Dissertation
Dissertation > Economic > Posts and Telecommunications economic > Telecommunications > Telecommunications business organization and management

Research on the 3G University Campus Marketing of Yantai Unicom

Author LvJing
Tutor HuZhengMing
School Shandong University
Course Business Administration
Keywords China Unicom 3G university market market development
CLC F626
Type Master's thesis
Year 2011
Downloads 125
Quotes 1
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3G is the short form of Third generation of mobile communication technology. After the restructuring China telecom, there exists a situation in China that the China mobile, China unicom, and China telecom compete with each other. And with the appearance of 3G license, the China Unicom achieved WCDMA 3G license which is the most popular, the most mature and the most perfect in the world, which changed the situation that China mobile was the only major telecom operator and then three major telecom operators enter the age of business competition. In 3G age, whoever can be first to grab the market if he can step firstly, which will lay a solid foundation for future intense market competition and establish certain advantage, and also can lead to have more users, occupying a larger market share and gaining a wide space for development. Three operators have launched respective 3G marketing without previous arrangement, and 3G market competition is now just beginning to appear, and how to grab the 3G market share has become the focus of the competition. Because 3G business just starts, the new users are only people who dare to learn something new, and as new forces, the university students are an example of these users. With the expansion of enrollment in college entrance examination in recent years, the number of university students multiplies daily, so how to get college students users and how to control the university market is becoming the focus of the competition between three big operators. The paper focuses on exploiting the university markets.This study is carried out by Yantai University through surveys and questionnaires on-site market research in two ways, using quantitative analysis method to analyze the data collected from Yantai Unicom 3G marketing in colleges and universities starting the actual problem, the proposed innovation Yantai Unicom STP market selection should be based on strategic market positioning, to determine the education market is the target population, and according to the results of education market research and analysis of the conclusions of various methods designed specifically for the Yantai education market to develop 3G products in more detail marketing strategy program.This paper firstly proposes the researching significance, and then states and analyzes the marketing theory. Based on above, the paper introduces the current situation of Yantai Unicom, and analyzes Yantai unicom marketing environment and it’s 3G marketing conditions, from which the current problems in exploiting market of Yantai Unicom will be concluded.And then, the university markets were used as research subject and the data was collected through the market research. And based on market research, the paper analyzed and got the 3G demand in universities, and the SWOT method was used to analyze the superiority, inferior strength, opportunities and threats of Yantai Unicom in university markets. With the market research results, the paper proposed some exploiting strategies of 3G in universities. Finally, according to the development strategies, the implementation process was formulated which was then evaluated, the results of which showed that the development strategies were available and achieved better market development purposes.

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