Research On The Competitive Strategy Of Inner Mongolia Unicom's Broadband Business

On May 24th of 2008,Ministry of Industry and Information Technology,National Development and Reform Commission,and the Ministry of Finance jointly issued the Announcement on Deepening the Reform Telecom to kick off the new round the reorganization of telecommunication industry,and to form the competitive pattern composed mainly by three full-service operators—China Unicom,China Telecom and China Mobile.As the traditional leading fixed telecom operator of the telecommunication market in Inner Mongolia,although it occupies a larger market share of Inner Mongolia telecommunication especially in fixed net services,the new Inner Mongolia Unicom which is combined by the former Inner Mongolia CNC and the former Inner Mongolia Unicom is also facing a great challenge and rare opportunity of development.As a key product,broad business plays a decisive role in the process of the development of Inner Mongolia Unicom.Therefore,how to keep the continuous competitive advantage of the broadband business becomes a major issue for the future market of Inner Mongolia Unicom.This dissertation is the research on the basic competitive strategies on broadband business of Inner Mongolia Unicom.By ways of the analysis of PEST,Porter Competition Model,and SWOT analysis,the macro environment,industrial competitive structure,internal resource and capability of broadband business of Inner Mongolia Unicom are analyzed and evaluated;by analyzing the applicability,feasibility and necessity of the three basic competitive strategies of broadband business of Inner Mongolia Unicom,this dissertation puts forward a differentially competitive strategy in low-cost guidance as the marketing competitive strategy of broadband business,and formulates concert enforcement measures in keeping the low-cost advantage of broadband access service and building the differential broadband application products.By studying the competitive strategy of broadband business in the process of melting and development of Inner Mongolia Unicom,this dissertation is expected to put forward some useful strategies and methods that can be consulted and taken by people of the same profession.