摘 要
沈阳联通公司 3G 业务营销策略研究
自 2009 年沈阳联通 3G 开网运营以来，凭借着 WCDMA 网络及业务优势，
沈阳联通 3G 业务连续 3 年来保持快速发展，已成为公司核心业务和最重要的增
长点，3G 收入已基本上和 2G 收入持平，甚至有所超越。但在持续快速发展的
业绩背后，3G 增长乏力，用户 ARPU 值下降，3G 终端高额补贴下的成本压力
等问题日益凸显出来，成为制约公司 3G 发展的瓶颈。

本文以市场营销理论为基础，充分运用在 MBA 所学的各种管理知识，方法
及相关理论提出沈阳联通公司目前存在的诸多问题。通过大量的市场调查，并
运用丰富、详实的统计资料，对沈阳联通公司宏观环境、行业环境和市场需求
进行分析，辨别企业所面临的机会和威胁，找出沈阳联通自身的优势和劣势。

根据潜在用户对 3G 业务需求不同，对沈阳通信市场进行细分，并通过差异化全
覆盖策略确定了目标市场，提出要丰富 3G 上网卡产品线，进一步开发融合产品，
深入挖掘产品的复合价值，完善终端补贴模式，开展体验式营销，发展与维系
并重，逐步形成差异化竞争优势的营销策略。同时，阐述了营销实施阶段的保
障措施，提出要进一步优化员工结构、改善组织效能；完善全成本管理、费用
控制；完善提升一体化支撑能力；更换老旧设备，继续强化移动网络日常优化
和专项优化等保障措施。从而使沈阳联通 3G 营销策略不断改进、优化，提高 3G
业务的市场份额，努力将沈阳联通打造为本地区信息生活和创新服务领导者。

本文的研究成果对于了解沈阳移动通信市场的现状及对沈阳联通公司3G业
务的发展具有重要的参考意义。

关键词：
移动通信，3G
Abstract
The Study of 3G Marketing Strategy of China
Unicom Shenyang Branch
Since the Unicom 3G began to run in 2009, it has developed rapidly and become
the most important profit making service, which is making as much profit as 2G, even
a bit more than that, because of its unique characteristic of WCDMA network and
services. However, some problems that may prevent its future development could not
be ignored. For example, lack of new profit making potentials and cost pressure
caused by high subsidy to it are becoming the choke point of 3G service.
Based on Marketing principles, the thesis firstly put forward the problems in the
field of 3G service in Unicom Company of Shenyang. Secondly, having analyzed on
both of the macro environment of the Company and the environment of the whole
industry and the market demand, the thesis probed into the opportunities and
challenges resulted from its advantages and disadvantages of the Company. Finally,
aiming at making the Unicom Company of Shenyang the leader of mobile phone
industry in the information age by continuously improving and optimizing its
marketing strategy and increasing the proportion of 3G service in the region, the
thesis analyzed the differing needs of potential consumers, differentiated the market
and by differential full coverage strategy the following market objectives are
determined to achieve the goal of competitive differentiation: enriching the 3G
CDMA products; developing joint products; exploiting the compound value of
products; improving terminal subsidy model; carrying out experiential marketing;
putting the same importance to market development and maintenance. Additionally。。。