The Competition Strategy Research On Mobile Phone Reading Business Of China Unicom Online InfoTech Co.,Ltd.

In recent years,the Value Added Business Bases in charged by telecom operators have being gradually stepped into the corporatizing process.Since 2009,from the beginning of China Mobile and Telecom,this process has gradually developed to the establishment of Unicom broadband and WoStore.After corporatized,three main operators will have the same business platform,and full services will face fierce competition.The corporatization of mixed shareholding reforms are both opportunities and challenges for Unicorn's mobile phone reading business.To remain an impregnable position in the future business competition,enterprise competition strategic objectives should be clearly defined,all the resources be integrated,and core competitive advantage after the reorganization be developed.This paper makes an in-depth analysis on the competitive strategy of the digital reading market after the forthcoming corporatizing process of mobile reading value-added service and operation center(hereinafter referred to "WoReading")of Unicom Online InfoTech Co.Ltd which is fully-owned subsidiaries of China Unicom,finds out the bottleneck of the current reading market development,and uses the theoretical knowledge of strategic management to find a way to break the ice.The PEST environment analysis method is adopted to analyze the macro environment of reading business in order to understand the impact of the macro environment on the development of Unicom's reading business.Using Potter's "Five Force Model",it analyzes the competitive environment of the mobile phone reading market,and the threats and opportunities for the environment to the enterprise are obtained.From the analysis of the external environment,this paper seeks the opportunities and challenges facing the company.At the same time,through the use of Potter's value chain analysis,the content providers,platform supports,content operators and business promoters of China Unicorn's reading business is analyzed.Through Gary Hamel and Prahalad's Core Competitiveness Model,it analyzes the aspects of enterprise culture,human resources,content resources,platform ability and user scale,to find out the advantages and disadvantages of China Unicom reading business,and to establish a new competitive strategy of The WoReading in market.Meanwhile,in order to ensure the effective implementation of the competition strategy,the specific strategic objectives are put forward,as well as the specific strategic implementation measures for the implementation of the strategic objectives,such as content renewal,brand construction,technological innovation,etc.,to consolidate and improve the important strategic position of the reading market industry chain for Woreading.Through the research of this article,it provides some suggestions for China Unicom's Mobile Reading Business in competitive strategy positioning,strategic choices and strategy implementation,and also refers to and promotes other operators and mobile internet reading business.