Research Of3G Marketing Strategy For GZ Unicom

In recent years,3G mobile network has been rapidly developed, especially in2011.On one hand, the huge increasing of3G users, leading to the2G users tend to decrease; inthe other hand, in intelligence terminal mobile phone market,3G intelligence mobilebegan to occupy the dominant position. In the telecommunication market of Guangzhou,intelligence mobile phone replacement trend has showed up. With the continuousdevelopment of3G communication network, the user application requirement for mobilephones has gradually changed. The users no longer satisfied with just the original voicecommunications needs, they prefer to get more different types of mobile internetapplications, which are base on the network operators’ interface. Gigabit became the unitfor the data flow in the3G era was gradually forming. Nowadays, all the operators oftelecommunication field already fully accessed to the3G fast lane, found out the solutionsfor how to win customers and how to priority in obtaining market leadership was the keyto change the telecommunication market pattern and win the competition.This paper briefly introduced the basic situation of GZ Unicom in the marketingcompetition. The PEST analysis has been used to point out the political, economic,socialize and technological external environment for GZ Unicom and discuss the industrytrends of3G, The situations of organizational structure, corporate culture and marketingstrategy ware used to detailed analysis the internal environment of GZ Unicom, includinguse marketing4P theory analyses the current marketing model. Secondly, SWOTanalysis has been used to summarize the advantages and disadvantages of GZ Unicom,describe the external challenges and opportunities which GZ Unicom was facing to, andmatch them one by one. Finally, after the comprehensive analysis various factors thataffect the development of GZ Unicom choose to use variety operation strategy consideringthe advantageous such as productions, place, price and promotions for marketing andintegrate with the dominant resources to determine the marketing strategy for GZ Unicom.