With the aim of increase the market share and arpu value , i use the 4ps method to analysis the market strategy of china unicom for cdma from 2 tiers . for the cdma tier , the market target is to gain the market share as more as china unicom can , for the wireless data service tier , unicom should attract more high end users and increase its arpu value 针对中国联通提高移动市场份额和arpu值这两个最主要的市场目标,我认为在cdma层面上,中国联通市场发展的首要目标是尽快提高其市场份额;在无线数据业务层面上,中国联通的市场策略是通过无线数据业务提高arpu值,吸引高端用户。
Almost from jilin broadband customer groups demand analysis shows that in addition to users of netcom speed broadband " experience " , for broadband content service are concerned that information enquiries , online chat , search engines , send mail , and downloaded online daily use does not satisfy people ' s individuality and diversity demand , and online education , online live broadcast , network games , visual telephone , video 最后,为了进一步提高宽带arpu值,挖掘更大的利润空间,提出了建立宽带价值链、开发宽带增值服务、灵活的资费政策、个性化的解决方案等吉林网通宽带盈利模式的对策,以应用促发展,不断地提高吉林网通的可持续发展能力,保持其在省内通信行业的领先地位。
This essay discusses the guide idea of marketing strategy , that it is : to base the marketing strategy on network building , cater for the market need and fully exert the advanced cdma technology , in order to cater for dezhou mobile communication market constantly developing . the marketing strategy target of cdma market of dezhou unicom is : to strengthen the competitive ability in local mobile communication market , increase the number of users of china unicom and become having the same level with dezhou mobile 德州联通cdma市场营销战略目标是:通过为用户提供一种新的移动通信技术,提高其在本地移动通信市场的竞争力,增加联通的用户市场份额,提高用户的arpu和mou值,改变联通低质低价的形象,树立高品质的新形象;同时,在其它潜在竞争对手进入市场以前,占领更多的市场份额,逐步成为与德州移动旗鼓相当的竞争对手。
The mobile communications limited liability company has more than 70 million new users in 2005 . “ m - zone ” users accounted for 87 % . the gmpcs user ’ s arpu ( average revenue per user ) is general decline and the “ m - zone ” user ’ s fee down turn , but “ m - zone ” ’ s arpu is not drop . it makes that m - zone ” user , which accounted for 17 % of the total mobile users , contributed 18 % of total revenue 2005年成都移动新增的70多万用户中, “动感地带”用户就占了87 %左右,在全球移动通信用户的arpu ( averagerevenueperuser )值普遍下滑的背景下,成都移动“动感地带”用户的资费虽然在不断下调,但arpu值却一直没有下降,这也使占成都移动总用户17 %的动感地带用户贡献了18 %的收入,其中还有45 %的收入是使用数据业务带来的收入。