The Research Of China Mobile's Internet Broadband Service In Full-Service Era

At present, China's telecom market has become increasingly saturated and shows the posture of the low speed running. It has been a mainstream of the whole communication sector that new market space should be explored to realize the sustainable development of the whole industry. However, at this moment, the broadband Internet service of China has made great strides, turning China into the biggest market of the broadband Internet service, with increased market space. The broadband Internet service has become the main factor driving the growth of the telecom market, being the critical element determining the success of the"full service"operation. Therefore, the study on the integrated marketing strategy of the broadband Internet service is of great strategic significance and practical value. As the emerging operator that introduces broadband to markets, China mobile has officially proposed the strategic shift that "mobile telecommunication expert" is gradually converted into the "mobile information expert"; to achieve such a change it must further broadband business operation, accomplished by the transformation from "professional mobile operators" to "all the business operators" .This paper studies are based on a full-service era background of SWOT analysis of China mobile development such as the external environment of the broadband business expounded in detail, analysis of the broadband business policy towards, competitive environment and other carriers as well as comparison of enterprise condition .Secondly, according to the actual situation of existing network and China mobile broadband business development, the advantage of China mobile development broadband business can be defined and meanwhile comparison of markets in domestic and foreign areas is analyzed to find out gap or problem. Again, through the analysis of the existing problems, feasible suggestion can be proposed from five aspects of implementing measures that specifically develop the China mobile broadband business, including transformation of management idea and promotion of management level, mastery of key step in broadband Internet industry value chain, active organization of resources with multifarious way of access, enhancement of operational level in multiple methods and establishment of a unified broadband integrated service network platform.This paper hopes to provide reference for research of China mobile Internet broadband business and construction of new business extension and new profit point in a full-service era, which also offers guidance advice for subsequent broadband business access.