摘要
在本文中，主要研究了中国电信的3G服务营销战略，基于前人的研究结论，它有一个调查发现大多数人知道3G，尤其是高学历，收入，而旧的和低收入的人知道几代的仆人。有些人不同意3G仆人的价格，他们可以看到3G的仆人从网上的地方，这个地方也是居民打开3G业务进口，居民知道一些关于中国电信3G业务推广的。它也进行了SWOT分析，发现中国电信的3G服务快速发展，同时也面临着一些威胁，并具有一定的优势和劣势，发展3G业务。中国电信3G业务的市场营销战略应。它包括市场定位、营销战略、品牌战略、生产战略、价格战略、地方战略、提升战略。中国电信实施差异化战略；在大客户的大客户的关注，考虑到工业客户，客户的私人网络；完善的3G业务的品牌体系；填补国内CP、SP合作的空缺，结合CP、SP合作和开放的过程中，加强CP／SP谈判，加快建设销售3G添加生产平台，推出3G专业生产；根据不同的客户有不同的3G套餐，如使天一聊天软件包中较高的客户，在3G业务的计划，提高数据业务，使操作更为总比2G/2.5G 3G业务计费的ARPU值比；推行三级营销网络，包括中国电信服务领域，综合手术室和代理网络，直接销售网络和合作网络。它将主要集中综合手术室和代理网络；主要利用广告推广3G业务，并补充市场营销人员，销售促进和公共关系。应使用互联网，电视，报纸，广播站等。总之，中国电信可以分化在通信行业3G业务保持优势的战略，只有这样，中国电信可以提高通信的市场占有率和3G业务获得利润
关键词；营销战略，中国电信，3G业务
Abstract
In this paper, it mainly researches the marketing strategic of China Telecom’s 3G servant, based on the previous research conclusions, it has a investigation and found most of people know the 3G, particularly the high education background, income, while the old and low income people know few of 3G servant. Some people disagree the price of 3G servant, while they can see the place of 3G servant from online, the place is also import for the resident to open the 3G business, resident know few about the promotion of 3G business of China Telecom.. it also make SWOT analysis and found the China Telecom has a quickly development of 3G servant, while it also face some threaten, and has some advantage and disadvantage to development 3G operation. the China Telecom should make marketing strategic of 3G business. It includes the market position、the marketing strategic、the brand strategic、the production strategic、the price strategic、place strategic、 the promotion strategic. the China Telecom carry out the differentiation strategic; focus on large customers large customer, taking into account the industrial customer, private network customers; perfect the brand system of 3G business; fill the vacancy of national CP/SP cooperation, combing CP/SP cooperation and open process, intensify negotiations of CP/SP, speed up build and marketing the 3G addition production platform, launch 3G specialty production; makes different 3G package according to different customer, such as make the Tianyi chat package for the middle and high customer, In the package of 3G business, increase the data business, make the ratio of ARPU of 3G business accounting for total operation more than 2G/2.5G; carry out three levels marketing network which includes area service of China Telecom, consolidated operation room and an agent network, direct sales network and cooperate network. It wil mainly focus consolidated operation room and an agent network; mainly use the advertisement to promotion the 3G business, and supplement of marketing staff, sales promotion and public relations。It should use the TV, internet, newspaper, broadcasting station and so on. In summary, the China Telecom can make differentiation strategic to keep the advantage of 3G business in the communication industry, only in this way the China Telecom can increase the market share ratio of communication and acquire the profit from 3G business
Keywords; Marketing strategic, China Telecom,3G business
Catalogue
1 Introduction 4
1.1 Background 4
1.2 Statement of Problem 5
1.3 Research Objective 6
1.4 Need for the Study 6
1.5 Scope of the Study 6
1.6 Research Questions 7
1.7 Research structure 7
2 Literature reviews 8
3 Research Design and Methodology 12
4 The marketing strategic of China Telecom’s 3G business 15
4.1 China Telecom 15
4.2 The internal and external environment 17
4.2.1 The internal environment 17
4.2.2 The external environment 19
4.2.3 SWOT analysis 23
4.3 The investigation of marketing strategic of China Telecom’s 3G business 25
4.3.1 The analysis of marketing strategic of China Telecom’s 3G business 25
4.3.2 Production 25
4.3.2 Price 27
4.3.3 Place 29
4.3.4 Promotion 31
4.4 The marketing strategic of China Telecom’s 3G business 33
4.4.1 The market segmentation and target market section 33
4.4.2 Market positioning 34
4.4.3 Make and carry out marketing strategic o
