Research On Development Strategy Of China Unicom, The Era Of 3G

It has been nearly two years since 3G business were issued in China. After integration, the new China Unicom, as a full-service provider, should make full use of their advantages, and maintain the good momentum of development of 3G as well as work out a series of practical development strategies in an attempt to win a place in the fierce 3G market competition.In this paper, using related knowledge of business management, I have detailedly analyzed China Unicom's development in the 3G era, chosen the appropriate development strategies, and elaborated on strategic implementation and strategic reassurance. In the part of the strategic analysis, above all, I have analyzed the macro-environment for the development of China Unicom 3G by using PEST analysis secondly, I have also presented an anlysis of the industrial environment of 3G services and construct competitive analysis based on a five-force model; Finally, there is a comprehensive analysis on the business development of China Unicom, market development, marketing channels, personnel structure, revenue cost and other internal conditions. Lastly, as for the strategic choice, according to a comprehensive analysis of China Unicom's strengths, weaknesses, opportunities and threats with the SWOT analysis tool, it is easy to work out the strategy program appropriate for the development of China Unicom's 3G. In the part of the strategy implementation, it will be divided into five parts, including the value chain strategy, network strategies, business war strategy, brand strategy, marketing strategy, which are described one by one. Finally, when it comes to strategic reassurance, there are also detailed advice on corporate culture, organizational structure, business processes and human resources.