Research On The Implement Strategy Of China Unicom 3G Businese In Base Of Experiential Marketing

With having developing rapidly for more than ten years, China Telecom was divided into the South part and the North part so that the telecom operators of China are gradually losing the national protections and the monopoly positions. At this time, the telecom enterprises in more need of using market concept and competition concept to guide for their company behavior.In the age of voice services, due to the high homogeneity on Users’demands, that is to say, it is merely needed to meet the requirement of telephone conversation, there was nearly no change in product logics, traffic characteristics and so on for a long time, and the most of the operators’methods are pure sales. With coming into the age of 3G, contents and services have now become the focus of millions of users besides product logics and traffic characteristics. More over, the most real perception can be obtained by personal experiences.With such fierce market competition, how to survive and develop has become a great subject in front of all operators including China Unicom. What kind of strategy can help the enterprises gain the market and the customers, and bring profit increase and sustainable development for the enterprises in the age of 3G? It has become the chief problem for all telecom operators to resolve. After China Unicom’s 3G Network was applied to commercial aim in October of 2009, how to take advantage of the WCDMA Network and the terminals in marketing has become the most urgent task in front of the enterprises.At present, Experiential marketing, which is based on the satisfaction of customer individual demand, has become one of hotspots in the domestic marketing academia. With combing experiential marketing theory and applying it into the practices, this thesis analyzed the characteristics, the effects and the implementation steps of experiential marketing at first. And then, it innovated that experiential marketing is the origin for the operators to obtain the profits, gain the customers and occupy the market. At last, it conferred the possibility and the steps that China Unicom carried out experiential marketing to keep rapid development in such fierce competition of the 3G market.As the breakthrough of the traditional way of sales, experiential marketing has provided a new way for the enterprises to establish competitive advantage with such fierce market competition. With this thesis, hope to provide some guidance and reference for China Unicom and other enterprises, when they are implementing experiential marketing under the new condition.