中国联通移动通信业务价格战略分析

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1、2．实施重点赶超、局部赶超战略。3．运用差异化战略提升产品价值。包括：塑造品牌形象，提高品牌价值；在增值业务上寻求突破；打造产业链，提高差异化能力。4．关注行业技术发展，及时应对新的价格形势。5．做好后台支撑工作，确保价格战略的有效实施。中国联通移动通信业务的价格战略及其措施，对于中国联通以及国内垄断性行业中处于挑战者地位的企业而言具有一定的参考价值。值得一提的是，在对中国联通价格战略进行研究的过程中，运用实际运营数据构建了数学模型，并以此为基础进行了定量的博弈分析，为价格战略的研究提供了数据支持，在方法上是一次较新的探索。关键词：中国联通；移动通信业务；价格战略；博

2、弈分析ThePriceCompetitionStrategyofChinaUnicomonMobIleCommunicatiOnBusinessAbstractChina’Smobilephonemarketisatwo-wayoligopolymarket。whichisintherapiddevelopmentdrivenbycompetition．Enterprisesinthismarkethavebeenchallengedoneffectivedevelopment．ItisveryimportantforChinaUnicorninaweakpositi

3、ontodevelopandimplementappropriatestrategiesforthecompetitiompricingstrategyisthemostdirectandimportantdecision-making，whichisdirectlyrelatedtothesuccessoftheenterprise’sprofitandsurvival．Pricingstrategyisbasedonthemacroenvironment，industrycharacteristicsandtheindustryenvironment．Fromth

4、eviewofmacroenvironment，therearenewdevelopmentopportunitiesforthemobilecommunicationsindustrybroughtfromthenationalattentiontotheinformationindustry，therapiddevelopmentofeconomyandsocietyontheinformationneeds．Fromtheviewofindustrycharacteristics，thecharacteristicsofthemobilecommunicatio

5、nindustryincludeanaturalmonopoly，economiesofscale，networkexternalities，producthomogeneity，consumptiontimingandpriceelastic．FromtheviewofPorter’SFiveForcesAnalysiS，themobilecommunicationsindustryenvironmentcarlbesummarizedasfollows．Thebargainingpowerofsuppliersisreduced．Thebargainingpowe

6、rofconsumersisincreasingrapidly．NewcompetitorswiIiparticipateinchina’Smobilecommunicationindustry．MobilecommunicationsbusinessaregraduallybeingreplacedbyInternetandwirelessbroadbandservices．ChinaMobileisapowerfulcompetitortoChinaUnicom．Therearefourmainfactorsthatinfluencethepricingstrat

7、egiesofChinaUnico皿First，ChinaUnicomisclearlyinaweakposition．Second，brandvalueandbrandpowerareweakerthanthecompetitor’S．Third，it’Smoresuitabletoselectsalestargetthanprofittarget．Thefinal，themobilecommunicationindustryisinthematurestageoftheproductlifecycle．ThroughSWOTanalysisand