Study On The3G Competitive Strategy Of China Unicom Shenyang Branch

With the advancement of Telecom technology and the innovation of theindustry, China Unicom is welcoming a developing opportunity in its history.Being an attached company of China Unicom, Shenyang Branch will burdenmore for its future development. After3years of release of3G license, With thedevelopment of their3G business of China Mobile, China Telecom and ChinaUnicom, China’s3G has been spread in its depth and width. It is enjoying ablowout development and the competition in this market is severe as ever. At thisvery moment, in order to make it a customer-oriented and comprehensiveTelecom provider, what will China Unicom Shenyang Branch do to take thisopportunity to get far in3G-market and to provide close and high-efficientservice?This article points out a developing direction for China Unicom ShenyangBranch after the research to3G market of both domestic and abroad and thecurrent status of telecom market in Shenyang, along with the advantage andactual status of Shenyang Branch. Meanwhile, this article gives a description tothe exterior environment of3G market in such4aspects as politics, economy,society and technology by PEST analytic approach and analyzes whether theexterior environment for developing3G market is mature or not, and to find outthe opportunities and threats in the company’s future management. Then throughfurther analysis to management function and function of fields, a plan, that tellsthe exterior opportunities and interior advantages that Shenyang Branch shouldmake the best use of, so as to form its own core competition by effectivelyavoiding the disadvantages and the threats in its competition and elaborating itscustomer in Shenyang area, can be worked out by mean of SWOT matrix.Finally,referring to the analyzing conclusion of Shenyang Branch in both interior andexterior environment that utilizing the good exterior opportunities, avoidingthreats, giving full play to interior advantages and reversing the interiordisadvantages, a differentiation strategy that best fits the future3G business development for China Unicom Shenyang Branch is worked out.