Research On The Development Strategy Of China Unicom CS Branch

With the development of socialism market economics, China mobile communication market is growing fast. After ten years course of struggle, especially with the entrance of WTO and the economics is integrated into world development trend, there are great changes in the mobile communication market. They are embodied in not only the market structure, but also the communication technology and clients requirement, etc..Under the new competitive environment, the mobile communication company must adjust the business strategy constantly, and reshape the development strategy in the light of the current market characteristic and rivalry.In this paper, the author implements the classical management models such as PEST, Five-Forces and SWOT, analyzes the current status of CS according to the external macro environment, industry environment, internal marketing policies, innovation ability, anti-risk capability, operation model and management efficiency.The author also comes to conclusion of threaten and opportunity brought by the external market varying, identifies questions in the operation, finds out the internal advantages and disadvantages. Meanwhile, the author compares the inner advantages and disadvantages to the external threaten and opportunity, has the conclusion of what the development strategy CS should use to create core competitive advantage. Finally, the author elaborates individually on the mission, operation strategy and function tactics according to the medium and long term targets, in order to design an adaptable, self-satisfactory and practical company development strategy which complies with the economics market.