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产品定位:稳定渗透vs猛冲猛打:移动:稳定渗透;联通:猛冲猛打;点评:价格竞争的动态博弈;移动:价格歧视;联通:优惠均沾;点评:构建品牌——个性鲜明vs形象模糊;移动:个性鲜明;联通:形象模糊;点评:渠道管理——精细vs粗放;移动:渠道精耕;联通:重结果不重过程根据市场角色战略理论,任何一个市场竞争者都应首先明确自己的角色,进而才能制定正确的竞争战略,成为市场的赢家。从中国移动通信市场两大运营商的实力来看,各自的市场角色是十分清晰的。1997年9月3日,中国移动通信集团公司(以下简称移动公司)将国内
Product Positioning: Stabilization infiltration vs storming hit: Mobile: stable infiltration; Unicom: fierce punching; Comments: the price competition dynamic game; Mobile: price discrimination; Unicom: concessions are James; Comments: build brand - distinct personality vs Image: fuzzy; Mobile: distinctive personality; Unicom: the image of fuzzy; Comments: channel management - fine vs extensive; Mobile: channel intensive; Unicom: revaluation of the process does not matter According to the market role of strategic theory, any one market competitors should first Clear their role, and then we can develop the right competitive strategy to become the market winner. Judging from the strengths of the two operators in China’s mobile communications market, their respective market roles are very clear. September 3, 1997, China Mobile Communications Corporation (hereinafter referred to as mobile company) to domestic