本文介绍了第三代移动通信系统(3G)业务类型,分析了我国3G时代电信市场进行营销创新的必要性,提出基于营销数据库系统的3G时代电信市场互动式整合营销传播模型,阐述了数据采集、营销数据库建设、客户细分、制定互动式整合营销传播计划、实施营销传播以及客户反馈等互动式整合营销具体实施步骤和实施策略。 This paper introduces the types of 3G mobile services, analyzes the necessity of marketing innovation in 3G market in China, proposes an interactive integrated marketing communication model based on marketing database system in the 3G era, expounds the data collection , Marketing database construction, customer segmentation, the development of interactive integrated marketing communications program, the implementation of marketing communications and customer feedback and other interactive integrated marketing specific implementation steps and implementation strategies.