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In 2008, the fourth restructuring of China's telecommunications industry, in 2009, the China Unicom WCDMA 3G licenses in the new situation, China Unicom Qingdao Branch how to utilize internal and external resources, as well as the advantages of good business, to develop practical competition strategy holds the dominant position in the competition, and constantly improve the comprehensive competitiveness, is a worthy subject of thought and research. The background to the reorganization of the telecommunications industry, the use of the theory of competitive strategy, the PEST analysis, five forces model and SWOT analysis, a careful analysis of the main problems facing Qingdao, China Unicom's status and actual operations after the reorganization. Qingdao Unicom fusion has initially enterprise integration, organizational restructuring, asset resource sharing, business, personnel integration and corporate brand image reunification, \If there is no depth integration of enterprise management system, personnel, culture, did not form a unity and cohesion, the synergistic effect is difficult to achieve, the process will not ring true, the combat effectiveness and execution will be greatly reduced. Qingdao, China Unicom's competitive strategy should be competitive differentiation strategy, by analyzing the full business development in the 3G era, the implementation of the differentiation strategy, brand, marketing and services to build the core competitiveness of enterprises. Discusses the necessary safeguards required in the implementation of Qingdao, China Unicom competitive strategy papers from the four aspects of the organizational structure, corporate culture, operations, support systems, to establish and perfect the system of human resources through the strengthening of the internal organizational structure, creating advanced corporate culture, building a full-service operating systems, optimizing processes to improve the support system to ensure the successful implementation of competitive differentiation strategy. After the study, the paper has come to the following conclusions: the development of Qingdao Unicom restructuring must make strenuous efforts in the business integration, by taking the competitive strategy of differentiation, and give full play to the advantages of the existing fixed network, a forward-looking perspective, respond to future mobile Internet competition. On the specific implementation, it is necessary to do the integration of fixed and mobile, the emphasis on product innovation, good marketing, Qingdao, China Unicom business to form a specialty brands, steadily expanding market, the formation of new business revenue growth for the next stage competition, and lay a solid foundation.
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