 3G era, the degree of customer personalized demands has become more increasingly ,the utmost to satisfy the individuating demands with differentiation strategy is the first condition that can decide the telecom provider winning the market whether or not. In order to spire the desire to purchase,experiential marketing stresses to participate in the experience by guiding customers from all the senses,fully exploit the customer demands and implement effective experience in the process management,for meeting the customer material needs and spiritual satisfactions.Therefore the theme of this research is the implementation of experiential marketing strategy by JiLin unicom 3G service marketing.This thesis is mainly devided into four parts.Firstly,the paper introduced the contents and characters of JiLin unicom 3G service, analyzed cperational status and competitive situation,and proposes the superiority and inferiority in 3G development.Also discussed development trend of 3G service in the future and further analyzed problems in JiLin unicom 3G service.Secondly,based on the research on experiential marketing theory,this thesis expounds the essence of experiential marketing and the characteristics of the telecommunications industry and necessity,at the same time,deeply analyzes the conditions of experiential marketing.From the customer demands, 3G service features and operators' income ascension,indicates that experiential marketing is the inevitable choice for JiLin unicom 3G service.Thirdly,From the customer needs and purchase behavior analysis,the article subdivides 3G service target markets according to customer consumption ability and habits,analyzes and compares consumption characteristics and consumption of the different 3G target markets.Finally,based on above factors,the paper accomplishes the market positioning and confirms the target markets and customer demands of 3G services.Finally,this thesis mainly studied JiLin unicom 3G service experiential marketing promotion strategy.According to 3G service features and development goals of JiLin unicom,the paper proposes 3G service experiential marketing strategy,including the following aspects:3G experiential marketing platform design strategy,customer recognition and 3G demand mining strategy,to attract the user participation experience strategies,management strategy of customer experiential marketing process.Also,this paper put forward specific implementation methods and marketing suggestions for every kind of promotion strategy.To JiLin unicom, in order to realize the breakthrough development of 3G service, it must change its management idea and innovate marketing mode.With personalized customer demand as the core, JiLin unicom branch should emphasize the core interactive, through comprehensive experience, cultivate customer use interests and stimulate customers to purchase desire of 3G services.Only in this way can we fully exert the advantages, market development direction and promote the sustainable development in the 3G market competition.