Research On Rural Market Competitive Strategy Of China Unicom Jinan Branch

Along With the deepening reform of the China Telecommunications Industry and an increasingly competitive market, how to fulfil the enterprise's potential to cope with market competition with limited resources is undoubtedly becoming the lynchpin of business operation. The communications operators ought to do the market segmentation, make detailed research and analysis of various markets, positively convert the business philosophy, focuse on the customers, be oriented by the market, explore effective market competition strategies for sustainable development, stress both corporate governance and corporate image, improve the user's perception constantly and expand market share in order to secure and enhance its market position and achieve sound and rapid development.In this paper, based on the theoretical knowledge of project management, the author makes research and anaylsis on the relevant theories of project management and market competition, and further proposes that project management should be applied in the market operation and competitive strategy, to improve the scientificalness, systematicness and targeticness of business management. Through objective description of the rural market in Jinan, the author makes the quantitative analysis and evaluation of customer competitiveness and profitability of Jinan operators. Through SWOT and a value chain analysis of China Unicom Jinan Branch, it finds out the competitive strengths, weaknesses, opportunities and threats of Jinan branch in the rural market competition; it also identifies and summarizes the problems and shortcomings of Jinan branch. Making the Differentiation strategy and Innovation strategy as the selection, respectively from five angles, which are "improve customer service", "enhance business integration", "form business alliances", "optimize organizational structure" and "strengthen performance management", it offers the corresponding competitive strategies. In the end, the author introduces the new rural cooperative project as an example, describes the marketing programs in the rural market practice of Jinan Branch, and makes an evaluation.