China Unicom CDMA Product Marketing Strategy And Tactics Research

In recent years, with the continuous rapid growth of China's national economy, the Chinese mobile communication industry progresses in a substantial high speed. Now the mobile user number in China is over 3 billions, ranking No.1 within the world sector. Under this favorable circumstance, China Unicom(CHU) has become one of the largest mobile communication operators in the world within ten years.As CHU rises, CDMA played a very important role. Before CDMA came into operation in China, the whole mobile communication market was monopolized by China Mobile. In order to change this kind of situation, in the year of 2001, the State Council of China approved of CHU's 1200-billion investment in establishing a CDMA network in China. The new technology and charging standards of CHU's CDMA greatly challenged the dominant status of China Mobile as predicted.This thesis analyzes both the internal and external environment of CHU's CDMA development and the execution of its marketing strategy. There are altogether seven parts: the fist part introduces the background, purpose, meaning and the research frame of this thesis; the second part elaborates the basic theory of product marketing strategy; the third part analyzes the internal and external environment of CHU's CDMA development; the fourth part analyzes the execution of CDMA marketing strategy, and the problem rooted in it; the fifth part reframes the CDMA marketing strategy; the sixth part comes up with the new marketing tactics for CHU's CDMA development in the next stage; the seventh part makes the conclusion and the prospect.