Zhangzhou Mobile 3G Business Marketing Strategy Research

On January2009, the Ministry of Industry and Information Technology of the People's Republic of China issued third generation mobile communication (3G) licenses to three companies, including China Mobile,ChinaTelecom,China Unicom and China Mobile,which means China's telecommunications industry entering3G era. Within the fierce competition in3G market, it is the very critical action to formulate the right stragy to compete with the other two telecome operators and consolidate and expand the market share for Chenzhou Mobile.Firstly, The article starts from the background reasearch of3G, which is dramatically developing in the global market. It leads to the necessarities that Chenzhou Mobile should set up the3G marketing strategy.Secondly, the article analyses the environmental factors of3G marketing, and the competitiveness in Chenzhou city, which shows the strategical enviroment, including the macro and micro.Based on the enviroment reasearch, The3G marketing strategy and strategical goals of Chenzhou Mobile are put forward, which including the action of product, price, channel and promotion. In the end, the measures of3G marketing strategy is designed to make sure the strategical plan is correctly implemented.