Study On The Strategy Of Brand Competitive Power For Shandong Unicom

In the complex market competition of mobile communication, the price competition was presented once for the magic weapon. Each correspondence operator hit the price war greatly once in order to compete, but after a series of price wars, the operators realized gradually the harm of price war and started to go out the price war, changed the brand competition step by step. Therefore, the telecommunication industry competition transformed at present from the original simple price competition to the brand competition and service competition. With the development fast unceasingly of the telecommunication industry, the telecommunication market's competition turns red-hot day by day, when they use the telecommunication product, the consumers have more options, how to establish the telecommunication brand loyalty of the customer and enhance the core competencies of the telecommunication brand, becomes an important topic which telecommunication enterprises and so on Shandong Unicom have to consider.This article takes the brand, the competitive advantage,the core competencies theory and brand competitive power as a starting point, in the generalized analysis for the telecommunication profession essential feature and the competition characteristicthe mobile communication profession characteristic and the trend of development's foundation, then analyzes the Shandong Unicom brand development process and the competitor brand's thorough comparative analysis.On this basis,it comes up the question and insufficiency existed of Shandong Unicom in the brand construction and the management and constructs the Shandong Unicom brand competencies promotion strategy model, then proposes five grand strategy directions and six competition strategies separately from the strategic plan and the tactical execution.The end,it carrys on the forecast to later trend of development of mobile communication brand in the future.