Research On The Marketing Strategy Of3G Business In Shaoyang Unicom

With the development of modern science technology, communication standards,terminal communication system and software applications of the third generation,3Gbusiness has long been a new growth point for mobile communication market, whichhas brought huge benefits for the operators. Since January2009, Ministry of industryhas issued3G licenses for three official telecommunication operators in China. Inorder to seize more market share, operators are active in developing competitivemarketing strategies. Meanwhile, to meet the challenges of4G technology and virtualoperators brought to3G services, it is imperative to make the appropriate adjustmentsof the marketing strategy according to the new situation.This paper sets the3G business of Shaoyang unicom branch, Hunan as researchtopic and follows the logical order of research background, research significance,theoretical basis, literature review, the analysis of present marketing situation andproblems, STP Strategic planning,4P marketing combination strategies,implementation procedures, insurences measures and expected results. By usingliterature review, market research method, qualitative and quantitative analysis,historical and comparative analysis method, the paper sorts out and reviews theresearch results of the marketing strategy, based on the theory of relationshipmarketing, customer relationship management, service marketing,4P marketingstrategies, the macroscopical and microcosmic marketing environment as well as itspresent marketing situation is anlyszed and the main problems in developing the3Gbusiness of Shaoyang unicom branch, Hunan are locked. With the help of STPtheory,combined with the company’s goal of development, the target marketsegmentation choosing and positioning for the3G business have been workedout.Furthermore, a new “4P” combination strategies are proposed to develop the3Gbusiness of Shaoyang unicom branch, Hunan. Furthermore, this paper proposes theimplementation procedures, including pre-publicity and staff training, appraisalsystem adjustme Full implementation.Besides, the organization, the marketing team,the enterprise culture and the quality of service information system also providesecurity measures to ensure the implementation of the marketing mix strategy. Finally,the expected effect of the implementation of marketing strategies were evaluated.The marketing combination strategies proposed in the article, have great practice value for the3G business of Shaoyang unicom branch, Hunan,which can alsoprovide some reference value for other operators to develop relevant business.