China Unicom Brand Management Mistakes.docVIP

 PAGE \* MERGEFORMAT 9 China Unicom Brand Management Mistakes China Unicom is China Unicom’s CDMA launch in 2002, and in a short span of two years, quickly open the market to reach more than 1000 million registered users, and basic customer base has stabilized the situation from the appearance of a gratifying situation, but really to China Unicom The purpose of it? The original is also known to be ambitious to seize by virtue of CDMA users of China Mobile’s high-end, have sought in the hands of two trump cards - CDMA and GSM, and China Mobile a showdown. Two years on, the results of how what? Originally expected, the overall situation and there is a big gap between China Unicom and did not pass the 133 this next-generation communications technology to achieve the purpose of occupying high-end market, on the contrary, it and his own 131,130 formed internal competition. In the PHS for the baked before moving two points Unicom and the world: China Unicom with self-tariff concessions, occupying a significant portion of the low-end market; while China Mobile with a good signal and services firm occupied the high-end market. China Unicom 131,130 itself has occupied the minds of the majority of consumers the impression that cheaper tariff, from this point is concerned, China Unicom in terms of relative mobility in the low-end market, has the absolute advantage in the high-end clients in and mobile there is a large gap between China Unicom 133 is based on relying on a new generation of communications technology, so as to achieve set Unicom 133 high-end, fashion brand image to achieve the diversion of China Mobile purpose of high-end users. In this case, China Unicom will also have two trump cards: GSM firmly occupy the low-end market, CDMA, and China Mobile to snatch the high-end market. Originally envisioned with China Unicom is different is that 133 does not establish a corresponding high-end image of the work to attract high-end customers, and not much progress,