China Unicom's Value-added Services Competitive Environment Analysis And Countermeasures

Value-added telecom service is parallel with the fundamental telecom service, which depends on the fundamental telecom service and utilizes the computer application platform to provide information services to end-users. Thus, it adds value to fundamental telecom networks. Since the introduction of value-added mobile service in 2000, its quotient in telecom service increases year after year. Now the market competition has revealed that only through vigorously developing value-added service, enterprise could have wider survival space and get effective development. As one of the two major operating merchants of mobile telecom, China Unicom has the advanced technological CDMA network, which provides the strong support for the development of value-added service. The six principal service of the "Link infinite" brand have been available in full scale. The population of data end-users has reached 1,200,000 and the portfolios of short message have reached 50,000,000,000 pieces. Value-added services are developing smoothly and the achievements are eminent. But competing with the doubled assets and population of end-users of China Mobile which holds 90% high-end end-users, it is a problem worthy of research how China Unicom could win the competition through value-added service and transform the advantage of technology to the advantage of market. Therefore, this paper will analyse the competition environment of the value-added service of Unicom and put forward some practicable suggestions for the strategy of development of Unicom. The full text comprises four parts:1. Survey of value-added service. We introduce the conception, classification and basic characteristics of value-added business in detail and analyse the relevant principals of value chain of value-added service.2. The status quo of development of value-added service. At first, we conclude the home and abroad status quo of development of value-added service. Subsequently, we introduce the developing course of Unicom and the six principal service of the "Link infinite" brand of Unicom.3. The analysis of the competition environment of value-added service of Unicom. This is the emphasis of this paper. Through the macro-environment, industrial drive, analysis of market competition, service counterpart analysis and SWOT matrix analysis, we try to legibly recognize the competition environment of value-added service of Unicom so as to find the location of strategy and furthermore analyse the present problems and pending difficulties of the value-added service of Unicom.4. The strategy of development of value-added service of China Unicom. Based on the above research, we put forward the strategy of development and management of value-added service of China Unicom which includes fine-granular classification of market, accurate location, creation of service value chain, fulfillment of advantage of CDMA technology, execution of different competing policy, making advantage of brand sales, and etc.The main contributions of this thesis are comprehensively analyzing the competing environment of value-added service of China Unicom, thereupon with the scientific analysis method of SWOT, ascertaining the directive guideline of strategy of enterprise competition, and furthermore proposing the strategy of management of the development of value-added service of Unicom which has the active theoretical and realistic meanings for Unicom's entering the new era of the development of value-added service.