市场营销专业论文摘要

摘要

2009年，随着第三次中国电信行业重组的完成，形成中国联通、中国电信、中国移动三家全业务的电信运营商，同时国家给这三家公司颁发了三张不同技术标准的3G网络牌照，标志着中国移动通信行业正式进入了3G时代。

中国联通拥有的3G牌照是WCDMA技术标准的，是全世界范围内产业链最成熟、应用最广的3G标准，因此，在3G时代，对于中国联通发展而言，既面临着很好的发展机遇，但也同时也面临着竞争对手强大的压力，3G时代中国联通如何突出重围，从行业的追随者转变为行业的领跑者，3G业务的营销策略尤为关键。

本文在对中国联通现阶段的3G业务运营中存在的营销策略问题进行研究分析的基础上，结合对中国联通的3G业务当前营销环境的系统分析，通过SWOT模型分析了中国联通3G业务内外部因素，运用整合营销理论和4C营销理论得出针对现阶段中国联通3G业务营销策略的优化改进建议。希望通过本文对中国联通3G业务市场营销策略的改进建议，能为今后中国联通3G业务的进一步推广提供参考和帮助。

关键词：中国联通；沃；3G；营销策略

Abstract

In 2009, as the third China telecom industry restruction completed, there are China Unicom, China Telecom, China Mobile three full—service telecom operators in china telecommunication market. At the same time three companies are awarded three different 3G network licenses which marks Chinese mobile communications industry has formally entered the 3 G era.

WCDMA—3G license given to China Unicom own the most mature industry chain and is most widely used in the world scope. Therefore, in the 3G era, China Unicom has a good opportunity to develop, but also faces severe pressure of competition. 3G business marketing strategy was a key to answer the question how can China Unicom get through the close siege and switch the followers of the industry to the industry leader In 3G era.

First this paper list the problem exist in current 3G business marketing strategy of China Unicom。Second the paper list the analyses of the marketing environment 3G business faces。Third the paper using SWOT model to analysis the internal and external factors of China Unicom 3G business。Last the paper Put forward the suggestion aimed at optimizing and improving the marketing strategy of China Unicom 3 G business on the basis of Using the integrated marketing theory and 4 C marketing theory. I hope all this suggestion to marketing strategy of China Unicom 3 G business gave in this paper can supply reference and help for China Unicom3 G business 。

Keywords：china unicom；wo；3g；marketing strategy