The Analysis Of Competition And The Study On Development Strategy Of China Unicom

May 24, 2008, the Ministry of Industry and Information, National Development and Reform Commission, the Ministry of Finance jointly issued the "Decision on Deepening the reform of the notice of telecommunications." China Telecom to buy Unicom's CDMA network (including assets and users), the former China Unicom merged with China Netcom, China Satcom's basic telecom business into China Telecom, China Mobile, China Railcom into. At this point, the long-standing rumors finally settled telecommunications restructuring. This program will be in 2008 before the six telecom operators to merge three large-scale reorganization of the full-service operators. This is my fourth time since the reform and opening up of telecommunications reform.The reorganization of the telecommunications as one of the important goals, the Ministry of information and industry has in January 7, 2009 afternoon for China Mobile, China Unicom and China Telecom issued three third-generation mobile communications licenses, marking the formal entry into the 3G era of our country . The three paid to license 3G operators are not identical, but the technical standard and the operating license of the way to unify the bundled payment:Approval to increase China Mobile TD-SCDMA technology-based standard of the 3G license; approved China Telecom to increase based on the 3G standard CDMA2000 technology license; approval to increase China Unicom's WCDMA technology standard based on the 3G license. Three operators obtained 3G licenses on the technical standard will be the difference up to a certain extent the impact of the three time in the development of 3G.This paper is written to telecommunications restructuring and the issuance of 3G licenses for the background, the re-analysis of the competitive environment in the telecommunications industry, as well as the sale of CDMA network of China Unicom and China Netcom with the original post-merger level of overall competitiveness, the purpose is to identify the re-fit China Unicom to develop new business strategy.Whether the reorganization of the telecommunications of the Telecommunications Industry of China or China Unicom is having a profound impact. The impact of the industry include:1. Telecommunication reorganization will intensify competition in the market, improve customer satisfaction, so that a more reasonable market.2. Full-service operators to operators to further accelerate the pace of business innovation.3. Telecom restructuring will further accelerate the completion of triple play and process information.The impact of China Unicom, including mainly reflected in the Net out of business brought about by both internal friction and embarrassment, after the merger of the assets of Netcom as well as the unprecedented strength of the difficulty of the challenges of restructuring.Resources from the market, the income scale, asset strength, network resources, user resources and management comparative analysis of some aspects of the domestic telecom operators in the operation of power before and after the reorganization can be found that although to some extent, the reorganization on the pattern of changes in competition, but the succession of major operators will continue to telecommunications assets in accordance with its inherent inertia continue to play a huge role, its original strength of the market competition is still a short period of time around the pattern of competitive .Restructuring operators also pointed out the direction of the new competition, this after the competition in the domestic telecom industry will focus on three areas: competition in the field of data communications, fixed and mobile network integration of the field of competition and competition in the field of 3G.The entire business operations to China are the restructuring of the telecommunications industry and telecommunications operators to bring the greatest changeThis change is necessary, it will help change our country's telecommunications industry, "a monopoly" of the imbalance in the status quo; telecommunications carriers to adapt to the trend of globalization, improve the comprehensive competitiveness of their own needs; it also can help to meet the diversified needs of users; more conducive to optimizing the allocation of resources operators, save operating costs, diversify risk.3G has come at the time, the company's ability to adapt to the development of China Unicom trend, occupy the competitive advantage of the 3G operators will depend on the preparation work, as well as the formulation of operational strategy and implementation.China Unicom's 3G operators should be ready around the terminal, network coverage, operational capabilities, network equipment supply capacity, site resources, market demand, the key factors. Of course, human resource reserves, adjust the organizational framework, the company is also the image-building, such as 3G operators in the preparation of an important aspect of the work.As the telecom operator market environment enterprises are facing increasingly complex, increasingly competitive, companies must strive to cultivate Unicom their core competitiveness. Based on the competitiveness of the relevant theory, the use of qualitative and quantitative analysis method, focus on the financial operation of the capacity of clients to explore the capacity of the capacity utilization of resources, business growth, such as four dimensions of capacity, the establishment of specific indicators to measure the competitiveness of China Unicom level.Based on the above analysis, at the last part of this paper for the future operation of China Unicom seven important aspects of a business strategy: 1. To promote the fixed network and mobile network integration. Integration of the new China Unicom's network includes a number of aspects: network integration, business integration, OSS integration platform. This integration will not happen overnight, it will be a long-term development.2. Well-designed full-service fee. Telecom restructuring is complete, China Unicom's business covers the fixed, mobile and broadband services, integration of rational design fees, how to integrate the promotion of business has become the question before us. The entire business operations of the tariff design has two main strategies: First, the fee-based business integration strategy bundle; second, based on the integrated strategy of integration charges.3. To improve brand management system. Telecommunications market in the future, the three major domestic carriers between the competition will gradually shift from the business competitiveness of brand competition, integration of design and development of innovative architecture to promote the brand, will help China Unicom to develop brand differentiation strategy.4. Meticulous delineation of the user market. This paper from the user's spending power, age, occupation, gender breakdown of its various angles. Analysis of the characteristics of different customer groups and business use, and then summarized for each type of user demand for future 3G business tendency and capacity for the communications products provide the basis for the development and promotion.5. To strengthen the channel construction. This paper analyzes the possibility of channel conflict happened, as well as the type of conflict and the reasons for, and then formulate the channel control and management.6. Terminal Marketing Strategy. In this paper, an analysis of the need for custom terminal after the company was designed for China Unicom to take suitable marketing mode terminal.7. Promote the transformation of Services. Finally this paper will enhance the sense of service as a re-development of China Unicom's important to focus on strategy. China Unicom made to the customer as the central principle of the Service.In this paper, the research methods for analysis of Unicom market environment and internal environment to learn from the text listed in the company business strategy will also help the future development.