【摘要】 2002年中国联通已发展CDMA用户700万,2003年的目标是新增1300万,使CDMA网(以下简称C网)总用户规模达到2000～2200万。“手机补贴”营销模式是联通2002年所采取的新用户发展策略,这一策略保证了联通2002年C网既定目标的实现。但这种策略也暴露出了不足,突出表现为用户发展成本过高、入网用户忠诚度不够以及后继用户增长乏力等。实现新增用户1300万的目标要依据4P模型理论制定切实可行的营销策略,充分发挥C网优势,走品牌化经营道路。更多还原

【Abstract】 In 2002, China Unicom had increased 7 million CDMA subscribers, and the market target in 2003 is 13 million. It will let the total number of CDMA subscribers achieve 20 to 22 million. "The Handset Allowance" was the key policy of China Unicom in 2002. This policy guaranteed the realization of the target in 2002. The policy however also had some shortages, such as more cost on marketing and low customer loyalty. This paper focuses on how to fulfill the task of 13 million new CDMA subscribers in 2003. The Authors think that making policy of four Ps, fully taking advantages of CDMA network and carrying out the brand marketing are the practicable strategy.更多还原