Research On3G Market Experience Marketing Strategy Of Shaanxi Telecom

The competition in current domestic3G market is fierce. China Telecom, China Mobile, China Unicom, which are three major Chinese Mobile operators, all have launched their own3G brand, since they got operation licenses for3G marketing in January2009. The marketing mode of price war in2G telecommunication cannot meet the requirement of developing market competition any more. Instead Customer-Oriented strategy, which focus on customer’s sense and experience, comes into the view of all operators and is becoming the key concept for3G marketing strategy step by step.Based on research methods and achievements from marketing scholars at home and abroad, author takes3G market of Shaanxi Telecom as research object, starting with theory of experience marketing and analyzing its development,3G marketing situation and competition, to identify the disadvantages and cause of current marketing strategy. In order to know how to achieve marketing purposes by upgrading customer experience, the author makes a study from several ways, such as product, price, place, promotion, people, physical evidence and process, guided by theory of experience marketing and using service marketing mix as method. The essay makes experience marketing strategy for Shaanxi Telecom, identifies the risk of strategy implementation and makes the support plan. This study offers practice guidance for Shaanxi Telecom to cope with more and more competitive3G market and actively explores application of experience marketing theory in practice, under the environment that consumers improve their personalized requirements continually. Meanwhile, it has some theory significance for combination of experience marketing and service marketing strategy.