自中国电信、中国移动和中国联通三大电信运营商获得3G运营牌照以来,分别在业务、终端和服务方面进行了资源整合,开展了各种方式的营销活动,促使3G用户大幅度增长。但是我国通信产业从2G时代向3G时代转变是个较为长期的过程,现阶段正是运营商进行业务推广和用户拓展的重要时期。分析用户的需求变化,强化用户体验,是电信运营商建立全业务品牌、促进3G业务推广的必然选择。 Since China Telecom, China Mobile and China Unicom, the three major telecom operators have obtained 3G operation licenses, they have respectively integrated resources in terms of business, terminals and services and conducted various marketing campaigns to promote the substantial growth of 3G subscribers. However, the transition of China’s telecommunications industry from the 2G era to the 3G era is a relatively long-term process. At this stage, it is an important period for operators to promote their services and expand subscribers. Analyzing changes in user needs and enhancing user experience are the necessary choices for telecom operators to establish a full service brand and promote the promotion of 3G services.