| US management expert Joel Rose once commented, an enterprise without a strategy is a boat without helm, which can only turn around the same place. The enterprise strategy will help the enterprise to coordinate the internal and external environment and clarify the direction and objective of developing the enterprise. Meanwhile, no enterprise could isolate itself from its external environment. Therefore, enterprise environment becomes the basis, starting point and limitation of making enterprise strategy, which means we should analyze the external environment of the industry before a strategy is made.1. More fierce market competitionChina TieTong has the permit of international management. China Satcom has the permit of operating IP business and Telecom and Netcom has the permit to visual communication business. There are 6 IP operator, 4 long distance call operator and 5 basic data business operator. The market is very competitive. Guangdong Electricity Group and Electricity Group are seeking for opportunities to enter the data communication operation field. All the communication operator will make more effort, both in terms of the degree and the pattern and level of competition.2. Data communication technology brings new development opportunities for data businessMobile communication technology and data communication technology becomes two supporting technologies in global telecom industry. The mobile technology is now more data-based and intelligent, while data communication technology is oriented to wideband-based and multi-business. These two businesses channel a big portion of business out of traditional voice business.In view that technology such as ADSL, CABLE MODEM and PLC have a good price-performance ratio and can be widely used, the trend of using wide band has already come. The high band width using fiber plus LAN and the symmetry transmission model are mature and it begins to be used in homes.3.More difficulty in marketing and maintaining the customers, more business demands will be trends in data business marketTrend 1:cell phone, IP call have greatly affected the fixed long distance call and the market share of long distance call will be further reduced. In particular, wireless business talk increases such impact.Trend 2: professional and multi-operator competition lead to a multi-level competition and the price of long distance call will continue to drop.Trend 3: affected by broad band, Dial-Up Networking will have more marketing difficulties and will be outdated in the future.Trend 4: the impact of mobile phones on fixed network is mainly reflected in channeling out voice business. Due to restrictions in transmission speed, communication pattern and final end, it is difficult for mobile business to distribute fixed network business. Besides, because data communication technology contains various businesses, a great number of users with long telephone bill are retained within fixed network. Fixed network has unique advantages like broadband, visual communication, voice business with low cost, etc., so fixed network data business has a brilliant future. However, the development of individual broadband business of optical fiber plus LAN of China Unicom and wireless business communication will surely alter the original pattern, so China Unicom can take some market share.Trend 5: businesses like individual broadband and enterprise comprehensive data will generate substantial profit in the future.In recent years, our neighboring regions develop quickly in terms of economy. And the Chinese government has also proposed the strategy of revitalizing northeastern old industrial bases. Tieling, with its energy resources, agro-produce bases, industrial corridor and foreign investment, will witness economic development, which will lay a solid foundation for data business development.Based on China Unicom's technological system of a uniform platform with various businesses, we should use our advantage of comprehensive businesses and provide comprehensive communication services to the final clients. With regard to the development of data fixed business, we will provide comprehensive businesses, including data, long distance, local, Internet and visual communication, to groups, enterprises, institutions and individuals, based on the uniform platform with various businesses.General strategy of data fixed business: with voice as priority, data as basis, make breakthrough in fixed network value-added business. Maintain the high market share and stable income of voice business, with service as the basis to guarantee the fidelity and stability of the clients; focus on data business, increase channels to form key growth points for business; make breakthrough using the rapid growth of fixed network value-added characteristic.This paper has discussed the status quo and development trend of data communication industry and proposed feasible suggestions on corporate development strategy based on the analysis of Tieling Branch, Boston Matrix, SWOT matrix and other instruments. It aims at consolidating and strengthening the competitive edge of the Tieling Branch and fostering its future advantages. |
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