| Starting on the 7th of January, 2009 the Chinese government issued 3G licenses to the three Chinese domestic telecom operators: China Mobile, China Unicom, China Telecom; China's 3G era started. At the beginning, the market was full of opportunities and challenges, but also fraught with risks and threats and operators were wondering: How to carry out 3G operations? What are the 3G customer's real needs? How to develop the market more in line with customer needs? There is a lack of multi-faceted research and multi-dimensional analysis of 3G operations. China's 3G operators are "crossing the river by feeling the stones", so to speak.The thesis is based on marketing the "customer-oriented","customer-oriented marketing" theory. PEST, BCG and other management analysis tools will be used to analyse, from the consumer 3G products point of view, and they take into account the main issues: The choice of standard formats, the overall environment of the three major carriers, the developed 3G business conditions, the comparison of their value-added services, the comparison of their 3G tariffs, the contrast to 3G terminals, and the quality of customer service is compared, among other issues. All these concerns are taken into account, with China Mobile, China Telecom and New Unicom, as the research objects. An analysis of China's 3G operating conditions, outlining the history of the world's communications industry, the global 3G standards and 3G technologies, is done. What's more, we learn from the successful experience of foreign 3G operators. Finally, a summary pointing out China's current three 3G operators'shortcomings is given. There are "three deficiencies" found: " People First is not enough", " Speed is not enough", " Not enough distinctive". Recommendations are made to the operators, in their operating objectives, self-analysis, operational characteristics, customer analysis, 3G promotion, tariff design, growth rate and so on. |
PDF Full Text Request