Qingdao, China Unicom3G Business Marketing Strategy

The end of2011，domestic3G users reached127million，the total number of976million mobile users，the penetration rate of over13%．China Unicom’s3G users reached40.01million3G market share accounted for31%．China Telecom3G users reached36.29million3G market share accounted for29%．China Mobile3G subscribers to51.21million3G market share accounted for40%． Relative balance of the competition pattern appearson the3G market．The third time the telecommunications industry restructuring goalsrealized basically．Accordance with international practice， the critical point of the3Gsubscriber penetration is10percent more than the critical point，3G users will enterlarge-scale development stage．Qingdao，China Unicom3G services as a strategic growth business， innovativebusiness model，enhanced the market competitiveness， the development of the scale．2011，Qingdao，China Unicom revenue grew2G，3G revenue of rapid growth，and for the firsttime more than2G， one of the six cities in the first batch of3G services over2G．As of theend of December，the net increase of3G business account the number of users，user scale，business income are listed in the provincial capital of the North and sub-provincial cities.Future competition in Qingdao， China Unicom how to proceed in a highly competitivemarket environment to maintain its leading position to explore Qingdao， China Unicom3G business marketing strategy is crucial．The article is based on the current form of analysis，the use of theoretical knowledge ofmanagement，marketing and other related disciplines，focus combined with Unicom branchoffice in Qingdao，and Qingdao Telecom，Qingdao mobile competitors such as thedevelopment of the market situation and development strategy，analysis of Qingdao，ChinaUnicom both resource status and the advantages to explore the marketing strategy of3Gservices in the competitive market environment， to provide ideas and help to Qingdao， China Unicom in the new era of3G development， increase market share and find newprofit point．The specific idea is to begin by reviewing the reform process of China’scommunications industry on the impact of3G on China’s telecommunications industry，andsummarizes the importance of Qingdao， China Unicom in recent years the development ofthe status quo and3G services，analysis of Qingdao，China Unicom’s3G marketcompetition and external environment， through Qingdao， China Unicom3G after thereorganization of the industry competitive environment analysis，the use of the competitivesituation of the SWOT analysis of Qingdao，China Unicom3G services a full range ofresearch， and finally asked the Qingdao， China Unicom’s3G business marketingstrategies and implementation methods．...