China Unicom 3G Competitive Strategy Of Business Tranformation

With the aim of the main business change of China Unicom, as while as the beginning of the whole business turn of the company,the industrial and information ministries ,national development and reform commission and the ministry of finance issued"the note of reform about telecom system"on 24th May 2008,to encourage China Telecom buy China Unicom CDMA network assets(include subscribers), with China Unicom and China Netcom merger,the basic business of China Satcom classified to China Telecom and the China Railcom absorbed by the China Mobile. after the reform and regroup of these above, it then give the third generation of mobile communication(3G) license. As the company with all aspect of the business ,China Unicom how to developed further and what kind of form it may turn,the adjustment of its structure of business ,also improve the ablity of innovation are the main task of the company nowadays.The paper is made up of four chapters:The first chapter,firstly introduce the developed of Telecommunication in our country and system reform of it .introduce the main competitive situation of three parts whose have the resource of network and the strenge and scale in our country.Secondly introduce the background of the Tele business change,analysis the necessary and the circumstance in our country and aboard. This mean the age of whole competition coming ,and it can open to all tele business company. The whole business operation not only help the company turn the task ,but also improve the effect competition in the market.Finally we analysis the outside enviroment of the company. Discuess about the favourable and unfavourable factor that may influnce the period the turn,from the politcal economic and sociecty and technic sect .and also anlyasis the market of telecommunication inside and the change after the reform. In the market of fixed line telephone, China tele and China Unicom will be the two monopoly wholely.in the market of broadband business,it will be the process of from the separate competition to monopoly.The second chapter introduce the commerial characteritics of China Unicom turning business period, CDMA will help the company get rid of the difficult of the past and realize the more clealy strategy situation,improve the long range competiton and build the foundation for the next.at the same time ,the combination will realize the fully combine of mobile and fixed line phone, have a stronge effective power in the northern 10 provinces ,this will promote the status and enlarge the scale and finally be a comlex tele operator with the whole business and ablity.In the other hand, the paper give the direction of the tele business develped. From the factor of technic move and market move ,the author analysis the direction of the business on the bais of nowadays and actual circumstance. In the factor of techinic ,including five ,IMS,NGI,3G/4G etc.in the market factor ,identify the direction ,that is"the whole business +IP",the voice business will be used in internet with IP complex and smart characteristic.The third chapter,mainly analysis the circumstance of 3G in Unicom. Through the real develop of the customer 3G inside and outside,we conclude the result :in our country 3G will be a rapid develop stage. Further ,based on the analysis method and risk factor of the competition structure. From the longe range develop of 2G,3G,4G, 4G will the subproduct of 3G.and the customer will be the iniative instead of passitive.and the operator ,facility supplier and internet are the platform ,The three operator have different standard of 3G, as a result of it ,the future market is the competition of this three 3G,and the business market and the three value chain,and the China Unicom will have a strong competition advantage with WCDMA.In the four chapter,the paper make the strategy of 3G in the period the this changing, also give the suggestion of 3G developed and marketting strategy to China Unicom.First,in the customer develop, identify the main part and standard to choose.we found the specialized and company customer is the high level customer,with the more potencial increase. While the home and individual have different level.Second ,through the analysis ,we make the manner of future develop.on the one hand ,according to the advantage of 3G,pay attention to the coordination;on the other hand ,we strenge the service quality and attract more new customer based on the advantage and coordination.Finally, the paper give the advice of brand strategy with the extention and innovation,the price strategy with package as well as the main part channel strategy.