Studies On 3G Competition Strategies Of Liaoning Unicom

With the rapid development of global telecommunication industry and the further reforming of Chinese telecommunication industry, mobile communication, as the one at the peak of the personal communication, has still maintained relatively faster increasing than any other businesses.In present Chinese mobile telecommunication market, China Mobile plays a leading role by 65% market share, while China Unicom follows by 35%. As the 3G times is coming, the relative market balance broken, the intense competition reignited, China Mobile encounters both profitable chance and severe challenges. Nowadays China Unicom has already sold CDMA Net to China Telecom with 110 billion RMB and China Unicom has been combined with China Netcom into the New China Unicom at the same time. The double monopolization situation will be broken with the reorganization of Chinese telecommunication market, for several companies, such as China Unicom, China Mobile and China Telecom, will get the 3G license in different ways.To reveal which competition strategy Liaoning Unicom should take to accomplish the rapid increasing of the business revenue and subscribers' scale, this paper begins with the analysis for current circumstance of Liaoning Unicom, using the famous strategy management method, Porter's Five Forces Model and SWOT-Analysis. By analyzing the competition cases of Liaoning Unicom encounters thoroughly, the paper also suggests some measures about how to gain advantages in competition, which includes proposing corresponding tactics for talents reservation, technology development, business preparation and marketing in which the author emphasizes the marketing strategies by pointing out the 3G-relevant tactics from brands, costs, prices, channels and services.