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Competition Strategy Research on China Unicom 3G Business

Author: YuDaJiang
Tutor: XinLiGuo
School: Shandong University
Course: Business Administration
Keywords: China Unicom3G Value chain SWOT Differentiation strategy
CLC: F626
Type: Master's thesis
Year: 2010
Downloads: 298
Quote: 0
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Abstract


On May 24,2008, China Mobile, China Telecom and China Unicom become domestic telecommunication operators after merger and reorganization. According to the telecommunications restructuring plan, China Mobile obtain TD-SCDMA license, China Telecom was granted CDMA 2000 license, China Unicom obtain WCDMA license. China Unicom, compared with the other two operators, especially China Mobile, there are obvious difference in the number of users, business income, and operation ability. In addition, the global telecommunication has entered the track of the rapid development of 3G After the opening market of China’s telecom, China Unicom will face world-class telecommunications carriers from global impact. Therefore, as the times of China’s 3G closing, China Unicom shall formulate and implement effective development strategy, make the company in the process of rapid development of 3G establish sustainable competitive advantage.In this crucial period, we use enterprise management discipline theory knowledge, analysis the development of China Unicom 3G strategic, select and implement the strategy for China Unicom 3G And we also provide a sustainable development of construction scheme for China Unicom as an "integrated communications and information service provider."In the first part, we analyze strategic method for China Unicom with PEST in general outside environment.Secondly we analyze 3G industry environment with help of 3G industry value chain and constructed based on the analysis of the Michael Porter’s Five Forces Model of 3G industry chain model. Then the competitive environment is analyzed for China mobile and China telecom this two big rivals. In the internal environment aspects, we use the enterprise internal value chain model analysis of company resources and capability, in order to explore core competitiveness of enterprise. Based on the analysis of the strategic we use SWOT to analyze the strengths, weaknesses, opportunities and threats for China Unicom. And then we determine the differentiation strategy of China Unicom 3G in part of Strategic choices.In part, according to the differentiation strategy choice of China Unicom 3G before, differentiation strategy of China Unicom 3G implementation system was divided into differentiation strategy of 3G industry value chain, differentiation 3G talent strategy, differentiation 3G marketing strategy of three parts. At last we also warn the risk will be encounter in each part of the implementation process of the strategy and provide the countermeasure and the suggestion.

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