Research On The Mobile Newspaper Business Development At The Post3G Eras

Since July8,2004,"China Women’s News" newspaper launched its first mobile version. With the energetic efforts of operators, Mobile News quickly became the hottest mobile value-added services, because of its advantage of immediately, fast, personalized and low-cost. In the early stages of development, mobile newspaper has outstanding advantages, obvious features, as the combination product of traditional paper media and emerging mobile media.However, with the continuous improvement of technology, particularly3G technology has a huge impact on the communications industry, the needs and reading habits of mobile newspaper audiences are constantly undergoing change, At the same time the development of new intelligent machines make more intelligent media applications began to erode the mobile newspaper market, if operators cannot fully understand the currently market changes,cannot reform the mobile newspaper to adapt to the new market environment, otherwise will lose a lot of the audience, and will be replaced by new smart phone applications, and ultimately become the3G era transitional product.Since2009, the telecommunications industry regrouped and issuing3G licenses, China’s three major telecom operators’giants entered a new era of competition. The huge Chinese market demand provides a good opportunity for the development of the communications industry, but with the changes in the external environment of the industry, especially the development of technology and the improvement of user awareness,3G is being changed the people’s lives dramatically.Currently, three operators start business competition in the whole based on their respective strengths, especially in the field of value-added services, the rapidly development of mobile value-added services as the main weapon to improve customer ARPU and drive overall tele-communications service revenue, competition is particularly fierce. As an important part of the newspaper business, mobile communication value-added services have become an important business for the three operators to compete. In the fierce competition, whether to grasp the mobile newspaper business market environment, the development features, reasonably determine the market positioning mobile newspaper business development, handling mobile newspaper chain business relationships, integration of advantageous resources, enhance the mobile phone business in the mobile value-added services reported total proportion of total revenue, foster strengths and circumvent weaknesses, seize the opportunities of the times, the sustained and healthy development of China Unicom is the important issues of the development of value-added services.Based on the basic theory of corporate strategic management research and analysis tools, the use of PEST analysis and Porter’s five forces model for China Unicom, respectively, this article make a thorough inquiry of the macro-environment and industry competitive environment,and elaborate and analyze the current situation of the company’s development and internal environment. Then we use the SWOT method systematically summed up the use of an external threat, opportunities, internal strengths and weaknesses faced by China Unicom. Through the analysis of China Unicom’s mobile newspaper business development strategy we make reasonable suggestions. On the basis of the Above-mentioned evaluation this article gives the strategic implementation strategy in the3G era for China Unicom mobile newspaper business development.This article reveals that in3G and post-3G era background, if China Unicom want to compete with other operators and Internet companies in the mobile newspaper business market must based on their own advantages, expand differentiated marketing, use fusion development strategy to integrate information expression means in line with mobile phone character and focus communication,beside,something like micro-blog, micro-letters, and other APP information application, then to enhance the users’experience, expanding market share, win the market development opportunities.