China Unicom's 3g Era Of Competitive Strategy

Telegraphic industry is of the fastest development and the maximal reformation strength in our country since 1990s. Along with the maturation of the correlative technical and the abundance of the terminal products, however, it's a current to develop 3G operation. With the rapid development of national economy, the higher living standard of people, the various need of them. Thus, China Unicom developing the business of 3G will continuously satisfy more and more personnel character culture. Technical change will certainly bring that of industrial situation. Along with the coming of 3G time telegraphic competition will be leaded into many fields such as resource, operation and market. With China 3G business applies coming, to China Unicom, how will it start 3G businesses, how will it win in the 3G competition? To resolve these problems, China Unicom has to make a competitive strategy according to its own demands. The intending 3G competition will be more intense than 2G competitions. China Unicom want to win the market must prepare ahead of schedule.The paper first introduces history and development of communication industry and mobile communication technologies. Then analyzes the influences licensing 3G to the mobile communication market in our country. The paper also analyzes the target market of the industry structure using Porter' s five competitive forces model, and focuses on the situation of the main competitors. Then adopts SWOT analysis on China Unicom compared to the advantages and disadvantages of competitors, opportunities and threats in the target market environment. Competitive strategies are selected according to the analysis above, which has been put forward by using the competitive strategy. Theories and the ways to implement the competitive strategy are also proposed. In the end, the paper focuses on the personal values and corporate social responsibility issues in the process of strategy formulation and implementation.