Research On The Competitive Strategy For Jining Unicom

The new China Unicom was established in October 2008. The restructuring brings new business development opportunities for new China Unicom in both mobile and network. The overall market share and revenue is growing Stable, even though there was some decreasing in telephone part which has been settled. At the same time, the homogeneous competition between Jining Unicom, Jining Mobile and Jining Telcom become more and more intense. The business environment of Telecommunications industry becomes increasingly complex.Jining Unicom, as leader of telecom operator in Jining, in order to keep its competitive advantage, can not use low price strategy as a competitive strategy. The current main task of Jining Unicom to study and inquire is:in the complex competitive situation, how to choose the right competitive strategies, in order to deal with more intense competition and keeping competitive advantage.In this research, PEST Analysis, Porter five forces competitive model and SWOT Analysis, has been used to analyze the macro-economic environment, industry environment and internal resources and capabilities of Jining Unicom. From the external environment analysis, steady of economic growth, issued 3G licenses and the improvement of people's consumer communications level are providing many unprecedented opportunities to Jining Unicom; however, there is still a big challenge to Jining Unicom, for instance, the more intense competition, Integration of three Networks, and introduction of new technology. From the internal resources and capacity analysis, Jining Unicom has certain advantages in brand, customer resources, product, internal channel, customer service and R&D, but Jining Unicom still needs to improve its costs, support system and G network coverage areas.In this research, by the analysis on the feasibility and the applicability of the three basic strategies, concluded that Jining Unicom should select the competitive strategy of differentiation, and developed some feasible measures. In addition, to ensure the smooth implementation of competitive strategy, the author also proposes some practical measures in enterprise culture, Human resources, Marketing channels and Operational processes. Through the research of the competitive strategy of Jining Unicom, author hopes other municipal office in north ten provinces of China Unicom or the industry can also found some methods in it.