广东联通3G营销研究

摘    要
2008年，电信业的重组给3G商用奠定了基础，3G牌照的发放也让我国正式进入了3G时代。
3G技术标准的诞生极大地提升了移动通信网络的数据承载能力，也为移动通信网和互联网的结合提供了更为坚实的技术平台。广东联通作为广东联通在广东的分公司， 3G时代的到来给其品牌重塑制造了机会，通过制定和运用市场营销策略，提升服务质量是公司面临的一个重大问题。本文首先介绍了3G市场的营销环境，分析了影响广东联通3G营销的宏观环境（社会文化环境趋势和政策监管环境）。然后分析3G市场的竞争态势以及广东联通3G营销的优劣势和可能遇到的机会和威胁。三大运营商在3G市场的三足鼎立格局说明了3G市场的竞争激烈，任何一家公司都不可能独领风骚。因此必须准确定位，采用差异化战略来占有市场，吸引用户。文章本着提出问题，分析问题，解决问题的精神，先分析了广东联通现有的3G营销策略，包括品牌、产品、价格、渠道和促销策略，并发现其中存在的问题和不足，最后结合企业实际，提出笔者对于解决现有问题的意见和建议。在解决问题的建议部分，重点分析了有形展示策略的运用和内部营销的推动。为了提高服务的效率，广东联通还需要关注服务流程的管理，通过建立标准化的服务流程来保证服务的质量和提高工作效率。

关键词：3G，服务营销，市场营销策略，内部营销
Abstract
In 2008, the restructuring of the telecom industry to 3G commercial laid a foundation for a 3G license issued also let China formally entered the 3G era.
The birth of 3G technology standard enormously promoted the mobile communication network data carrying capacity, also provides a more solid technology platform for the combination of the Internet and mobile communications network. Guangdong Unicom as China Unicom in Guangdong branch, the arrival of the era of 3G to reshape its brand manufactured the chance, through the marketing strategy and improving the service quality is a significant problem the company faces. This paper first introduced the 3G market marketing environment, analyzes the impact of Guangdong Unicom 3G marketing macro environment (social cultural environment trends and policies regulatory environment). Then analyzes 3G market competition situation and the advantages and disadvantages of Guangdong Unicom 3G marketing and the opportunities and threats it will meet. Three big operators on the 3G market establish that the pattern of 3G market competition is intense, any company is likely to dominate. So to accurate position, must use the differentiation strategy to build market and appeal to the users. The article in question, analyze and solve the problems of the spirit, the first analysis of the Guangdong Unicom existing 3G marketing strategy, including brand, product, price, place and promotion strategy, and found that the problems and the insufficiency, based on the enterprise practice, the author put forward to solve the current problem of opinions and Suggestions. In part Suggestions to solve the problem, this paper focuses on analyzing the physical evidence that the use of the strategy and internal marketing boost. In order to improve the service efficiency, Guangdong Unicom also need to focus on service process management, by establishing standardized service process to ensure that the quality of the service and work efficiency improvement.

    Key words: 3G，Service marketing，Marketing strategy，Internal marketing

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