Research On Broadband Communication Market Competitive Strategy Of Jiangsu Unciom

With the operation of national "Broadband China" Strategy, broadband network firstly becomes a national strategic public infrastructure. As the fundamental bearing network and a binding selling tool for mobile service, broadband network market is seriously concerned by operators. Meanwhile,"tri-networks Convergence" and telecommunication industry open to private capital, and new entrants, such as radio and television industry competitors, are entering into this market. In the competition of Jiangsu broadband service market, facing Jiangsu Telecom’s market dominator superiority and Jiangsu Mobile’s capital and user convergence superiority, Jiangsu Unicom should break though the dilemma that user size is stagnant, and market share meets a minor decline.Jiangsu Unicom is located in Yangtze River Delta, one of the wealthiest region in China, and an owner of full-service license. In the environment of Internet fast-growing times, how does Jiangsu Unicom explore its broadband market growth route? Based on Michael E.Porter’s competitive strategy theory, this paper analyzes the strategy choice of domestic and oversea operators, the macro-environment of broadband communication service industry, and market competitive environment of Jiangsu Unicom, then locates key factors that affect Jiangsu Unicorn’s broadband service market growth, using PEST, five-force model and SWOT tools.Based on above analysis, from the three basic competitive strategies, differentiation strategy is chosen as the dominating strategy. In operation, from product, investment, channels and service aspects, this paper proposes practicable measures, including "featuring20M broadband service, P2P free","cooperative selling, normalizing promotion, mobile channel reusing","Setting up broad accessing and thin coverage network building mode","shortening installing and repairing time, building dedicated service brand". For network infrastructure of broadband service, this paper presents a network supporting solution which is "core network flattening, and access network quality enhancing".