Research On The Broadband Competitive Strategies Of Shandong Unicom

With “recombination of telecommunicati"on in2008，telecommunication in Chinahas stepped into the era of China Telecommunications，China Mobile and ChinaUnicom, like the three legs of a tirpod, which leads to fiercer competition. As thetraditional telecom operator within the scope of Sha’ndong, Shandong Uniconrsoperation situation is not optimistic, though it has obtained license after recombination.The traditional speech business continuously drop and3G service ca’nt effectivelyincrease the whole income in a short period, so broadband service, as a strategic changebusiness, is the main source of increasing income now and in the future. However, dueto iferce competition in broadband service and each ’operators more input and’contention, Shandong Uniconrs market share continues to fall. The traditionalmanagement has not adapted to the new competition situation. How to solve the currentsituation, to set up correct competitive strategies, and to reconstruct the core competitiveability has become the urgent and important task for Shandong Unicom. The paper,taking theory and practice into consideration, studies and explores new means fordevelopment of Shandong Unicom.The paper, by applying such analyzing methods as theory of competitive strategy,PEST, five forces model, SWOT and value chain, mainly studies the competing strategyof Shandong Unicom broadband and goes deep into its external environment andinternal resource power. Not only does the content concerns about competition analysis,but it proceeds with customer characteristics and lays research emphasis on customerbehavioral characteristics in Shandong area. By drawing support fro“m3C strategictir""angle theory and strategic clock choice model", the research results in theconclusion that Shandong Unicom broadband business should adopt vairous strategieswithin the region. The main research results of the paper including: Judging from theperspective of external ’environment and operators development tendency at home andabroad, the author points out that broadband business is processing in the direction offixed network and mobile network merging in depth, wired network and wirelessnetwork supplementing each other and iflling value application of the triple play; By’analyzing the main opponents competing strategy, the author figures out everyo’perators strength; By making resources and strength analysis of Shandong Unicom itself, the paper demonstrates the resource advantages and drawbacks of ShandongUnicom during the process of development; By studyi’ng customers behavioralcharacteristics in Shandong province, the paper re-compares the advantages anddisadvantages of Shandong Unicom f’rom customers perspective, building business on’customers need and indicating the improvement direction for Shandong Unicombroadband. Finally, the paper puts forward different competitive strategies in broadbandservice for Shandong Unicom as well as the necessary improvements in products, price,channel, brand, service. At the same time, in order to ensure the competitive strategiescan be carried out smoothly, the paper also puts forth detailed measures in broadband’networks construction and maintenance, the organization framework of enterpirse, theoptimization of human resources and the enterpirse culture.Shandong Unicom, as the biggest provincial-class communications company innorthern part of China, has the typical representative meanings in the course of reformand development of telecommunications industry. The paper, researching oncompetitive strategies in broadband business of Shandong Unicom, aims to offerthinking and methods that can be used for the development of broadband service.