Construction And Management Of Mobile Channels In The 3g Era

Ministry of Industry and Information Technology respectively issued 3G licenses to China Mobile, China Telecom and China Unicom in January 7,2009, which marks the beginning of the 3G era. Building advisable Place strategy is important approach in Communication carriers transformation, controlling the value chain and improving marketing and service ability in 3G era. The 3 Communication carriers will face to more intense competition between each other. China Mobile occupied absolute advantage in competition in Place strategy in 2G-2.5G era. But after the arrival of 3G, telecommunications market environment and competitive environment have changed dramatically. China Mobile will only enhance Place system to maintain its leading position. This paper first introduces the concept of 3G.Then it tells the development about 3G in China and analyses the characteristics in 3G era. We abstracted the overseas experience on Place construction in 3G era. Then we study the current situation about China Mobile's Place construction, Place management and Place competition. Finally we give 4 macro strategies and 4 specific strategies on how to design the marketing place strategy. And we also proposed 4 Place management strategies,which are called "3-4 strategies".