A Study On The Marketing Strategy For CDMA Convenience Pay Phone Program Of Xi'an Unicom

With the development of telecom market, problems, such as the simplicity of marketing strategies, the increase of sales volume but no increase in income, and the incapability of the sales staff have emerged and become a bottleneck in the further development of telecom operators, with no exception to China Unicom. The building of efficient marketing strategies thus has become a research topic for the Chinese telecom operators.The founding of China Unicom has broken the monopoly in China's basic telecom business field, introduced competition mechanism and promoted the reform of China's telecom industry. The Lease Program of the CDMA business, which is a program that China Unicom bears the cost of mobile terminal while customer the telephone bill, has been the forerunner in the history of domestic marketing strategies. This program has greatly promoted the CDMA business and at the same time triggered more fierce competition in domestic telecom market. The fierce competition has resulted in the lowering of customer loyalty, the increase of CDMA business cost and the improvement of sales volume but no increase in income. CDMA Convenience Pay Phone Program, a branch of CDMA business, has also experienced the same situation.This paper, based on 4P, 4C theories, SWOT Analysis and Channel Management theory, analyzes the current marketing situation of CDMA Convenience Pay Phone Program of Xi'an Unicom, combines theory and practice, firstly induces and summarizes the intermediate "Visual Operating" marketing strategy of telecom operators, compares it with the traditional marketing strategies, and through further extension, puts forward a combined marketing strategy for CDMA Convenience Pay Phone Program.This combined marketing strategy for CDMA Convenience Pay Phone Program with the intermediate "Visual Operating" marketing strategy at the core, tries to improve the business of CDMA Convenience Pay Phone Program of Xi'an Unicom, lowers its operation risks, and at the same time provides another thought for CDMA business management. The research findings have proved, to some extent, in practical application and need further research and improvement.