Differentiation Competitive Strategy Research On IPTV Business Of Chinaunicom Qingdao Branch

In recent years, with the rapid development of telecommunications and telecomsystem reform gradually deepening, the domestic telecom market has experiencedsignificant changes, eventually formed Chinamobile, Chinatelecom and Chinaunicomthree full-service operators of the whole business competition situation,communications market competition is becoming more and more fierce. Facing thegradually saturated market, how to develop a new market and how to solve the hugecompetition problems become more important. Although Chinaunicom QingdaoBranch in Qingdao fixed-line market occupy a higher market share, but it still facesenormous challenges. Open the triple play market injects new vitality and brings anew way to the saturated market. IPTV is the main representative products of thetriple play market. How to get the competitive adventage in this market becomes moreimportant to the Chinaunicom Qingdao Branch.This article is about the differentiation competitive strategy research on IPTVbusiness of the Chinaunicom Qingdao Branch. This paper uses the PEST analysis,porter five model analysis, and a variety of tools such as SWOT analysis, to the IPTVbusiness development facing the macro environment, industry environment, andinternal resources and ability has carried on the analysis and evaluation system, fullydiscusses the competitive advantages and disadvantages of the development of theChinaunicom Qingdao Branch IPTV business as well as the opportunities and threats.In the external environment, along with our country the rapid development ofeconomy, culture, society, technology and the gradually improving of people’sconsumption level, IPTV will have huge market development space; at the same time,the competition becomes more intense, the acceleration of upgrading products andservices, information technology, also has brought the serious challenges. From the internal conditions of the Chinaunicom Qingdao Branch, in network resources,marketing and services, product resources and technical resources, IPTV business hasa comparative advantage, but in the organizational structure, management ability andthe operation process is relatively weak. This article through to the ChinaunicomQingdao Branch, IPTV business should implement differentiation competitivestrategy in terms of applicability, feasibility and the necessity of system analysis,determines the IPTV of the Chinaunicom Qingdao Branch should implementdifferentiation competitive strategy, and formulate a series of detailed rules for theimplementation and safeguard measures to ensure that the Qingdao unicom realizeenterprise by the fusion of transform resource advantage to the development ofcompetitive success.As a flag of the Chinaunicom, Qingdao Branch in telecom industry in China hasstrong typicality and representative in the telecom industry of China. The authorhopes that through the study of Qingdao Branch in the background of triple play IPTVbusiness competitive strategy, to provide a certain reference for China unicom groupand the whole communication industry development in the field of triple play, and topromote the application of related theory of competitive strategy in communicationindustry research.