随着科学技术的发展进步，通信技术的变革也日新月异。从模拟到数字，从2G到3G，信息技术飞速发展。从2009年国家工业和信息化部发放3G牌照开始，3G通信市场在竞争中不断壮大，可以说已经度过了艰难的起步阶段，进入平稳发展时期。网络建设形成规模，用户群稳定增长，3G业务日益丰富。而整合后的中国移动、中国联通和中国电信在3G市场上的表现却各不相同。尤其是作为领先者的中国移动，在3G市场竞争中几乎错失了发展的良机，渐渐失去了2G时期的竞争优势。本文以中国移动整体的3G营销策略为研究对象，通过对过去几年里中国移动在3G竞争中的营销策略进行分析，理论联系实际，结合市场营销相关理论，在明确中国移动发展3G的优劣势、机会和威胁的同时，与主要竞争对手进行对比分析，找出其在营销策略中的问题：目标市场定位不明确；终端应用无明显优势；品牌形象传播力度不足；用户维系手段不足等。并有针对性地提出建议：细分目标市场，满足个性化需求；丰富终端类型，强化用户体验；整合转播策略，提升品牌感知度；建立互动的客户关系，稳定客户群。

In recent years, with the rapid development of information technology, 3G wave is surging at home and abroad. The third generation 3G mobile communication era has arrived. The current 3G development in China has been through the difficult initial stage, entering a stage of development. Network construction beginning to take shape, the user has begun to accelerate, 3G services are gradually enriched. China Mobile, China Unicom and China Telecom have different performance in the 3G market competition. Especially as the leader, China Mobile has missed a good opportunity for 3G development.In this paper, China Mobile 3G marketing strategies for study, by integrating theory with practice, analysis of the marketing strategy in the past few years, through the SWOT analysis，specifically China Mobile’s strengths，weaknesses，opportunities and threats. Comparing with the main competitors to identify the problem in its marketing strategies: the target market is not clear; no obvious advantage of phone applications; lack of efforts to spread the brand image; the means of maintaining user are not enough. On this basis, it is necessary for China Mobile to improve from those aspects: segmenting the target market to meet individual requirements; enriching phone types, and strengthening the user experience; integrating broadcast strategy to enhance brand perception; establishing interactive relationships with customers to stable customer groups.