Marketing Strategy Analysis Of China Unicom In CDMA

China United Telecommunications Corp. (CHINA UNICOM) was established in 19th July 1994. It was regarded as an important strategy to break the monopoly of China Telecom and introduce in the competing mechanism which carried out by Chinese government. This strategy has promoted the involution of china telecom, improved the informational services level in China, and let mobile telecommunication services become ordinary need of Chinese people. CHINA UNICOM has more than three hundred branch companies, and is the only one listed telecom company that going public at NewYork,HongKong and ShangHai three places at the same time. Until 31st October 2006, its GSM(Global System for Mobile Communications) and CDMA(Code—Division Multiple Access) system users had arrived 14,236.6 hundreds of thousands people, and was the third biggest mobile-phone operator in the world.On 8th January 2002, the great open ceremony of CDMA CHINA UNICOM was hold at the Great Hall of People in Bei Jing, this marked the CDMA system was formally put into commercial use. Until 31st October 2006, its users had arrived 3,649.3 hundreds of thousands people through six years of development. Accord to the number, It had become the second biggest CDMA Operator in the world.Since graduated form university in 2004, I have been working in a brunch company of China Unicom, engaging in web construction and maintenance, and had experienced its development by myself. To be honestly said, this was a history that contained a generation's hard work and their dream, and it had greatly encouraged its people to catch up with its biggest competitor—China Mobile. However, afterexperiencing a quick user scale expanding since 2002 to 2004, the development ofCDMA had greatly slowed down even lost generation until now. By this reason, in this thesis I try to analyze the marketing strategy of CDMA by using 4C's marketingtheory, find out the reason why it's developing hardly, and to provide some suggestions to the development of 3G business of china in the future.This article consists of 6 parts:Introduction: research background,research purpose and research thoughtPartⅠ: Analyze the market competition of mobile telecom in China by using POTER Theory, including the involution of China telecom, the market development of China mobile Telecom.PartⅡ: The advantages of CDMA technology and its global use situation, the successful business cases in KOERA.PartⅢ: The system construction and operation of CDMA, the problems that exist in the development of it.PartⅣ: Analyze the market segmentation and market location strategy of CDMA business, discuss the problems it exist, and provide suggestions by using SWOT analyzing method,PartⅤ: Analyze the marketing strategy of CDMA business by using 4C's Marketing Theory and Integrated Marketing Communications Theory (IMC).PartⅥ: The inspiration of CDMA business to the development of 3G business, such as the problems that exist in the market segmentation strategy,market location strategy and the marketing strategy of CDMA business.