Dalian, China Unicom Business Development

With the development of telecommunication technology, the extensive operation mode, which increase of revenue depends on the quantity of consumers, could not reach the requirement of the competitions in customer-driven market and the demands of information society.As the mainstay revenue of Dalian Unicom, the telephone service of voice has got into the mature-declined stage of the product life cycle. It has been low-valued under the influence of VoIP(Voice over Internet Protocol). The value-added services' revenue has still depended on SMS (Short Message Services) and Individual Ringer Service. The applications of other value-added services have not been definite, which take small percentage of the total revenue .At the same time, the disequilibrium between increasing of consumer and decreasing in revenue become obvious. If Dalian Unicom has still operated as the basic network operator without the high-valued applications in information, it will be reluctant to face the danger of becoming the hirer of telecom channels in future, who can not gain the high profit in the information market.With the application theory of value chain and industry chain ,and the analysis of telecom industry chain, the paper has given a developing method of value-added service for Dalian Unicom, which should be participated by the parts of telecom industry chain, including the manufacturer of telecommunication equipment, the service/content provider, the channel cooperator and the terminal manufacturer. According to the successful mode summarizing from I-mode and China Mobile, Dalian Unicom will change its role to become the multiple-information provider, who provides bundled service, ordered service and industry service.If Dalian Unicom can conform every part of telecom industry chain and bring them into play with the equitable distribution mode, it can provide the information service for the individual consumers. So that the profits of the industry chain are maximized and multiple-gained. Every one gains enough profits from thecooperation, so does Dalian Unicom.According to the status of Dalian Unicom, the paper has also given the guarantee step for the business transformation which is supported by the modern management theories, such as flatten organization structure , business process reengineering, human resources management and organization culture.The intensive operation driven by customer demands, the superiority of multiple-service operator and the ability for controlling the development of information society, can help Dalian Unicom to be successful. Dalian Unicom can improve its competition in the future market, through the change from basic network operator to the multiple information provider.