The Analysis Of Marking Strategy And Managerment Of CDMA Network In A Moderate City

A detailed and summated evaluation of both marketing strategy and management of CDMA network is carried out based on a moderate city in China. Both successful and failed aspects of several marketing plans are discussed dating from the onset of the network in Dec. 2001 to June 2005. In this thesis the author tries to locate the target market of CDMA network in future and make the marketing strategy mix of 4Ps for this target market through the analysis of SWOT and PEST, and conclude some proposed solutions to make the comprehensive marketing strategy executed smoothly by a systematic planning and controlling. It is pointed out that the emphasis of marketing plan in next step is to terminate the compensation service to CDMA customers, instead, shift to create an advantageous environment for a complete marketization competition with the tolerance of the profit decrease in a short term. On the other hand, some constructive notions are brought forward on how to expand the share of the wireless market and how to keep a continuous profit. In addition, diverse problems that can occur in the running of the network service are summarized to predict the possible common risk in the new marketing mode. It is very helpful for the smooth transition to 3G systems in future.