渠道制胜——联通如何在未来赶超对手

Channel subdue——the China Unicom how to surpass the match in the future

自2002年中国联通在战略上选择失误,将经营的重心放在C网上,就一直被移动所超越,2004～2008年,联通在G网的投资和宣传上一直处于停滞的状态,CDMA成了联通的代名词,而联通信号差的用户口碑,也一直伴随着联通走到了现在。随着电信重组,联通与网通合并,C网剥离,联通获得了世界上技术最成熟、终端产业链最完善、应用最丰富的WCDMA网络牌照,联通开始在各个方面发力,如Iphone的引进,三星大器手机的推出,24个月合约计划,千元智能机的强势推出,以及与苏宁电器携手合作,都意味着联通不再甘心永远坐在老三的位置上,而是选择了积极出击,寄希望于能够在3G时代改变目前绝对弱势的困局。文章通过对基层(县分公司)联通、移动(包括电信)的渠道情况调查分析对比,试图找到联通在渠道上与竞争对手的差距所在,阐述未来联通如何在基层渠道建设上赶超竞争对手。

Since the strategy choosing fault of China Unicom from 2002,placed C on-line as the manage gravity,it has been overtaken by mobile.From 2004 to 2008,the investment and publicity of C on-line has stoped.CDMA has been the mobile synonym.And the bad user oral signal of China Unicom is going with it all the time.Along with the telecommunication reorganization,the merge of China Unicom and Netcom,the C net peeling,the China Unicom obtains the matures technology,the terminal industry chain to be most perfect,to apply the richest WCDMA network license plate in the world.The China Unicom starts in each aspect to send the strength,such as the Iphone introduction,tristar great talent handset＇s extrusion,24 month contract plan,thousand Yuan intelligence machine＇s strong trends promoted,as well as hand in hand cooperated with the Soviet rather electric appliance,means that the China Unicom no longer was resigned to forever to sit in the third child position,but chose to launch an attack positively,placed hopes in the 3G time change present absolute weak trend predicament.This article through to basic unit （county company） China Unicom,migration （including telecommunication）the channel situation diagnosis contrast,attempted to find the link to be at on the channel with the competitor disparity,elaborated that in the future how the link will surpass the competitor in the basic unit channel construction.