Full-service Business, Zhanjiang, China Unicom Competitive Strategy Research

Since the releasing of telecom industry schemes by Ministry of Industry and Information Technology, National Development and Reform Commission and the Ministry of Finance, China telecom industry has entered the three-kingdom period.Through merger and acquisition, there are three full-business operators in China's telecom market with drastic competition. After three operators' restructuring, although their overall competitive abilities have been improved, the competition in full-business situation has become more and more drastic. Under this circumstance, China Unicom Zhanjiang faces the unprecedented challenges. China Mobile Zhanjiang Corporation retains its high-end customers and competes for the China Unicom Zhanjiang's high-end and middle-end customers by bundling charging telephone fee with a free mobile phone. China Telecom Zhanjiang's "e Surfing" strategy wins the middle-end and low-end customers by bundling marketing of CDMA mobile phone with "my e-family". Therefore, China Unicom Zhanjiang's always in dilemma.Through SWOT analysis, the thesis makes a deep analysis of the China Unicom Zhanjiang's competition situation. First, it analyzes the China Unicom's internal resources and capabilities, and evaluates the its internal advantages and disadvantages; then, it makes a deep analysis of Zhanjiang telecom markets'competition structures and China Unicom Zhanjiang's competitors from the aspects of corporation strategies, market tactics and development situations; meanwhile, through the collection of lots of data and market investigations, the thesis makes analysis of consumers'needs and behavioral characters in Zhanjiang telecom industry; based on these, the thesis evaluates China Unicom Zhanjiang's external opportunities and threats.After the complete analysis of competition, the thesis proposes the China Unicom Zhanjiang's overall competition strategy and each business strategy's development focuses and ideas in terms of China Unicorn's overall strategy. The thesis proposes that China Unicom Zhanjiang must have good network coverage and improve its brand images. Then, by focusing on segment customers' needs, China Unicom Zhanjiang must create differentiated and converged products and services, win the comparative competitive advantages, doing suitable and effective marketing, and develop its potentials by effective development of its own existing customers to achieve the stable improvement of its operation.