The Competitive Strategy Research On 3G Service Of China Unicom Dalian Branch

With the fast development and deep evolution of the national telecom, China's telecom stood out again. Because of the request from the government, in October the 15^th 2008,the former CNC(China Network Communication) combined with the China Unicom; CRC(China Railroad Communication) merged into China Mobile; China Telecom had bought CDMA mobile network from China Unicom with 110 billion RMB. In December the 5^th 2008,China Unicom Dalian Branch had set up. In January 7^th 2009,the 3G Operation Licenses had distributed: China Mobile got the TD-SCDMA, China Telecom got the CDMA2000 and China Unicom got the WCDMA.After the regrouping, the marketing resource of the national Telecom has become better, the 3 main telecom operators had have all the operation licenses and stood on the new competitive point again. All the telecom operators want to hold the opportunity of 3G, they build up the new mobile network, explore the market, put forward the new concept and bring out the new product, the marketing competition of 3G services is being break out widely. Under this circumstances to choose what competitive strategy is a worthy problem to research for Dalian Unicom.The paper is focused on the 3G services of Dalian Unicom, we use the theory of Strategy Management and Competitive Strategy such as PEST method and Poter's Five Forces Model to analysis the out environment of Dalian Unicom, and then use the AHP method to get the EFE Matrix of Dalian Unicom. Afterwards we analysis the inside conditions of the Dalian Unicom from 4 sides such as Human Resources, Management Resources ,Finance Resources and Operation Resources, and we also use the AHP method to get the IFE Matrix of Dalian Unicom. Finally we use the QSPM Method to find out which Strategy that is made according to the SWOT-Analysis is better, and we also suggest some key points to carry out the Strategy smoothly.