Research On Competitive Strategy Of Gansu Unicom In The 4G Era

At the beginning of the commercial use of 3G, China Mobile, China Unicom, China Telecom, three full-service carriers, were formed after corporate restructuring, with mobile competition changed from a single industry to chain competition. After several years of development of 3G services, the situation of tripartite confrontation is gradually formed with China Mobile, China Unicom, China Telecom as three pillars of the new competition in the marketplace. In the afternoon of December 4,2013, the Ministry of Industry and Information Technology official released 4G licenses, declaring China’s telecommunications industry into the 4G era. With the large-scale commercial use of 4G technology, users get a new mobile Internet experience, while telecom companies will have to face many challenges brought by the mobile Internet. For example, the demand of user data traffic grows rapidly, traditional voice and SMS shrink and mobile data services becomes Internet company’s business pipeline, overall revenue grows weakly, with these opportunities and challenges, how to deal with has become a subject worthy of study for Gansu Unicom.This paper is based on 4G technology that brings the telecommunication industry ecological transformation, using the theory of strategic management and competition theory. On the one hand, using PEST, five force model analysis and the external environment evaluation matrix (EFE), the article elaborates the external macro environment Gansu Unicom faced, industry conditions, referring to the case of 4G foreign market development,all of which summed up Gansu Unicom external opportunities and threats faced. On the other hand, Gansu Unicom network service, marketing channel, human resources and other aspects of analysis are analyzed and the internal environment evaluation matrix (IFE) is used to find out the internal strengths and weaknesses. On this basis, with the help of the SWOT matrix and the quantitative strategy evaluation matrix (QSPM), differentiation strategy is most suitable for the development of Gansu Unicom 4G era. Finally, the Gansu Unicorn’s competitive strategy implementation strategy is discussed from the brand building, the target user segmentation, marketing channel construction.At the beginning of the commercial use of 3G, China Mobile, China Unicom, China Telecom, three full-service carriers, were formed after corporate restructuring, with mobile competition changed from a single industry to chain competition. After several years of development of 3G services, the situation of tripartite confrontation is gradually formed with China Mobile, China Unicom, China Telecom as three pillars of the new competition in the marketplace. In the afternoon of December 4,2013, the Ministry of Industry and Information Technology official released 4G licenses, declaring China’s telecommunications industry into the 4G era. With the large-scale commercial use of 4G technology, users get a new mobile Internet experience, while telecom companies will have to face many challenges brought by the mobile Internet. For example, the demand of user data traffic grows rapidly, traditional voice and SMS shrink and mobile data services becomes Internet company’s business pipeline, overall revenue grows weakly, with these opportunities and challenges, how to deal with has become a subject worthy of study for Gansu Unicom.This paper is based on 4G technology that brings the telecommunication industry ecological transformation, using the theory of strategic management and competition theory. On the one hand, using PEST, five force model analysis and the external environment evaluation matrix (EFE), the article elaborates the external macro environment Gansu Unicom faced, industry conditions, referring to the case of 4G foreign market development,all of which summed up Gansu Unicom external opportunities and threats faced. On the other hand, Gansu Unicom network service, marketing channel, human resources and other aspects of analysis are analyzed and the internal environment evaluation matrix (IFE) is used to find out the internal strengths and weaknesses. On this basis, with the help of the SWOT matrix and the quantitative strategy evaluation matrix (QSPM), differentiation strategy is most suitable for the development of Gansu Unicom 4G era. Finally, the Gansu Unicorn’s competitive strategy implementation strategy is discussed from the brand building, the target user segmentation, marketing channel construction.Key words:Gansu Unicom;Mobile Internet;Differentiation;Competitive Strategy...