Analysis Of3G Mobile Communication Market And Strategy Research

With the wide application and rapid development of information technology, it has great influence on the social production economy and people’s living standards. With the gradual popularization of the network technology especially3G, the scale of mobile users has developed rapidly and developmental space of mobile communication market has enlarged. The competition of mobile communication market is increasingly intensive. In2008the domestic operators carried out reorganization (i.e. China Telecom acquisition Chinese LT CDMA network, China LT and China DX merged into China LT, China Railcom merged into China YD).The purpose of merge and acquisition is to issue3G licences.China Unicom obtained WCDMA license which enjoyed the most mature network technology and the largest service terminals. It is very important whether China Unicom can make best use of the advantages of resources to get a position in telecommunication field nationwide.The author, choosing Nanjing LT as the research object, would like urgently to solve the problem that though mobile communication technology has developed fast, China LT still keeps a small size of the market. This paper is divided into seven parts, the first part introduces the research background, research significance, research framework and methods; the second part elaborates the basic theories of the marketing strategy; the third part discusses the general situation of Nanjing CUCC and3G market, including the outline of Nanjing area, communication market situation, history of development, business structure of Nanjing CUCC. The fourth part analyzes of the current situation of3G marketing development in Nanjing LT, identifying opportunities, threats, advantages, disadvantages; the fifth part is the analysis of market positioning, including segment of target market, selection of the3G market and business market; the sixth part illustrates the mass marketing strategy, the campus marketing strategy, group customer marketing strategy and supporting measures; the seventh chapter is the conclusion of the whole paper.