The Research On Competitive Strategies Of Fixed-line Business In Changsha Branch Of China Unicom

The Ministry of Industry and Information Technology、NDRC and the Ministry of Finance published jointly The Announcement of Deepening The Telecom System Reform in24th may2008,combining the six telecom operators into three enterprises which are relatively similar in strength and scale. In the same year, the former China Netcom, former China Unicom merged into China united network communication Co., LTD.(referred to as "China unicorn "). With China unicom officially listing, it marks a new operation pattern having formed. The telecommunications restructuring is not only an opportunity but also a challenge for new Unicom. The restructured three operators will have the same business competitive platform, so the competition on business will be increasingly fierce. For the fixed network market of the new Unicom, integrating mobile network, plus original fixed network business, how to establish the fixed-line product competition strategy and how to improve the core competitiveness of the new unicom, all these will be the fundamental questions new unicom need to solve.The paper makes an analysis deeply on what strategies Changsha branch of China Unicom will take on fixed network market after reconstruction and integration and on the enterprise’s bottleneck of the development of fixed network market. Through the knowledge concerning strategic management, on one hand we can find out the opportunities and challenges enterprise is facing from the analysis of external environment; on another hand we find out the disadvantages compared with other telecom operators by analysising internal environment. So after the SWOT analysis, the right competitive strategies can be chose. At the same time, in order to ensure that the competitive strategies can be implemented effectively, the paper puts forward the strategic goals and measures to achieve the goals. These measures include the organizational change, enterprise culture reconstruction and so on to support the new Unicom and to let Changsha branch be the provider of integrated telecommunications service.