10 strokes for Unicoms Resurrection.docVIP

 PAGE \* MERGEFORMAT 16 10 strokes for Unicom’s ‘Resurrection’ Unicom’s first marketing model has been ‘dead’ Unicom McKinsey marketing costs = 80 billion and 10 billion operating loss? In 2002, China Unicom carries billions of capital, an ambitious effort to promote CDMA platform, excluding the number of users locally grown to 7 million. However, the company’s 2002 annual report shows that since early 2001 launch of CDMA services, a total of nearly 10 billion in operating losses, the cumulative subsidy of about 8.0 billion mobile phone. As the cost of marketing in the history of one of the largest marketing campaign to promote CDMA, China Unicom to use huge amounts of money up to 80 million, had a strong promotion, the result is less than satisfactory. In order to verify their own marketing ideas and China Unicom to spend up to 10 million in consulting fees had also requested the McKinsey surgeon. Why is communication with her second child in China Unicom’s position, coupled with the world’s most well-known consultancy firms, as well as a huge marketing budget to promote China Unicom for CDMA actually failed? The office by virtue of the hands of the decision-making CDMA technology, confident that he can subvert China Unicom, China Mobile’s dominant position. In order to once again demonstrate their decision-making is correct, and China Unicom to spend tens of millions of the high cost of consultations with the international well-known consulting firm McKinsey. As a result, senior executives and well-known consulting firm McKinsey amp;amp; CDMA in the office was out of the business of the Road - ‘grasp high-end users’. CDMA’s rough road With the opening in Beijing held a grand ceremony of the new China Unicom to promote CDMA space-time set foot on the rough road. ◆ technology and network can not support the high-end positioning, causing users to complain about the activities at the beginning, China Unicom will be playing ‘no radiation (green)’, ‘put-throug