The Differentiation Competitive Strategy Analysis For Chinese Telecommunications Operators' 3G Business

With the reorganization of China telecommunication industry and 3G license by the dissemination, communication industry has entered a new development rapid period.The traditional pattern that basic business occuping a more important position rather than value-added services assisted.The convergence service of broadband and fixed telephone,the same as 3G business, has become the main increasing service point,which replaced voice calls and data exchange.The three networks convergence and other measures also greatly enhance the overall strength of the communication industry.China Unicom,a second enterprise in the domestic market as a long term, had acquired the 3G business development opportunities, when it got the acquisition of WCDMA license. Currently,it has the largest domestic groups of 3G's client customization. As the 3G era coming into the rapid growth stage researches on 4G technology such as TD-LTE technology has achieved success. China Mobile energetically unfold the commercial network construction.Thus,China Unicorn's 3G development is facing a huge challenge that the relative lower-rate on 3G's data transmission can exert a negative influence on the development of 3G in the future. Based on the above reason, somewhat 3G business and market operation of inferior must make a breakthrough.On the one hand,re-integrations of 3G's business combination are needed, on the other hand,customer demand and applications should be taken as the core as the main generalization to the market to maintain and expand the 3G market shares.This article,referring to the enterprise strategy management theory,makes a detailed analysis of China Unicom general macro environment, industry environment and internal resource capability and other related content. Whereafter,to make clear enterprise development advantages and disadvantages, opportunities and challenges,SWOT models are adopted. Meanwhile based on the consumer behavior and psychological analysis, from the users' perception of the angle, I put forward measures in 3G industry value chain and competitive level of the enterprises strategic and suggestions, which can enhance the sustainable development ability on 3G business in the future and promote China Unicom's in 3G competition and long-term evolution ability.