Research On Market Development Strategy Of Qingyuan Mobile Company Under Full-Service Environment

With China's telecom industry coming into the "Three Kingdoms" era, how to use their own advantage, adjust the market development strategy in time and control market quickly under the full-service environment, will become the key factor to success for operators in the future.Full-service operations means that realizing communication and multimedia services and integrated information technology solutions based on the foundation of fusion of three network. Its essence is building various business forms, using powerful network resources advantages of operators. They provide various types of communications and information services using a series of business model to meet the core requirements of the three market—individuals, families and groups. And they build a system based on fixed and mobile voice, broadband access and value added services. How does China Mobile develop to face up to full-service market environment and new pattern of competition?This paper analyzes the PEST (Political, Economic, Social, Technological)) in telecommunications industry under the background mentioned above. It gives research on the opportunities and challenges accompanied by full-service to the domestic operators and absorbs the full-service operations experience of world's advanced corporations. Through researching in Qingyuan mobile, it analyzes the effect on the market through the aspect of market penetration, economic development, tariffs, demographic change and many other dimensions, and makes prediction on the local mobile communications market. After the telecom reorganization with a new pattern of competition, using SWOT (Strength Weakness, Opportunity, Threats) analysis, analyzing the development of new China Mobile's full-service operation internal and external conditions environment. It makes a "personal customers is a core market base; domestic client market is defensive positions; Group's market is a full-service customer base," full-service competitive strategy. At the same time, it predicts the ways and strategy about its competitors. Finally, the paper analyzes the development of Qingyuan Mobile Company's market development strategy, and established a strategy to improve the income of the core full-service development from four dimensions of product development strategy, price strategy, channel development strategy and promotion strategy.