Hengyang Mobile Branch 3g Marketing Strategy Optimization Study

It has been the second year since 3G license was released. China Mobile, China Telecom, and China Union in Hengyang have been competing against each other. The research purpose of the paper is that how to continue to sustain the leading position in the field under furious competition.The paper mainly contains four parts. In the first part, the background and the overall situation of study is clarified, by detaily introducing the development process for the communication industry and the 3G status at home and abroad. In the second part, the marketing environment of 3G in Hengyang Mobile underwent comprehensively analysis from four aspects:first from the macro environment, such as political, economic, social, and technical environment; Then from the aspect of analysis of Poter Five Forces concerning the aspects of employment, competition of present enterprise, threats of potential comers, bargaining power of buyers and suppliers; Thirdly from purchasing behavior of 3G consumers in Hengyang, the buying demand of 3G consumers are surveyed and analyzed; Finally, SWOT analysis is done, concerning the advantages and disadvantages, opportunities and challenges of Hengyang mobile. In the third part, according to the developmental strategies of 3G marketing of Hengyang Mobile, STP strategic analysis of 3G marketing in Hengyang Mobile is undergone from differentiated market, target market, and market positioning.In the forth part, on the basis of internal and external environmental analysis of 3G marketing in Hengyang Mobile, the survey and analysis of buying demand of 3G consumers, and STP strategic analysis. Corresponding optimizing suggestions are put forward from products strategies, pricing strategies, channel strategies and integrated spreading strategies of marketing of 3G in Hengyang Mobile.The main feature of the paper is paying attention to the concrete analysis. In the paper, on the base of the local characteristics being comprehensively considered and professional research methods being adopted, we obtain the final conclusion. The study of the paper has two meanings:one is that offering strong method guidance for the next stage of hengyang mobile 3G marketing; the other is that providing the templates for formulating rational 3G marketing strategy method in small and medium-sized cities.