A Study On Business Model Innovations For Key Account Management In Yunnan Unicom

China United Network Communications Group Co., Ltd ("China Unicom") was officially established on January 6,2009 based on the merger of former China Netcom and former China Unicom. The fixed-line business and mobile business of the three companies (China Telecom, China Mobile and China Unicom) have been merged and operated for two years, and the competition among the operators has become extremely fierce. Under such situation, the competition for the key accounts, which is the core of the strategic resource of an enterprise, is particularly fierce. But the former business model for key account management cannot meet the strategic needs of the company. Therefore, it is quite necessary to make transition and innovation to the business model for key account management of Yunnan Unicom.This article first introduces the basic concept of "key account" and "business model"; then according to the changes occurred in the market and the future development of telecom business, makes a comprehensive analysis on the key accounts situation and market competition by using the "key account management" theory and "business model" theory. It also finds the motivation for the business model innovation of key account management, and finally proposes the new ideal and method of Business Model Innovations for Key Account Management of Yunnan Unicom.