Study On Unicom 3G Business Competitive Strategy

The communication technology will enter a historic changing time in the next years. The mobile internet will be the trend of the future communication. It will enter into 3G times of data and multimedia from 2G time of voice. The coming of 3G brings communication enterprises not only opportunities but also threats. First, at the 3G times, the competition between enterprises has become the integration of the competition of value chain and the competition of value nets. Second, how to stimulate the demand for mobile Internet and make the market bigger is a very important subject for every mobile enterprises at 3G times. So facing the coming threats of the 3G, This paper study the 3G's business competition strategy, such as with who compete, when compete, how compete etc..First ,This paper introduced competitive strategic theories and the 3G system, the development condition of 3G system and 3G value chain and business type of 3G. analyzed foreign operator 3G competition of experience, concluded the apocalypse of 3G competition, Then, This paper analysised local operator at the competition of 3G's market, 3G value system, summarized the opportunity and threat, advantage and bad situation at 3G times, and making use of SWOT analysis tool,this paper constituted the 3G competition strategy that China Unicom should apply: differentiation strategy is the first and low cost strategy is the second. At the same time,This paper analyzed the value innovation, seting up the 3G value nets and discovering the 3G long tail with blue ocean theories and long tail theories. In the end, this paper gave the the path carry out the above-mentioned strategy.