The Development Strategy Research Of CMCC Shenzhen Branch

In recent years,the Chinese economy continual growth has led the telecommunications Industry to get fast development. Since 1987, Shenzhen mobile communication company set up the first domestic public cellular mobile communication networks, keeping continuous high speed growths for more than 20 years. Its market share achieves above 70%, becomes the top brand in this industry.However, since 2008, with the merger of the domestic telecom operators, all of the business license being issued and TD-SCDMA 3G vanguard of the introduction, Shenzhen mobile communication company is facing an increasingly fierce market impact. The market growth of Shenzhen mobile communication company has slowed in recent years, and some ignored negative factors in internal and external side in time of early high-speed development are also appearing gradually. To some extent, it affected the business to continue growing. So as soon as possible, we need to find an appropriate set of solutions to help enterprises overcome the tremendous encountered resistance in the process of development, so to enter a new phase of growth cycle.This article will take Shenzhen mobile communication company as the object to study, use the PEST model, five strength models and internal and external factor appraisal matrix tools and so on, to analyses the company's internal and external environment, find out the factors which influence the company's development. Use the SWOT matrix analyzed the opportunity, the threat, the strength and the weakness to which the company faced, make clear the company's development direction in the future. Combine the vision and mission of the company, proposed the variation strategy. Use the value analysis and the value curve to select the key elements which influence the company's development in the future. Finally inducts the balance scorecard, make plan in four aspects achievement target systems of the company in finance, customer, internal flow and study & growth and so on, this will guarantee Shenzhen mobile communication company to be able to carry out the company's strategy plan in each management, realize the company's strategic target.This topic, through the actual case study, will make use for reference for Shenzhen mobile communication company to enhance the overall mobile telecom operators'core competitive power and team-building capability. Also it has instructive assistance to China telecom operators' overall strategic operation level.