Improved Design Of Marketing Strategy For China Unicom "World Wind"

In Aug., 2004, "World Wind" GSM/CDMA (GSM is abbr. for Global System for Mobile Communication; CDMA is abbr. for Code Division Multiple Access) was finally incubated and brought forth by China Unicom. On the basis of former G&C mobile system as well as the innovative technology, this product can put two phone numbers from both G and C network in one handset and use them synchronously. It is an important pioneering work accomplished by China Unicom in mobile communication industry. Although "World Wind" takes the advantage of innovative technology, it is still a problem for it to be recognized by the market. In terms of acquiring excellent market shares, it is rather important to have good marketing strategies. This thesis will probe the marketing strategies of "World Wind" by pointing out those flaws of the present strategies while putting forth some new proposals and opinions.The main conclusions of this thesis are as follows:1. We should reorient "World Wind" in the market through "reorientation ofmarketing by three steps" and promote it by direct marketing.2. We should attach importance to brand-oriented strategy, strengthening thecompetitiveness of the brand in order to avoid seeking only price competition. We should enhance the brand image and reputation of "World Wind" by people-oriented strategy serving for different groups according to different situations to seek for more customer resources.3. Through a retrorse cannel, which is from the consumer to the retailer and thento the dealer, we can improve the marketing mechanism of " World Wind " by consolidating the self-support marketing channel, establishing a succinct and effective factorage and exploiting new cooperative marketingmethods.