A Study On Strategy Of Zhenjiang Mobile In The Group Customer Market

At present, through the reorganization, and especially after the issuance of 3G licenses, the telecommunications industry has entered a new phase of development, where the market is consisted into three full service operators, such as China Mobile, China Telecom and China Unicom. For the China Mobile, the other two competitors'capacities have been improved, and the market competition becomes fiercer than before. Specially, Zhengjiang Mobil, a subsidiary of China Mobile Jiangsu Company, faces a strategy challenge, which is how to keep the advantage position in the new market in the future. Therefore, this dissertation arms to survey the Zhengjiang Mobile's environment from a strategic perspective, and obtain the development trend of group-wide business competition, and then propose a clear idea of the Group of market development and competition, in order to hold the leader position in the communications industry.Firstly, the research background, objectives and the meaning, are introduced, then the research route and methods are presented. Secondly, Zhengjiang Mobile's external environments are analyzed by the PEST method, and the internal environments are examined from several aspects, such as company's human resources, organizational structure, network resources, product, price, channel, promotion, etc. Thirdly, the Zhengjiang Mobile's strengths and weaknesses summarized by SWOT method, and outside opportunities and challenges are analyzed, and based on the above analysis, the its strategies are matched. Lastly, a general strategic objective, i.e., " keep growing steadily on whole revenue of the Group market, and promot the balanced development of business , and hold the leader position ", has been proposed, and three detail objectives from three aspects, i.e., expand the group-market, develop the service, and operation management, and some detailed strategic implemental schemes are designed from the organization, product, price, channel, promotion and so on. All above are to provide the strategic guidelines for the Zhengjiang Mobile in the group market.