The Marketing Strategist Study Of 3g Wireless Multimedia Value-added Services

Along with the 3G technology maturely and 3G network construction, global 3G technology develop rapidly. From 2008 to 2010, the 3G user began vigorous development. Ended in 2009, Global 3G users more than 885 million, rise rate was 29% per year. Along with the 3G network continually construction, as Asian and Pacific area's representative, China becomes the luminescent spot of Global 3G increase.As a traditional telecommunication service, the voice service still keep steady and profitable .However, the saturation of the user, the business begin hardly to increase and the lower price lead to the increase rate of voice service begin decrease. In such situation, Chinese telecom only offer a new service could bring more revenue to each operator. New 3G technology brings Chinese telecom has a new integrated and transformation, which made the single communicate industry chain become variable and complex by combine alternating expression. As a tendency of communication market, Mobile multimedia service would bring a fierce compete in communication market. As a result, the meaning of obtain 3G service license not only present the application of new technology but also show the new source to grow revenue through the through develop multimedia value-add service,for example the multimedia data traffics service . How to develop the multimedia value-add service effective by apply marketing tool become a difficult problem for each operator. Through discussing the advance 3G multimedia value-added service in overseas , this essay combine the feature of domestics 3G multimedia value-added service,market and domestic situation,apply the STP theory and relevant marketing theory to analyze the internal and external resources, policy, environment, technology, development tendency of domestic 3G multimedia value-added service. Finally, the essay list a wireless multimedia value-added service marketing strategy with Chinese market characteristic.This essay includes 6 chapters, Chapter 1 is introduction, which explain the background and significance of selected topic, the content and methodology. Chapter 2 introduces the domestic and foreign 3G network construction and development status. Chapter 3 summarizes the 3G value-add service, includes confirm the concept of wireless streaming media value-add service and classification. Besides, the essay analyses the Service characteristic, the present development situation and application outlook. Chapter 4 analyzes the marketing environment of present wireless streaming media value-add service, including the economy and policy environment, technology development environment and consumer behavior analysis. Chapter 5 list a pertinence marketing strategy for different consumer, different consume intention, different consume way to. Chapter 6 sum up the related conclusion which this article studies, and carries on the forecast...