The Competitive Strategy Research Of China Mobile After The Reorganization Of Telecommunications Industry And 3G License Release

Currently, the reorganization of telecommunications industry in our country and 3G license issuing become hot topics. While the Chinese Government decision of reorganization of telecommunications industry is becoming clear, great changes have taken place in the competitive environment. In order to seize the developing opportunity and meet the challenge, China Mobile, the industry leader, should advance the core abilities and make well preparation for the competition. Moreover, China Mobile should try to take more social responsibility and increase the social influence. The Oresent situation and developing tendency of telecommunications industry has been researched. The reorganization of telecommunications industry in our country and 3G license issuing methods have also been discussed in this paper. Reference to international experience for operating 3G service, strategy analysis of China Mobile has been studied. After the reorganization of telecommunications industry and 3G License release, China Mobile will carry out the differential marketing strategy, assisted by the low-cost strategy and blue ocean strategy. Under the core strategies' direction, the solution scheme in details has been analyzed in the following divisions, such as user's development, product, cost, channel and group users. This research is aimed to help administrative personnel understand the market dynamic trend in 3G business to establish feasible strategic target; aid the fundamental employees in making 3G working plan; direct all levels cooperation to achieve business objective and comprehensive healthy sustainable development.This paper analyzes the competitive environment in the telecommunications industry at first. Then several management tools have been used in the analysis process, such as SWOT analysis method, PEST analysis method, Porter's five-force mode, Game Theoretical Model and competitive strategy theory. As a whole, the status quo and future competitive strategy of China Mobile have been investigated, indicating the direction of China Mobile in the future.