联通cdma战略与战术的失衡（Imbalance of strategy and tactics between China Unicom and CDMA）.doc

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联通cdma战略与战术的失衡（Imbalance of strategy and tactics between China Unicom and CDMA）.doc

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联通cdma战略与战术的失衡（Imbalance of strategy and tactics between China Unicom and CDMA）

联通cdma战略与战术的失衡（Imbalance of strategy and tactics between China Unicom and CDMA） Imbalance of strategy and tactics between China Unicom and CDMA In January 8, 2002, the opening ceremony of Unicoms new time and space CDMA network was solemnly held in the Great Hall of the people. After spending huge sums of money consulting McKinsey, China Unicom will GSM positioning in low-end users, CDMA positioning in high-end users (generally refers to) Monthly call fee of $200 or more. But since the launch of CDMA, the market reaction has been dull, in the first 5 months The number of households is only 1 million, which includes 400 thousand users of the original the Great Wall network. In this market situation, China Unicom picked Taking various market promotion means, it finally broke through 2 million in August 15th, and exceeded 3 million in September 25th, October 14th Beyond an important juncture, 4 million, this years goal of 7 million is expected to come true. Purely from the digital point of view, Unicom CDMA seems to be close to success, but the industry on Unicom CDMA debate has never been Stopped. With a series of questions, our correspondent interviewed Mr. Ceng Zhaohui, chief consultant of the blue vision marketing consultant in Beijing. The competitive advantage is not optimistic Reporter: in Chinas mobile communications market, has been showing China Mobile and China Unicom double monopoly situation, please be simple Analyze their strengths and weaknesses? Ceng Zhaohui: all along, China Unicom is mainly low-end users, its users ARPU (average user income) is only 80 yuan, while China Mobile users ARPU more than 125 yuan. For a long time, China Unicom has promoted more consumers to use their hands through price wars Machine, in order to enhance its market share, but its low-end image has also been ingrained. Because of the poor quality and coverage of Unicoms network Not wide, so that its reputation has been low. Unicom and mobile crossfire on GSM for 7 years, the m