Shaanxi Mobile Business Competitive Product Strategy Study

As the scheme of industrial recombination promulgated, the main telecom operators in China all get their respective mobile network and fixed telephone broadband network, possessing full services operating. Reorganization breaks the original competition pattern, thus, three telecom operators have their own merits and demerits in different field. Reorganization also brings new competition pattern, whichindicates the era of full services operating has come. Combining the writer's long working experience in communication industry with the analysis that present telecom industry faces the recombination in critical stage which leads to new round competition of three full services operators in communication industry, and full services operating brings the larger space and more opportunity to the operators pushing China Mobile to promote Customer Value, business ability, and service capability, helping the company to realize the second income growth curve and keep performance and the stable growth of investment return.According to the analysis of the telecom industry's developing trend, and the competition which China Mobile is facing, like present market, competition pattern, market share, service types, clients status and so on, this paper makes the general orientation of holistic strategy of full service, and takes Sichuan Mobile, the writer's working place as background to point out the problem, advantages, disadvantages of Sichuan Mobile in the competition of full service, to bring up improvement suggestion based on the experience from marketing system construction project, to provide valuable advice to the improvement of marketing ability and development of professional marketing construction on the deep research of marketing system of full service...