The Research On Changde Unicom Company Competitive Strategy

Changde Unicom, the local network branch, is a part of the China United Network Communications Corp. In the past decade, it has now begun to take shape.However, it has been suppressed by the local market all the time because of the two major competitors, Changde Mobile Corporation and Changde Telecom Company.Under the new situation of the adjustment of the national macro policy, the changes of economic situation, the issue of 4G licenses and the more intense competition of the whole business, how to formulate the suitable Competitive Strategy of Changde Unicom is related not only to the improvement of the company's competitive environment, but also to the survival and development of the enterprises.Based on the basic theory and research technology of enterprise strategic management, the paper analyzes the macro environment and industry environment of Changde Unicom through macro environment analysis. Then, the author clearly identifies the strategic choice of China Unicom in Changde, formulates the strategic targets, strategic path and strategic plan for Changde branch for the next three years,based on enterprise's internal resources, applying the SWOT analysis method, and combined with the strategic framework and purpose of the Unicom headquarter. At last, it gives the four aspects of safeguard measures to realize the company's competitive strategic purpose.As a local company,Changde unicom, is facing a good development opportunity,as well as the difficulties of development, short board and challenge. In order to realize the sustained, healthy and rapid development, Changde Unicom must firstly begin with the management innovation and change, focusing on the reform of the organization, business process optimization, information support and performance management system reconstruction. It should improve the internal core competence.At the same time,It should carry out the incremental marketing strategy,focusing on the lead of 4G, the breakthrough of the broadband and integrated management.It also shoud carry out the stock value holding strategy, focusing on the stock management system,the landing mechanism management and the safeguard system.The aim is to enhance the company's overall competitive ability.The implementation process should focus on the four aspects, including the enterprise culture construction,the human resource management, the network infrastructure construction and the informationplatform support. And It carrys out in accordance with the "PDCA" four stages,through continuous improvement and the implementationof key stages.Chang Xiaobing, the chairman, said: "the stronger of the local network, the better of Unicom". The author hopes this strategic research can find suitable competitive strategy for Changde Unicom, and ensure that the local network company can achieve sustained,healthy and rapid development. At the same time, this paper also can provide a reference for the other local network operators.