WLAN Operations Strategic Studies of China Unicom Dalian Branch
|School||Dalian University of Technology|
|Keywords||Dalian China Unicom WLAN Competitive Operation Strategy|
China’s three major3G operators were running the network into the fifth year.Through the past five years,the demand for mobile broadband and Internet services had took on an explosive growth. With the rapid development of mobile Internet,the mobile cellular network faces huge traffic pressure.As a "pipe workers"carrier,network and operations management overwhelmed.Faced enormous pressure on the operation, the low-cost,high-throughput technical means are urgent needed to alleviate the plight of the cellular network. WLAN network with the high throughput,the mobility,low cost,rapid construction characteristic,can play the streaming and offloading for mobile data effectively. The operators begun to use3G+WLAN combination.China Mobile proposed TD-CDMA+WLAN strategy, China Telecom proposed CDMA2000+WLAN strategy,China Unicom proposed Broadband+WCDMA+WLAN strategy. WLAN business success or failure of the construction and operation is essential for China Unicom.This paper is taken the3G market after the telecommunications reform background and around the problem of Dalian China Unicom WLAN service.Based on strategic competition management.marketing and some other theory. WLAN operator for strategic research of Dalian China Unicom was discussed,and WLAN operational strategic thinking and implement of recommendations were pointed out.This paper first introduces fundamental concepts of WLAN and foreign carriers operating experience.While the three major domestic carriers WLAN business development and current status are described.and operational problems of Dalian China Unicom WLAN is made. In strategic analysis,using PEST method,the external macro environment is analyzed;using Porter’s five forces model, the industrial environment is analyzed;while Dalian Unicom internal resources and capabilities are analyzed also; using the SWOT tool, WLAN operation strengths,weaknesses,opportunities and threats are summarized,and SWOT matrix structure is made. Applying theory of competitive strategy, Dalian Unicom WLAN operational strategy is drawn. Finally,in implementation of the strategy,organizational guarantee, building security, security, service assurance for the implementation of the strategy were discussed, and using4P marketing theory,the WLAN marketing strategy of Dalian China Unicom is elaborated.