The Research On CDMA Marketing Strategy Of Wei Nan Branch China Unicom

The simulation cellphone has been run in China since the year 1987,in the past 20 years, mobile communication in China has made a rapid progress. It's reported, up to the end of 2005,the number of China's mobile communication users have already achieved to more than 372,776,000,making China the biggest mobile market of the world.As the branch of China Unicom Ltd. Company in Weinan District of Shanxi province, Weinan Unicom Company was making outstanding progress in the both of scale and operation since it has been set up. In 2001,CDMA networks causes the gold chance and at the same time,is faced by challenge from rivals. How to catch the chance for more shares of market is a primary issue before Weinan Unicom Company.In order to prepare for the analysis of market targeting and market positioning of CDMA mobile communication business of Weinan Branch, this thesis firstly analyzes about current mobile communication market and give a scientific prediction for its state of marketing supply and demond. And then through the analysis of the present CDMA market positioning, brand strategy, channel strategy, product strategy and promotion strategy, we try to find the advantage and the main existing problems. Finally, we propose some corresponding suggestions for the improvement of the present CDMA marketing strategy and hope it useful to the making of new Marketing strategy.Through the coordination development of the CDMA and GSM , the dealer's binding sale, client's sale and corporation's self-build channels sale, the downtown market, group customer's market and county area market, the foundation of CDMA network and the brand of CDMA products, we hope that CDMA in Wei Nan Branch can achieve a qualitative leap.