Marketing Strategy Analysis Of China Unicom WCDMA 3rd Mobile Communications Network

In 2009, with the 3^rd China telecommunication industrial reconstruction, three full-scale service providers, namely China Unicom, China Telecom and China Mobile, come into being. Government issueed three different technical standards of 3^rd network licenses (refer to: 3G) to these companies which officially marked the beginning of 3G times of China Mobile Communications.3G license issued to China Unicom is based upon the most mature and widespread-used WCDMA technical standard. .80% of wordwide 3G service providers adopt this kind of 3G network. In 3G times, China Unicom's development is confronted with great opportunity, meanwhile, must work against powerful stress from competitors. The most critical for China Unicom is to issue marketing strategy to transform themselves from follower to professional leader.From the end of 2008, with the completion of the telecommunications reorganization, China Unicom conducted construction and operation of WCDMA's 3^rd Mobile Communication Network. This article focused on the analysis of 3G marketing strategy disadvantage in the transition period. In the the beginning of 3G times, lower cost is the high point to attract adopters to take new try. Thus market is divided into family, fashioner, merchandise and specialist to take divergence of marketing methods to avoid marketing failure of CDMA before.