Study On Chinaunicom Single Brand Strategy

As a strategic industry of China’s national economy, the telecommunications industry has maintained rapid growth in the past three decades. However, at the same time, due to the high homogeneity telecommunications products and services, competition is getting serious, telecommunications charges is declining, and business competition has been evolved from the sub-functions to the whole field of competition. To this end, the Telco operators have been to explore and try to look from simple tariff competition to a wide range of brand competition in recent years, focus on the establishment of long-term development of enterprises brand strategy, the brand has become the core competitiveness of the telecommunications industry. In 2G era, each Telco operator has implemented a multi-brand strategy. In 2009, China’s telecommunications industry has entered the 3G era from 2G era, and this brings a new competitive landscape. It is expected to be the first year of 4G licenses in 2013, this will further exacerbate the Telco operators in the full-field, deep-level competition. China United Network Communications Group Corporation is the first Telco operator which finished its strategic transformation from the multi-brand strategy to the single brand strategy, this transformation is worthy to be analyzed. Therefore, it has both theoretical and practical meaning to have research on the China Unicom single brand strategy.The paper is divided into six chapters. The first chapter briefly introduces the research background and research purposes. The second chapter gives a brief explanation of the strategic theory of the different brands strategies. The third chapter has a brief introduction of Chinaunicom’s and industry status quo, and has a more details elaboration on Chinaunicom’s multi-brand strategy and a single brand strategy. The fourth chapter is the core of this paper, by integrated use of research and feasibility studies, theory and data analysis, analyzing the marketing effects on the different brands implementation strategy, proposed that single-brand strategy has it’s universal significance. The fifth chapter provides the conclusion and recommendation on China Unicom’s implementation of the single brand strategy. The sixth chapter is the overall conclusion.