Research On Competitive Strategy Of Quanzhou Unicom

With the deepening of national informatization development and thecommunications industry to accelerate the pace of reform, telecommunicationoperators is becoming increasingly fierce, toward a "hand-to-hand combat. Specificperformance in: It’s a, business scope overlap. In2008May, departments in charge ofthe communications industry launched a restructuring plan. The6basictelecommunications operators are combined into3groups, namely, new Unicom,new telecommunication, new mobile. The new China Unicom is the original ChinaUnicom and China Netcom, the original two operators. The new telecommunicationsis a former Chinese health through basic telecommunication business and the originalChina Telecom. At the same time bought the original China Unicom’s CDMAnetwork. New mobile which is the original China Mobile China Railcom merged withthe original. In January the following year, ministry of industry and informationtechnology to three operators issued domestic three3G licence. The new ChinaUnicom3G license is for W-CDMA system. The new telecommunications3G licenseis for CDMA2000system. The new mobile3G license is for TD-SCDMA system.Three major carriers have entered full service operation stage. At the same time havea mobile, fixed, broadband three communications business licence. Secondly, theincremental market saturation. Price of communication products popular, thecommunication products in the market has been rapid popularization. Such asGuangdong, Zhejiang, Shandong and other developed provinces, mobile phonepenetration in the market has been even more than100%. In the incremental marketexpansion has experienced growth ceiling. In order to maintain a sustainable businessgrowth, the three operators have increased carriers for other stock market marketingstrength. The stock market is more intense in the battle for the incremental marketcompetition. Third, means of competition turn white-hot, business overlap andincremental market saturation. In between the three operators of means ofcompetition turns white-hot with each passing day, competition means covers the products, price, channel, promotion and other marketing elements and has a verystrong attack strategy, especially for a relatively small share of China Telecom, ChinaUnicom, more is to attack. For other carriers of the user is an important growthstrategy.Fujian province Quanzhou city nationwide, belongs to the typical communicationmarket. Quanzhou city’s economy has diversified characteristics, such as the tertiaryindustry developed urban center, there are numerous working groups, regionaleconomic development, belonging to the labor input of private enterprisesconcentrated area. Such as Jinjiang, the lions and other county-level city,also in theindustry,The area belongs to the export of labor services. Such as Anxi, Yongchun,Dehua County, can be regarded as a microcosm of the national communicationmarket. In addition, in the city of Quanzhou, China Unicom because of historicalfactors, in three carriers, market share at least, actual strength is weak, But theQuanzhou Unicom in two giant carriers under the pressure, for the pursuit of theirown development, in recent years through a series of business development strategy,achieve the development goal to win a certain market share. Especially in the2011operation, Quanzhou Unicom has obtained great achievement. For Quanzhou Unicomcommunications in Quanzhou business strategy to carry on the analysis, has a typicalsignificance.In this paper, through the PEST model, SWOT model in Quanzhou telecomoperators competitive environment analysis, especially focuses on the analysis ofChina Unicom and mobile and Telecommunications two communications giantcompetition core competitiveness. According to Michael Potter’s competitive strategicmanagement theory, Philip Kotler’s4P marketing combination theory, asymmetricand amlposition competition theory and so on the competitive strategy of QuanzhouUnicom, the system described in Quanzhou Unicom.