The Research On Competitive Strategy Of IPTV For China Unicom Shandong Branch

In the past few years, with the constant deepening reform of national telecommunication system, China telecommunication market has experienced violent and profound changes and forms a competitive pattern mainly composed by three full-service operators--China Telecom, China Mobile and China Unicom. Industry competition has got into the incandesce stage. As the traditional leading fixed telecomoperator in Shandong market, Shandong Unicom occupies a larger market share especially in fixed-line services than others and also faces great challenges and rare opportunities. It is transforming from a traditional telecom operator into "Inovation&Service Leader for Information Life". Three Networks Convergence creates a new market of development and innovation in transition for operators. As a key product, IPTV business plays a decisive role in the process of transformation of Shandong Unicom. Therefore, how to keep the continuous competitive advantages of the IPTV business has become a major problem that should be solved immediately for the future of Shandong Unicom.This thesis is a research on the basic competitive strategies of IPTV business of Shandong Unicom. By ways of the analysis of PEST, Porter Competition Model, Value Chain Model and SWOT, the thesis analyzes and evaluates the macro environment and industry environment which the IPTV business faces and the internal resources and capabilities it has. In the view of the outer environment, the development of our country in society, economy, culture, technology and the improvement of people’s consumption in communication bring IPTV business an enormous capacity for development.But the severe market competition and rapid renewal and replacement of technologies and products also bring IPTV business much more challenges. In the view of internal resources and capabilities, the IPTV business of Shandong Unicom have some advantages in network resources, innovative products, marketing and customer service, technology capabilities. But there are still certain aspects that need improvements, such as its organizational structure and operation flow. Shandong Unicom should pay IPTV business a high position and its function a lot in the development of the company. It should seize the opportunities, meet challenges, take advantages, remedy defects and improve products competitive abilities by making accurate marketing competitive strategies. On the basis of making the clear strategic orientation of the products of IPTV business for Shandong Unicom, by analyzing the applicability, feasibility and necessity of the three basic competitive strategies of IPTV business for Shandong Unicom, this thesis puts forward differentiation strategy in low-cost guidance as the marketing competitive strategy for IPTV business.In order to guarantee the successful implementation of the competitive strategy, this thesis maps out feasible measures of the transformation from resource superiority to development superiority of Shandong Unicom in the respects of keeping the low-cost advantage of broadband access service, a new business model, innovation in products and Services, Marketing and Service supports, etc.As the largest provincial company of China Unicom, Shandong Branch is strongly representative and typical in telecommunication enterprises. By studying the competive strategy of IPTV business in the process of melting and development of Shandong Unicom. This thesis is expected to pay some useful strategies and methods that can be consulted and taken by the same profession. In addition, with the promotion of the three networks convergence, national policy regulatory reform and the new cross-industry media have some certain references.