一、营销传播策划背景伴随着政府以“破除垄断、引入竞争”为目标的电信体制改革的推进,中国移动通信行业竞争的硝烟味也越来越浓。新进入者联通急于要攻,在位者移动坚决要守,同时,加上资费低廉的小灵通不断地对移动通信市场发起的蚕食 I. Background of Marketing and Communication Planning Along with the promotion of the telecom system reform aimed at “breaking monopoly and introducing competition ” by the government, the competitive smoke smell in China’s mobile communications industry is getting stronger and stronger. The new entrants Unicom eager to attack, the incumbent are moving firmly to keep, at the same time, with low-cost PHS continue to erode the mobile communications market