中国联通衡阳分公司3g业务体验式营销改善方案分析-analysis on the improvement scheme of experience marketing for 3g business of hengyang branch of china unicom.docxVIP

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中国联通衡阳分公司3g业务体验式营销改善方案分析-analysis on the improvement scheme of experience marketing for 3g business of hengyang branch of china unicom.docx

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中国联通衡阳分公司3g业务体验式营销改善方案分析-analysis on the improvement scheme of experience marketing for 3g business of hengyang branch of china unicom

万方数据万方数据 RESEARCH OF THE IMPROVEMENT PROGRAMME OF 3G BUSINESS EXPERIENTIAL MARKETING FOR CHINA UNICOM HENGYANG BRACH COMPANY ABSTRACT With the issuance of 3G licenses and the popularity of smart mobile phone, the traditional voice business marketing model can’t adapt to the development of the 3G era. Major telecommunication operators are giving great impetus to the transition of marketing mode. They adopt the new marketing mode which is taking data-flow as the core and using interactive experiential marketing as the main method from four aspects :selecting right target, using a good channel, grasping the sales terminal and accomplishing well experience.They intend to expand the user scale and improve the flow using scale and obtain the development opportunities of 3G era. First, according to the development and characteristics of comm- unication industry’s 3G service, we introduce the basic theory of a new kind of experiential marketing’s channel management, analyze the impl ementation of experiential marketing in the communications industry’s 3G business, and use environmental analysis to the communication industry which carry out the experiential marketing in the 3G era. We construct the 6E combination framework System Architecture of China Unicom’s experiential marketing. They include experience, Environme -nt, Event, Engaging, Effect and Expand. Second, according to the actual situation of China Unicom, we apply the experiential marketing to the business hall’s the sales model, and IV combine traditional marketing mode with new marketing mode as the transition period of China Unicom Hengyang Branch Company’s market -ing transformation. We use the 7P marketing mix theory to provide a better marketing strategy for China Unicom 3G business’s development target. Third, according to the China Unicom Hengyang Branch Company 3G business’s actual situation, we use SWOT analysis to obtain the suitable four strategies of Hengyang Unicom: SO strategy (enhanc