DEZHOU Netcom Competitive Strategy Research

For 20 years, our country economy swift growth, the information communication becomes the people economic production and social life's essential foundation, at the same time, the telecommunication enterprise participates in the market competition positively, sets up the enterprise competitive advantage diligently, after more than ten years high speed development, has made the progress which attracts worldwide attention. But along with the number of users growth, the telecommunication income's growth actually gradually postpones in recent years, take the voice service as representative's foundation communication service bitter experience "the ceiling", becomes the telecommunications industry development's bottleneck, since 1997, the telecommunications industry has experienced a series of reorganization and transformation, under the new situation, how the China Netcom (group)Corporation LTD. DEZHOU branch (following abbreviation is the DEZHOU Netcom ) to use good enterprise's, the exterior resources, formulates the practical and feasible management strategy, occupies the superiority status in the competition, enhances the synthesis competitive power unceasingly, is a topic which is worth pondering and studying.The paper utilizes the PEST analytic method, five strength models as well as the SWOT analytic method, the DEZHOU Netcom faces the industrial development the excellent opportunity, and also faces the steep competition, the customer demand diversification challenge; the DEZHOU Netcom has superiority of resources, talented person and multi-products, also has the inferior position of the reform reorganization, the partial products and heavily burden. The paper proposed the DEZHOU Netcom the competition strategy, enterprise through implements the variation strategy in the product, service, marketing, channel implements aspect, constructs the enterprise corecompetitiveness. In the product strategy aspect, enterprise realizes the wide band and the information product fast growth, simultaneously increases the prolificacy bundle, extends the solid words new function, unearths its potential value, positively innovates new product such as 114 lost-and-found, HAOZHAO net, develops the variation product to win the competitive advantage; In the service strategy aspect, enterprise must display comprehensive product superiority, in the base of dividing the market, designs the different product and the service combination, establish different level variation services structure; I the marketing strategy aspect, enterprise should subdivide the different client base, in view of the family customer, the flowing customer, the campus customer, the commercial customer, the government and business customer adopts the different marketing strategy, contains other operator's competition effectively; I the channel strategy aspect, enterprise needs to promote the innate channel's marketing function and the competitive power unceasingly, perfect countryside sale services structure, construct the countryside information service station positively, develop the broad rural market. The success strategic implementation needs the powerful safeguard. The paper elaborates the essential safeguard which the competition strategy needed in the four aspects of the brand promotion, the human resources, the enterprise culture, the operation support system. Through strengthening the brand management uniform brand image, strengthening the multi-skill, managerial, the new technology talented person's raise and the drive, establishing and consummating the enterprise culture which employee approves, developing consummation operation support system , enterprise should implement the variation competition strategy successfully..This paper has carried on the summary finally to the full text, proposed the DEZHOU Netcom the opportunity and challenge coexisting, the superiority and the insufficiency coexisting, so long as holds the opportunity, displays superiority, in aspects and so on product, service, marketing, channel establishes the variation competitive advantage rapidly, and in aspects and so on brand, human resources, enterprise culture and support system gives the force support, DEZHOU Netcom can establish the competitive advantage, and realizes continues the stable healthy development.