Research On Competition Strategy Of Chinaunicom's CDMA Product

Currently, mobile telecoms are quickly developing due to the "two-wheel driven" of both social development and technical progress. China Uniform put the mobile telecom network of Code Division Multiple Access (CDMA) into market. As a secondgeneration mobile telecom product, CDMA had been highly expected to lead telecoms developing, balance completion strength, and improve innovation and technical evolvement. However, its current market occupying and income are less than 10%, which is far below average income level of the industry and makes it a problem to be solved to research competition strategy of CDMA product.CDMA product has fair circumstance of social economy and industry development. Our current mobile telecom market is still in the increasing situation of both customer number and service multiplication. And, with market institution of two monopolies (China Mobile and China Uniform), and triple kinds of products(mobile GSM product, uniform GSM product and CDMA product), the competition of the industry is relative intensive. With low network establishing and maintenance cost, high speech quality, high operation carrying ability and wide service expanding potentiality, CDMA product can present more additional value for the users. In accordance with the requirement of the development of the society and technology, mobile products should be low-cost, highquality, convenient, multi-business, and personalized.According to the competition strategy theory of Professor Michael.Porter, the most suitable competition strategy for CDMA product is synthetic strategy that is firstly considering low cost leadership and then differentiation is appending.According the requirements of low cost and differentiation, company should strengthen the company culture of practice, high efficiency and innovation; build company organization and structure with high efficiency, flat management pattern, and multidivisional structure; use the market segmentation standard with characteristic of adapting speech, short message and other new service; use new product definition method with proof of customers'perception as the whole using value and with single set as product, making research and development strategy with objective of developing and guiding market requirements; make a effort to improve the service levels; expand the level of differentiation of the products themselves; shoot for target customers market with detailed differentiation by low-cost ascendancy; add the additional value by differentiation of service innovation and application; which will realize the objective of improving the satisfying degree and reduce the losing of the users and preventing the imitation of the competitors. So company should make policy of employee recruiting, training and inspiring; adapt finance strategy of strengthening budgeting management to control cost recruitment, and adapt implements strategy control including of building information feedback system, decision process control.