3G时代我国通信运营企业体验营销体系策略研究

On strategy of experiential marketing system of China's communication business in 3G era

从体验营销:3G发展的战略性举措和现实性选择、体验营销:要求机制体制的动态创新、体制创新:体验营销成功的保障这三个方面,论述了在电信新业务推广的大背景之下,应该转换传统惯性的思维定式,果断建立新的营销体系、采用新的营销方式,促进电信新业务的发展。

China＇s telecommunications is in the rapid transition from 2G market to 3G,and 3G mobile phones will account for 50% of the market in 2011.While the majority of users shows that they won＇t use 3G eagerly,which leads to an imbalance of supply and demand is obvious in a sense.This situation is related to no 3G service in the consumers＇ experience.Operators should change the traditional mindset,meanwhile create a new marketing system and introduce new marketing methods decisively,in the background of new services promotion of telecommunications.Thus the reconstruction of marketing system is essential to experiential marketing implementation.Therefore,3G experiential marketing mode shows both a strategy vision and inevitable reality.