Abstract:

This paper is based on the scale of development of 3G customer.The emphasis is on the importance of brand operation to 3G development under the circumstances that the quantity of 3G customer is fall behind in China according to the development history of Japan and Korea.The conclusion is that,in the 3G era,operators should focus on the location of brand image and brand values,and comprehend and use the changing of psychology of customer,in order to attract target customer.

Key words: 3G, brand operation, values location, brand image