Study On The 3G Marketing Strategy Of China Unicom Corporation

With fast development in information technology, the era of 3rd generation communication (3G) is imminent.3G represents the future of mobile communication as the inevitable trend in the field. Recently, the restructuring of telecommunication industry in China (China Telecommunications takes over China Unicorn's CDMA network (including its assets and costumers); China Unicom merges with CNC to make a new China Unicom; the basic telecommunication services of China Satcom is merged into China Telecommunications; China Railcom becomes part of China Mobile.) The major purpose of this round of acquisitions and mergers is to prepare for the issue of 3G license. For the telecommunication carriers after restructuring, how to make full use of the opportunity brought by 3G to enhance their competitiveness is an imminent problem. After the issuing of 3G license, domestic carriers shall make a long-term plan for the 3G development. Especially for the newly restructured China Unicom, it shall grasp the opportunity to make the best out of its advantages and avoid the disadvantages and to form its core competitiveness at 3G start-up by putting its business status quo, industrial environment, market structure and competition into considerations. Therefore, it is necessary to conduct a research on China Unicorn's entry into 3G market to provide a strategic support for China's Unicorn's 3G market development.The paper is divided into 6 parts. The first part introduces the research background and significance as well as the basic framework and methodology; the second part mainly addresses the fundamental theories of marketing strategy and management, including the implication, characteristics, positions, management process and implementation and control in the subject. The third part overviews China Unicom and its 3G business, covering China Unicorn's history, business structure, business philosophy and development strategies etc.3G technical standards and business contents are also mentioned in this part; the fourth part is a market analysis for China Unicorn's 3G operation, including macro-environment analysis; sector analysis, internal resources analysis. At last, this part clarifies the opportunities, threats, advantages and disadvantages in the company; the fifth part is about the option of China Unicom over its 3G marketing, consisting of subdivision of the market, the option of target market, market positioning and specific marketing portfolio for 3G operation; the sixth part propose a system to ensure the implementation of China Unicorn's 3G marketing strategy, including putting emphasis on the 3G value-added services and integration of fixed network service and Focus on staff training and improving IT systems to ensure a sharp competitiveness in this field.