After The Third Telecom Restructuring, China Unicom, Competitive Strategy

From the absolute monopoly to the introducing of competition, Telecommunications industry in China undergoes an effect way of"Reforming in Developing while Developing in Reforming". To resolve the problem of the unbalanced competence structure that emerged in the past years and form the more effective market pattern, China deepened reforming of Telecommunications Institution and carried out the third telecommunications industries'restructuring, which resulted in 3 big telecom operators, which are China Mobile, China telecom and China Unicom.After restructuring, the huge change has taken place in China telecommunications markets. As one of the main participants in the market, China Unicom is facing the new opportunity and challenge. On one side, the development of the domestic telecom market has still deep space due to the China's macro-economy will keep growth. China Unicom should catch the opportunity utilize the advantage of 3G date service to promote the amounts of user and revenue. On the other side, on the aspects of overall competitiveness and operating experiences, defects still exist in China Unicom. Compared to China Mobile's mobile service and China Telecom's fixed telephone and broadband service, that of China Unicom is in inferior positions. China Unicom is now facing a crisis in its developing. To get the prior position in the competition market, it is very important for China Unicom to utilize the opportunity of merging to explore the cooperation's advantages, and to plan and execute the proper competition strategies.Based on the third telecommunications industry restructuring, this paper by China Unicom for the object of study and by selection of competition strategy for the emphsis of research expounds the present situation and developing trend of China telecommunications industry, and analyses in detail the outer environment and the inner factor of China Unicom with of the theory and analysis means of Strategy Management, and found out its advantages and disadvantage. At last, we design the mixed competition strategy for China Unicom, that is, overall cost leadership strategy is the main one assisted by the differential strategy. In addition, this paper also provides the key and concrete measures about the aspects of enterprise culture, frame of organization, cost control , independent creative and network quality for executing strategy。The result of this researcher would help China Unicom gasp the opportunity in merging explore the cooperation effect, and plan and execute a feasible competition strategy, and to get the prior position in the new competition market.