摘要：随着科技信息技术的新一轮大爆炸，3G时代的到来给通信市场带来了一场激烈的信息业务战。在信息大爆炸的大环境下，联通面对中国移动、中国电信等电信巨头的挑战，中国联通面临着巨大客户资源丢失的风险。在现阶段中国联通不管在3G增值应用服务、营销手段、营销团队还是客户关系管理理念都远远落后于中国移动和中国电信。联通要在3G市场上要迅速确立起龙头企业地位，与电信、移动分享3G市场份额，就必须及时完善客户关系管理系统，转变业务增值模式，不断进行产品创新、服务创新，变革管理、经营理念，关注客户价值，提高服务水平，确定以客户服务为主导的营销管理体系，培养客户忠诚，不断扩展用户群，从而保持在3G市场的优势性地位，进而才能在竞争激烈的3G时代中赢得胜利。

关键词：3G移动网络，中国联通，客户关系管理，建设和对策

Abstract：with the development of science and technology information technology to a new round of the big bang, the arrival of the era of 3G to the communication market has brought a fierce business information warfare. In the great explosion of the information environment of China Mobile, China Unicom, China Telecom, in the face of telecommunications giant challenges, China Unicom is facing the huge risk of loss of client resources. At this stage of China Unicom in3G value-added application services, marketing tools, marketing team and customer relationship management are far behind in China Mobile and China telecom. China Unicom in the 3G market to quickly establish bibcock enterprise status, and telecommunications, mobile share 3G market share, must timely improve customer relationship management system, change the business value-added mode, constant product innovation, service innovation, change management, business philosophy, attention to customer value, improve service levels, identifying customer service leading marketing management system, cultivating customer loyalty, expanding the user group, so as to maintain the advantage of 3G market position, and then only in the fierce competition in the3G era to win.

Key Words:3G mobile network, China Unicom, customer relationship management, construction and Countermeasures