Studies On Competitive Strategies Of China Unicom

China mobile market will be more open to the outside world with China entering the WTO. The domestic mobile communication industry will get the golden opportunities for development, as well as the rigorous challenges. Regulatory trend of Chinese government has become clearer. The Chinese government has gradually followed international practice, introducing policies aimed at breaking up monopoly, bringing in more competition, and fostering effective market orientation. All of these would lead to more new entrants into the industry, and competition between new entrants and incumbents would increase. So, it is essential to research the competitive strategy of domestic mobile communication industry.Existing studies on competitive strategies focus on either all competitors or incumbents, with less attention on strategies of new entrants. This dissertation intends to focus on this area.Under above-mentioned backgrounds, the author establishes the competitive analytical framework of China Unicom according to the definition of the modern strategy theory: from macro-environment analysis to micro-environment analysis, to the existing rival's analysis within the industry, and to choosing the competitive strategy. At the same time, the author uses the methods of the PEST analysis, the Five Forces Model of Competition and value chain analysis to facilitate the establishment of this framework, which can serve as a basis to craft the corporation's competitive strategy. The author hopes that this framework will be helpful for the continuous development of the other mobile communication corporations.The dissertation is composed of five parts except for the introduction, in the first part, the author reviews the development of the theory of strategy, especially the development of theory and practice of competitive strategy; in the second part, the author summarizes the development of China mobile communication industry from the aspects of characteristics of China mobile communication industry, the course of opening to the world and the competitive structure of China telecommunication market and the current situation of China mobile communication industry, etc; in the third part, the author analyzes the external environment of China mobile communication industry from the following aspects: the national economy and the development of the society, industrial environment and technological environment, and analyzes the competitive structure of China mobile communication industry with Porter's Five Forces Model theory. In the fourth part, the author analyzes the three fundamental competitive strategies and forms the combination of competitive strategies composed of price competition, discrepancy, core competition and industry innovation. In the last part, from the development of 3UK and KDDI, the author draws some conclusions about China Unicorn's competitive strategies.Combining the theory with practice, considering the current situation of domestic mobile communication industry deeply, the author put forward some viewpoints about china Unicom how to establish his own competitive strategies and develop his own core competencies.