China Unicom's Competitiveness, Brand And Service Perspective

In the past two decades, under the promotion of IT revolution and economic globalization drive, great changes have taken place in the telecommunications industry and this industry has become the most potential and fast-growth sector worldwide. Chinese telecommunications industry catches this opportunity and realizes historical stride, and it takes just no more than 20 years to build up an advanced network which covers the most populated customers and provides complicated services meeting different market demands with advanced technologies.Since China Unicom was founded in 1994, it has grown up and become a famous international large-scaled telecommunications enterprise with 10 years of efforts and innovation, in terms of subscribers, China Unicom now is the 3rd largest mobile operator and the 2nd largest CDMA carrier in the world. After China Unicom listed in the stock market in June, 2000, it emphasizes the balance between GSM and CDMA networks and focuses on mobile business, and it also carries the policy of benefit–leading to be more stronger in the market competition. But it faces a very strong competitor in the mobile operation sector—China Mobile.In combination with development tendency of telecommunications industry, on the basis of Corporate Competitive Competence Theory made by Dr. Michael Porter, I try to research China Unicom's competitive competence. Due to lots of factors affecting competitive competence, this paper will focus on two aspects of the research objective which are brand policy and service and will compare with its competitor.Currently China Unicom implements multi-branding policy to compete with China Mobile in the main segments and has made good achievements, but there are some obvious problems existing in the brand construction. In the aspect of client service, China Unicom has shown good performance in the full-service providing and customer satisfaction.To further increase competitive competence, suggest China Unicom to improve in the following two aspects: 1. carry out rational strategies in brand construction 2. adjust market, product and price policies, improve over-all service level...