The Study On Development Strategy Of Guangdong Mobile Dongguan Branch

Since the new round of telecom industry regrouping in 2008, the three communications operators can operate full business, a new Competition period begins. As the leading mobile communication operator in Dongguan, Guangdong mobile Dongguan Branch is facing the new challenge and opportunity. Under the serious competition and development opportunity background, this paper draw great meaning for the study on development strategy of Guangdong mobile Dongguan Branch.This paper first presents theories of corporation strategy, strategy management and research technique, which are used for the research. Then, by means of PEST analysis and Competitor analysis model, the paper points out external environment of the company and analyses the internal environment. And then, advantages and disadvantages of the company are given and the opportunities and challenges the company is facing are analyzed. Based on the SWOT analysis, the paper provides alternative strategies for Guangdong mobile Dongguan Branch.After the analysis, the paper points out a strategic objective——enhance the leading position among Dongguan communication operators, and transform the company into a mobile information service provider. In view of the strategic guiding thoughts of"maintain customer and differentiation competition", then draws up a strategic implementation from 4 aspects: human resource, marketing, products and operation. In the aspect of human resource strategies, proposes talent introduction and training, and an idea of"training professionals and building the full business talent team management system". In the aspect of marketing, the paper suggests the development strategies of Individual market, home market and group market. In the aspect of product strategies, this paper pays attention to voice business, data business, internet business, TD business, M2M business, mobile internet business and Wireless city. In the aspect of production operations, the paper designs the development strategies from four fields including network support, TD network construction, IT system support and management mode.