文档介绍：中国联通 CDMA 市场营销案例分析中文摘要 1994 年7月 19日, 中国联合通信有限公司( 以下简称中国联通) 的成立, 是国务院打破电信垄断、引入市场竞争的重要举措, 推动了中国电信业的改革和发展, 提高了中国的信息化服务水平,使移动通信服务真正成为寻常百姓的日常需求。中国联通在全国 30 个省、自治区、直辖市设立了 300 多个分公司和子公司, 是国内唯一一家同时在纽约、香港、上海三地上市的电信运营企业。截至 2008 年 12月 31止, 公司的 GsM 和 CDMA 移动电话客户已达到 14, 万户,按两网客户数计,为全球第三大移动运营商。 2006 年1月8日, 中国联通 CDMA 网开通仪式在北京人民大会堂隆重举行, 标志着中国联通 CDMA 网络正式商用。经过六年的发展,截至 2006 年 12月 31 止, CDMA 移动电话客户达到 3, 万户, 按客户数计, 为全球第二大 CDMA 运营商。本人自工作以来一直在中国联通一家地市分公司工作,从事网络建设维护工作,亲历了 CDMA 网络的建设及运营。应该说, CDMA 项目凝聚了一代联通人的汗水与梦想,激发了联通人赶超***的豪情壮志。然而,在经历了 2002 年-2006 年客户规模的快速扩张后, CDMA 发展开始出现疲态,客户发展缓慢, 经营持续亏损, 甚至被坊间传为拆分重组的对象。本文力图运用 4C’S 营销理论对中国联通 CDMA 业务的营销策略进行分析和探讨, 挖掘 CDMA 发展困局的根源, 以期对未来中国 3G 业务的运营提供借鉴。关键词: 营销策略;4C ’S 营销理论; 中国联通;CDMA China 's CDMA Marketing Case Analysis English Abstract July 19, 1994, China United munications Corporation (hereinafter referred to as China ) was established, the State Department to break the munications monopoly and petition in the market an important move to promote China's reform and development of the munications industry to improve China's information technology level of service makes munications services to truly e the everyday needs of ordinary people. China , the country's 30 provinces, autonomous regions and municipalities set up more than 300 branches and subsidiaries, is the only one in New York, Hong Kong and Shanghai-listed panies. As of 2006, ended December 31, pany's GsM ① and CDMA ② mobile phone customers have reached 14, million, according to two the number customer count for the world's third largest mobile operator. January 8, 2002, China work opening ceremony was held at Beijing's Great Hall, marking the official business of China work. After six years of development, up to 2006 December 31 only, CDMA mobile phone customers to reach 3, million, according to customer number terms, the world's second largest CDMA operator. I graduated from undergraduate since 1999 has been in China , a branch of prefectures and cities to engage work