中国联通公司3G通信市场营销战略讲义.docVIP

中国联通公司3G通信市场营销战略研究 摘 要 随着2008年5月国务院正式宣布电信业再次重组，宣示着3G时代的到来离我们的生活不远了。中国通信事业的飞速发展，让人们的生活日新月异。但国外运营3G网络的经验教训告诫我们，3G市场是一个全新的市场，同样存在着高昂的风险和机遇。特别是在美国次贷危机引发的全球经济衰退背景下，中国国内的经济发展受到严重影响，结构性经济调整已经对各个行业产生了深远的影响，也给电信行业的盈利能力带来前所未有的压力。对于电信运营商来说，重组后即将颁发的3张完全不同的3G牌照，意味着国内3G通信市场上的未来竞争将异常惨烈，而如何进入3G市场，该采取怎样的战略来实现目标是一个非常值得的研究课题。正因为如此，目前每个电信运营商在3G网络投资和建设准备上都显得异常谨慎，犹如下棋高手们在博弈，生怕一招出错导致满盘皆输。 本文以国内电信行业3G重组为背景和出发点，搜集了国内电信行业发展的历史数据以及3G等相关通信技术的特点，并凭借作者本人在中国联通福建分公司工作近9年的工作经历和部分企业内部数据，运用“战略管理”等相关研究模型，着重分析了当前电信行业发展的现状、特点，并对重组后3G未来前景进行了预测。同时，本文力求真实、客观地从战略层次寻找重组后的新联通公司进入3G通信市场的营销策略，即实施“3G通信市场消费方向主导型市场战略”，并结合当前宏观经济形势，深入剖析中国联通公司自身的优势和劣势，给出其3G相关的战略实施建议。 关键词:联通;3G;营销战略;SWOT分析; China Unicoms 3G Communications Marketing Strategy Research Abstract ???? Reform and opening up 30 years ago, the rapid development of Chinas telecommunications industry, so that peoples lives with each passing day. With the May 2008 the State Council officially announced the restructuring of the telecommunications industry, once again, declaring the arrival of the 3G era not far away from our lives. However, 3G networks overseas operations experience and lessons taught us that, 3G market is an entirely new market, there are also high risks and opportunities. Especially in the U.S. sub-prime crisis triggered by the context of global economic recession, Chinas domestic economic development has been seriously affected, and structural economic adjustment has been right all industries had a profound effect, but also to the profitability of the telecommunications industry has brought unprecedented pressure on . For telecom operators, re-issued soon after the three completely different 3G licenses, which means the domestic 3G market, the future of telecommunications competition will be extremely tragic, but how to enter the 3G market, the strategy adopted to achieve the goal of what is a very worthwhile study. Because of this, at present each of telecom operators in the 3G network investment and construction,