研究方法:
本研究以中国联通为研究对象,采用文献阅读、专家访谈、直接观察与参与
观察等方式收集最新的资料,并运用案例定性研究法,通过PEST模型和五力模
型、价值链及竞争优势要素分析对内外部环境进行分析,并通过SWOT分析运用
上述分析结果制定了 TOWS矩阵,从而得出运营商的3G市场营销策略。
研究发现:
中国联通应继续巩固其“3G”领先策略,充分利用3G网络的优势开展差异
化营销:第一,应继续加强品牌建设;第二,应大力发展数据业务,尤其是可视
电话业务;第三,调整资费结构,为用户提供更灵活的资费政策;第四,开展针
对性促销策略,提高促销效果;第五,加强渠道管理,进行渠道转型;第六,加
强与终端厂商合作,覆盖高中低端市场。
实践意义:
本研究意义在于通过对中国联通所处的最新形势的分析,制定了其3G市场
营销策略,并为其他运营商的分析与决策提供借鉴与参考。
研究限制:
本研究采用案例定性研究方法,存在由于收集的资料不全、研究者的主观判
断及学识水平等因素导致的结论限制。
关键词:电信行业中国联通3G营销策略
ABSTRACT
Research purposes:
With the reorganization of the telecom operators, the three operators in China
have carried out the entire business operations. As a result, the market competition is
increasingly fierce. Along with the continuous advancement of technology and a
series of policies releasing, how to develop workable and practical 3G marketing
strategy is one of the urgent problems for operators basing on the current situation. By
deep analysis of China Unicom, this paper has worked out the corresponding
marketing strategy to be referred for operators.
Research methods:
This paper takes China Unicom as an example, and mainly uses the methods of
reading literature, interviews with experts, direct observations and participatory
observations to collect the latest information. By applying case qualitative study,
PEST Model, Five Forces Model, value chain and analyzing the components of
competitive preponderant, this paper analyzes internal and external environment.
Besides, by means of SWOT,this paper analyzes and applies above-mentioned
analysis results to formulate TOWS matrix, and thus operators1 3G marketing strategy
emerges.
Research findings:
China Unicom should continue to consolidate its 3GM strategy and make full use
of the advantages of 3G networks to carry out differentiated marketing: First, to
strengthen brand construction; Second,to vigorously develop data services, especially
video phone service; Third, to adjust tariff structure in order to provide users with a
more flexible tariff policy; Fourth, to carry out targeted promotional strategies so as to
improve the promotion effect; Fifth,to strengthen channel management and achieve
channel transformation; Sixth, to strengthen cooperation with terminal manufacturers,
covering high-middle-low market.
Practical significance:
The significance of this study is to develop its 3G marketing strategy through the
analysis of the latest situation which China Unicom is in, and provide reference for
the other operators' analysis and decision.
Research limitations:
This study adopts case-by-case qualitative study methods and exist conclusion
limit due to incomplete data collected, the author subjective judgment and knowledge
levels.
KEY WORDS: telecoms industry China Unicom 3G marketing strategy
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