Shanghai Unicom's 3G business model analysis and optimization
|School||University of Electronic Science and Technology|
|Keywords||Shanghai Unicom 3G Business Development model Analysis and optimization|
After t After the new round of China’s telecommunications industry restructuring in 2008, it formed a new situation for China Telecom, China Mobile, China Unicom. Three carriers become full strength, scale, business convergence all services carriers, the pattern of China Telecom market changed dramatically once again. With 3G licensing as a new starting point, the new round of china’s telecom industry competition in the market staged a large-scale once again. As China’s fledgling 3G services, how can get faster and better penetration and development. Not only for the development of China’s telecom is significant, but also for far-reaching national economic and social development. China Unicom’s 3G business has achieved good business results, China Unicom, the sustainable use of 3G development model? And China’s 3G development impact, which experience and inspiration can bring us? Will it help the prosperity of the entire Chinese 3G market? In this paper, According to the China Unicom Shanghai branch ( hereinafter referred to as" Shanghai Unicom" ) for example, to have a research and analysis on the development model adopted and development effectiveness currently taken in 3G business. And analysis on existing problems in the business development, Make recommendations for the optimization of the next stage, With a view to China Unicom and China 3G business development provides a point of reference, and explore some new experiences and models.In this paper, research methods are including product pricing, market segmentation method, database management and other methods, text analysis is divided into five chapters are discussed. The chapter I is an overview of the full text. Mainly from the development process of China’s telecom industry, Overview of the China Unicom’s development and impact on China Telecom industry, China’s economic and social development in the period of 3G business development, Topics of this paper describes the background and significance. And outlined the main theories and methods applied in this paper. Chapter II is mainly about the origin of 3G and provides an overview of global business. Chapter III primarily from strategic planning level, focus on strategic positioning, market segmentation, channel management and have the in-depth research and analysis on Shanghai Unicom’s 3G business development models from different angles, and made a number of managerial significance. Chapter IV primarily on Shanghai Unicom’s 3G business analysis on the problems existing in the development, and focus on next 3G trends, make recommendations for optimization. In optimization recommendations, introduces three management models independently, are the "customer life cycle management model," "product life cycle management model" and "customer complaint management model". Innovations introduced‘establishment of a unified resource center, the realization of the enterprise resource virtual exchange and paid configuration’and other new concepts. Chapter V conclusion is a summary of the thesis research of significance and results, the existing limitations and research prospects for the future.