| Into the twenty-first century, with the rapid development of science and technology, the complexity and flexibility of management philosophy and method , the design and implementation of the company development strategy has become a hot issue of the business and theory field. With the development of global communication technology and our national economy, China's telecom industry has also made rapid progress, which has become a pillar industry in current economic and social development. After experiencing two mergers and acquisitions, China's telecom industry has formed a multi-main and fully competitive situation, and has gradually established a new system to adapt to competition. Then the telecom operators have come to a new stage where the telecom operators transfer from competition for resources as the core strategy to competition for policy and operational strategy as the core strategy. Under the new competitive situation , whether Liaoning Mobile can play an enterprise's internal strengths and formulate a long-term sustainable strategy is the key to achieving the long-term competitive advantage.From the development of global carriers in the telecommunications industry, the strategic focus is the integration of all the main business, mobile broadband Internet as well as operational efficiency and other aspects of innovation. At the present time, integrating has become the current main development trends of the global telecommunications industry. All business operations is the important engine to promote the telecommunications towards integration. As different resources, capabilities and development of different operators, transition model will be different. For telecom operators in China ,the new competitive structure exists both challenge and opportunity. As an important member of mobile communications in China, telecommunications industry has a competitive advantage in the overall efficiency of the market, but in some areas it is still in an inferior position, especially compared with foreign telecommunications industry there is still a gap. In this new background of development and the highly competitive competition in the market to achieve the sustainable development ,enterprise development strategy has been imperative to design and implement to comply with the requirements of industry trends.Currently, China Mobile is the leader in the telecommunications industry over the country. However, in Liaoning Province, in terms of customers in the mobile market share, Liaoning Unicom is highly competitive. Its customers share is in the national front rank. It is the clear leader in Liaoning Mobile. In terms of profits share, Liaoning Unicom's share of profits is highest-ranked. In the field of broadband and fixed line, Unicom broadband revenues will account for 30% of total revenue in 2011. Compared with Liaoning Unicom, Liaoning Mobile broadband has obvious shortcomings. For Liaoning Mobile's overall strength, there is a certain distance between the local market and the market in the country. Therefore, Liaoning Mobile Communication Ltd. needs to analyze its current strategic environment, make opportunities and challenges in the local market clear and re-design the company's strategy according to the enterprise's advantage and disadvantage and develop relevant measures to ensure the effective implementation of the strategy, to obtain the mobile equivalent in status in the entire domestic market.This article is based on a strategic management theory, connecting with Liaoning Mobile Communication Company's current actual operating conditions and characteristics of the external market environment. First, we analyze external environment in Liaoning the mobile communications company from the political and legal environment, economic environment, socio-cultural and technological environment .By the analysis of the external environment of enterprises, we hope to find better opportunities and potential external threats, to make a good external analysis for formulating exact and effective strategies. Second, Porter consider that developing strategies for companies is closely connected with the market environment, and the most critical factor is the industry where the company lies. Business competitors, buyers, suppliers, substitute products, potential competitors combined effect of five industrial strength varies with the industry. The result is the same industry or different industries at different stages of development have different profit levels , thereby affecting the company's strategy development. This article also analyze the environment of the communications industry combining Liaoning Mobile Communication Company's industry environment and Michael Porter's five forces model, in order to understand the status of mobile communication companies in the industry clearly.Third, based on the analysis of the external environment and internal ability in the enterprise, SWOT model was constructed to make business advantages, disadvantages, opportunities and threats clear and lay a solid foundation for the long-term development strategy. Then, the strategy goal in Liaoning Mobile Communications Company was presented according to the analysis above, and future strategic objectives and strategic ways was detailed and made clearly. The corporate strategy, business layer strategy and function layer strategy was also made. Finally, the paper also proposed the principles of the corporate development strategies implementation to make the strategy carried out effectively. And the paper also make the strategic implementation of safeguards from organizational management, technology management, service management, cultural management to fulfill the four aspects of the development of Liaoning Mobile Communication Company .This article discusses the opportunities and challenges when the Liaoning Mobile Communication Company formulates a development strategy in a new situation. And according to it, the paper also puts forward the development strategies and the secure measures of the effective implementation strategies .Both of them have important significance on the realization of the sustainable development of the enterprise. |
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