Study On CDMA Operation's Strategy Of Shandong Unicom

China Unicom CDMA network landed in 2002, but due to the changing of theexternal competition environment and the swaying of the internal operation strategy,some problems related to the building of CDMA industry value chain and theprofitability of the CDMA network remain unsolved. As a forerunner in thedevelopment of China's CDMA service, Shandong Unicom has been ranking on the topamong the other province-level Unicom companies in the development of the networkcapacity and marketing operation. However, unfortunately, in the recent yearsShandong's CDMA has also been puzzled by the problems of slow growth, grave loss ofcustomers, high cost of marketing, and so on.This article first reviews the growing course of the mobile telecommunicationindustry and analyses the characteristics and policy environment of the current mobiletelecommunication market in China. By introducing the marketing problems of theCDMA service of Shandong Unicom and integrating the development process and theexisting problems of the CDMA of China Unicom with it, the article makes a systematicanalysis of the external business environment, the industry value chain and its operationstrategy. On the basis of the actual market data of Shandong Unicom, it proposes thecompetition strategy of the CDMA development, which mainly coverage the strategy onthe customer positioning, brand development, service, mobile phone terminal, industryapplication, corporate customers and value-added service. Integrated with the actualdevelopment situation of Shandong Unicom's CDMA, this research work aims atmaking full use of the advantage of CDMA to perfect the industry value chain systemand improve the operation strategy and its competition power so as to guide CDMA intoan orbit that is healthy, effective and good for sustainable development. Only thus couldCDMA scramble bigger market share for Shandong Unicom in the keen competitionand pave the way for winning more customers in the coming 3G times. Therefore, thisresearch is very significant not only for the current practice but also for the far-reaching long-term strategy of the CDMA development of China Unicom as well as that ofShandong Unicom.