中国通信产业在2009年初开启了3G时代。本文以2010年6月为时间节点，对宇龙通信公司进行战略分析和诊断。2010年6月底宇龙通信公司的竞争环境产生新变化: 一是运营商为推广3G应用，减少定制渠道采购量，加大社会渠道采购量。这对一贯依靠运营商定制采购，少有社会渠道和品牌建设的宇龙通信公司是重大威胁。二是同业内竞争态势加剧，国际品牌手机在全产品线布局、本土化推广策略逐渐成熟，伺机等产业链成熟时，依据研发和品牌优势重构竞争格局。本文研究目标包括以下两个方面：一是研究战略管理理论在宇龙通信公司的实践应用，二是分析以技术创新和差异化经营为战略的国产手机企业在3G环境具有的竞争优势和劣势，进而提出战略选择建议。论文属于战略诊断类型论文，采用了文献综述、调查研究、定性分析等综合与分析的研究方法。本文首先对企业所处于的产业环境进行PEST分析和波特五力产业结构分析。其次指出原有战略面临的挑战：产业变革的不确定性；运营商策略的变化；产业竞争焦点的转变。在梳理企业历次战略变革和分析企业资源和能力后，指出企业存在着现有资源和能力与战略规划不匹配的问题。最后通过对企业进行基于内部优势和劣势、外部机会和威胁的SWOT分析，提出战略建议：调整经营战略，重新定位目标市场；整合全产业链，重点进行应用开发；注重软实力提升，着力塑造品牌形象；沿袭差异化战略，开辟新的利基市场；利用竞争优势，加快国际市场开拓。本文的研究对象为宇龙通信公司，战略建议只对该企业具有指导与实践意义，对以技术创新和运营商定制为发展战略的国产手机企业可能有借鉴意义。对采取诸如低成本、无品牌战略的企业并不具有参考和借鉴意义。

China's telecommunication industry opened 3G era in early 2009. Yulong Tommunication Co., Ltd on strategic analysis and diagnosis in June 2010 as the time node.The new changes Yulong Telecommunication Co., Ltd is facing in the competitive environment are as the below: 1, In order to promote 3G, telecommunication operators reduce the purchase orders from custom channels and increase the amount of purchase orders from social channels instead. This is a major threat for Yulong, because it has always been relied too much on custom purchase orders, and lack of experience on society channels and brand building. 2, With the competition trend intensifying within industry, the international mobile phone brands are more and more mature in the whole product line strategic arrangement and localized marketing. They are opportunistic to reconstruct the competition pattern based on the advantage of the R&D technology and brand as soon as the industrial structure is mature. This paper focuses on the following two aspects: First is to study the fulfillment of strategic management theory in Yulong Telecommunication Co.,Ltd; The second is to provide the strategy choice recommendation through analyzing the competitive advantages and disadvantages of domestic mobile phone brands which undertaking the strategies of technological innovation and differentiation in 3G environment. The type of this paper is a strategy diagnosis with the synthesis methods of literature overview analysis, survey and research, qualitative analysis and more.First of all, this paper analyzes the industrial environment through PEST method and the industrial structure through Porter Five Forces method. Secondly, this paper indicates the challenges that the original strategy is facing: the uncertainty of industry change, the change of the operators’ strategies, the transition of the focus in industry competition. Through sorting-out the strategies changes and analyzing the resources and capabilities of enterprises, this paper indicates the issue the enterprise is facing is that it does not match between the existing resources and capacities and the strategic scheme. Finally, this paper contributes the following recommendations for strategies that the enterprise should consider and undertake based on the SWOT analysis of internal strengths and weaknesses, external opportunities and threats, including: adjusting business strategy and re-positioning the target market; integrating the whole industrial structure and focusing on application development; enhancing soft power and focusing on brand building; insisting on the differentiation strategy and exploiting new niche markets; taking the competitive advantages to accelerate the international market development.Additionally, The study paper is Yulong Telecommunications Co.,Ltd, The strategies recommendations this paper mentioned are only applied to this enterprise for the guidance and practical significance. It is possible for them reference those domestic mobile phone brands who are based on the strategies of technological innovation and operators-customized. This paper has no reference for those enterprises who prefer to operate with low-cost, non-brand strategies.