Research On Coping Strategies Of New China Mobile Under The Situation Of Full-service

The basis of this thesis is strategic management theory, Michael Porter's Value Chain Model, differentiated marketing tactics, and The Long Tail.A lot of experts and scholars do research of telecommunication industry. This thesis sums up the research results about the transform of telecom operators both of foreign and domestic. More than a half researches of foreign telecom operators like NTT DoCoMo, BT, AT&T, Verizon, etc. pay attention to their changes of strategy, organization, products/services, etc. and the focal points of the domestic research are access charge, transformation and company strategies.The background of this thesis is telecom industry restructuring. In May 2008, China Telecom purchased the CDMA network (both assets and subscribers) of China Unicom; China Unicom was merged with China Netcom; the fundamental telecom service of China Satcom was merged into the business of China Telecom; and China Railcom was merged into China Mobile. The restructuring of major operators to make them become full-service operators and establishing a relatively balanced market development system through regulating the market and new services is, as a whole, in favor of improving the overall competitive edge of China's telecom industry. Thesis takes the China Mobile as the object of study, to analysis its strength, weakness, opportunity, threats. Then give the suggestions on marketing, price, channel, and organization.