The Research Of Market Competition Strategy Of Yiyuan Unicom Corporation

With the worldwide expansion of the mobile market, telecommunication operators have made great exploration in the search for new growth points. How to expanded the market and strengthen the competitiveness using the limited resources is the fundamental problem to the future development of Yiyuan Unicom Corporation. Yiyuan Unicom has become an integrated telecommunication corporation including mobile communication, data business, and value-added business in several years. But at the time of successful development, Yiyuan Unicom has to face many problems such as rough operation, inaccurate market positioning, the needs of further enhancing the brand reputation, differences with competitors in the network coverage, bottleneck constraints and inadequate distribution network of CDMA mobile, rough internal management, staffs'obsolete operating awareness, lacking social communications, and the innovation problem in the future development.The paper analyzed the overall environment of communication industry. The author forecasted the tremendous of Yiyuan Unicom's customers'development with the quantitative forecasting method and revised the result, also analyzed the Yiyuan Unicom's developments and pointed out the necessary and urgency of the research of market competition strategy for Yiyuan Unicom Corporation. At the same time, the author pointed out the significance of the research base on the Yiyuan Unicom's features, products and network, the factors influencing its future development, advantages and disadvantages of competitors, and thorough market investigations, also pointed out the problems Yiyuan Unicom facing. The paper put forward a competitive and developing strategy for Yiyuan Unicom base on the research and forecasting of market development. The strategy mainly included the customers'subdivision marketing strategy, brand strategy, CDMA mobile terminal, fine network building, channel marketing, business innovation, internal control process, staff ranks building, competitors cooperation, coordinate social relations, and so on. The paper put forward an effective developing strategy for Yiyuan Unicom and played a role in promoting its development.