The Research On China Unicom's 3G Competitive Strategy

Since the inception of the China Unicom, its overall strength has been enhancing, and listed in New York, Hong Kong market. The CDMA2000 1X net's 3rd project which was finished at the end of June, 2004 indicates that China Unicom has been in the significant stage to 3G. Comparing to the other operators China Unicom has the obvious weakness in the number of subscribers, revenue and the operation capacity, etc. However, as the 3G develop fast in the global Telecom industry, China Unicom will face the impact from the global powerful operators after the open of Telecom industry. Therefore, as the date of 3G license granted is closer, China Unicom should utilize the 3G as its opportunity through making and executing the efficient 3G development strategy to help the company have the sustainable competitive advantage in the developing course of 3G.This thesis is written in this key time, it uses the knowledge of Business Management to analyze, select and execute the development of China Unicom's 3G, which gives the reference to its 3G development strategy and brings out a sustainable development way for China Unicom to be a"provider on comprehensive communication and information.On the part of strategy analysis, firstly, this part analyzes China Unicom's exterior general environment using the PEST analysis method. Secondly, this part analyzes 3G industry environments, including structuring 3G industry value chain and doing an analysis to the competitive position and cooperation strategy on each link of the 3G industry chain, then concludes the strategy choice which China Unicom may take in this external environment. Thirdly, this part does an internal advantage and disadvantage analysis to China Unicom, and state the connection between China Unicom's core concept and 3G strategy. Finally, after making an opportunity analysis and threat analysis, this part makes the comprehensive analysis on China Unicom's strength, weakness, opportunity and threat using the SWOT and TOWS instrument. The part of strategy selection identifies China Unicom's differential 3G strategy after the strategy analysis. On the part of strategy execution, this thesis has referred to the successful experience of the overseas 3G operators who have the comparability with China Unicom, classifies the differential strategy implementation system of China Unicom's 3G into 3 section: differential 3G industry value chain, differential 3G net strategy and differential marketing strategy, and puts forward the countermeasures and suggestions in the strategy implementation course.