A Study Of Competition Strategy Of China Unicom Huasheng Communication Technology Ltd.

With 3G times arrival, it will be the main stream for the telecom operators to customize and sale mobile phone. However at present Chinese telecom operators' participation in mobile phone customization and marketing is still in its infancy, for it is short of the support of enterprise competition strategy theory and strategy plan based on enterprise core competition. Enterprise is still in the state of developing, probing and amending the plan all the time. Therefore, it is important to study how telecom operators make and implement clear and realistic difference-making competition strategy to obtain competence advantage.This paper analyzes China Unicom Huasheng Company's strategy choices based on competition strategy theory of Michael Porter. Through comparison analysis, theoretical study and empirical study, it draws a conclusion that the company should choose and implement the difference-making competition strategy.The paper has six parts. Part I is a preface, including background and significance of selected topic, study methods and the creative points. Part II is a theory summary, which introduces the competition strategy theory of Michael Porter and the difference-making competition strategy theory. Part III makes use of PEST tool and the five forces model to analyze the outside environment, including opportunity and challenge faced to Huasheng Company. It is certain that the company is in a potential industry based on the outside environment analysis through establishing External Factor Evaluation (EFE) Matrix. Then it analyzes the internal resources of the company, including its fundamental condition, products, marketing channel, the operation pattern and so on. It also evaluates the strength and weakness of the company and arrives at a conclusion that the company has certain advantage in the industry through establishing Internal Factor Evaluation (IFE) Matrix. In the forth part, SWOT analysis is used to get the four competition strategy choices of the company and experience of foreign advanced similar company is also taken into account. Then it compare the main three competition strategies of four based on QSPM to choose the most applicable strategy for the company, i.e., the difference-making competition strategy. Part V explains how to carry out and control the chosen strategy in organization frame, product tactics, operation model, service tactics, personnel training, corporate culture and internal control. The sixth part is a summary of the paper.To sum up, it is necessary for China Unicom Huasheng Company to carry out the difference-making competition strategy to gain competitive advantage in mobile phone customization and marketing as a telecom operator. And relative suggestions about the strategy are proposed, which can be guide to practice for the company.