| ABSTRACT | 第4-5页 |
| Chapter Ⅰ Introduction | 第9-13页 |
| 1.1 Research Background | 第9-10页 |
| 1.2 Research Objective | 第10-11页 |
| 1.3 Research Method | 第11-12页 |
| 1.4 Research Structure | 第12-13页 |
| Chapter Ⅱ Theoretical Framework | 第13-25页 |
| 2.1 Marketing Theory | 第13-15页 |
| 2.1.1 4P Theory | 第13页 |
| 2.1.2 Extension of 4P Theory | 第13-14页 |
| 2.1.3 Market Segmentation | 第14-15页 |
| 2.2 Business Strategy Theory | 第15-17页 |
| 2.2.1 PEST Analysis | 第15-16页 |
| 2.2.2 SWOT Analysis | 第16-17页 |
| 2.3 3G and 4G Technology Introduction and Industrial Chain | 第17-25页 |
| 2.3.1 Mobile Telecommunication Technology Innovation | 第17-20页 |
| 2.3.2 Network Characteristics and Development Direction of the Three | 第20-22页 |
| 2.3.3 Introduction of 3G Industrial Chain | 第22-25页 |
| Chapter Ⅲ External Analysis of CU-MAS Company | 第25-34页 |
| 3.1 Macro Environment Analysis | 第25-30页 |
| 3.1.1 Macro Political Environment Analysis | 第25-27页 |
| 3.1.2 Macro Economic and Social Environment | 第27-28页 |
| 3.1.3 Macro Technological Environment | 第28-30页 |
| 3.2 Market Share Analysis | 第30-31页 |
| 3.2.1 Revenue Market Share | 第30页 |
| 3.2.2 Subscriber Market Share | 第30-31页 |
| 3.2.3 Revenue Structure and Business Structure | 第31页 |
| 3.3 Industry Analysis in Maanshan | 第31-34页 |
| 3.3.1 Introduction of CU-MAS Company | 第31页 |
| 3.3.2 Competition Analysis of Telecommunication Industry in Maanshan | 第31-32页 |
| 3.3.3 Market Strategies of CMCC and CTC in Maanshan and 4G Initial Performance | 第32-34页 |
| Chapter Ⅳ Internal Analysis of CU-MAS Company | 第34-53页 |
| 4.1 SWOT Analysis for CU-MAS Company | 第34-44页 |
| 4.1.1 Advantage | 第34-36页 |
| 4.1.2 Weakness | 第36-38页 |
| 4.1.3 Opportunities | 第38-40页 |
| 4.1.4 Threat | 第40-44页 |
| 4.2 3G Marketing Strategy of CU-MAS Company | 第44-47页 |
| 4.2.1 Target Market Marketing Strategy Analysis | 第44-46页 |
| 4.2.2 Market Targeting | 第46-47页 |
| 4.2.3 Market Positioning | 第47页 |
| 4.3 Problems for 3G Marketing in CU-MAS Company | 第47-53页 |
| 4.3.1 High Price and Confused Market Positioning | 第47-48页 |
| 4.3.2 Weak Channel and Poor Consumption Experience | 第48-49页 |
| 4.3.3 Regulatory Risk | 第49-50页 |
| 4.3.4 Lack of Corporate Business Clients and Competitive Combined Product | 第50-53页 |
| Chapter Ⅴ Marketing Strategy for CU-MAS Company | 第53-61页 |
| 5.1 4P Marketing Strategy Based on Market Positioning | 第53-55页 |
| 5.1.1 Undifferentiated Marketing Strategy in Public Market | 第53-54页 |
| 5.1.2 Differentiated Marketing Strategy in High-end Market | 第54-55页 |
| 5.1.3 Centralized Marketing Strategy in Special Market | 第55页 |
| 5.2 Construction of Sales Channels | 第55-58页 |
| 5.2.1 E-business Development in Telecommunication Operators | 第56-57页 |
| 5.2.2 Grid Sales Team Building | 第57页 |
| 5.2.3 Corporate Business Client Sales Team Building | 第57-58页 |
| 5.3 Supervision of Interconnection | 第58-59页 |
| 5.4 Competitive Products for Corporate Customers | 第59-61页 |
| Chapter Ⅵ Conclusion | 第61-63页 |
| 6.1 Conclusion | 第61页 |
| 6.2 Limitations | 第61-63页 |
| References | 第63-66页 |
| Acknowledgements | 第66-67页 |
