Study On The Countermeasures Of Internet Business Expansion In Liaoning Mobile Company

In the past few years, one of the most remarkable phenomenon of telecommunication industry is the rapid innovation and development of mobile internet. Marked by large-scale commercial uses of 3G network, the mobile internet era has been fully opened. After fully integration of Wireless mobile function, internet connectivity and calculation function of intelligent mobile terminal, mobile internet will become the necessary platform and tools in people's lives. From this, the way of people's life and work will also change.Due to start early, CMCC was far ahead in the field of telecommunication, but in the field of internet there is little work involved. How to face the challenges of the new eco-system and the new business model as well as the new customer requirement and the new service mode and so on, and how to adapt to the new developing environment and compete for the new top spot, that became the problem that the company must face up to and have to be settled urgently.CMCC has gradually built its mobile internet industry layout, and have been set up eight base ,such as mobile reading base in Hangzhou, wireless music base in Sichuan , video base in shanghai, location base in Liaoning , e-commerce base in Hunan, south base in Guangzhou, game base in Jiangsu and mobile animation-cartoon base in Fujian . At present, China Mobile's mobile internet service has basic coverage in the mainstream business.But compared with competitors and the world advanced level, there are many shortcomings of China Mobile's mobile internet business. The present situation of China Mobile's mobile internet business is extremely unbalanced. The roots of the problem can be divided into terminal, content and networks. In addition, there are some problems in internal management, support systems and marketing channel in Liaoning mobile company, that restrict the expansion of mobile internet business.This article is based on marketing theory and strategic management theory, using SWOT analysis on internal and external environment of Liaoning Mobile company, that identifies problems and resolves them, and finally comes to the related countermeasures of mobile internet business expansion in Liaoning Mobile Company.In the era of mobile internet, Liaoning mobile company has to use their own advantages to take chances and base on the environmental change to find the right position itself, and also has to play well the role of channel providers, platform operational consolidation, business content provider and explorer of accurate distribution of information.In the area of mobile internet product development and design, Liaoning mobile company first needs to solve the problem of terminal with the measure of cooperation with high-end terminal manufacturers, deep terminal customization , improving taste of terminal and innovation of terminal types. Besides, it also needs to speed up the bases construction and deeply build unified business experience platform, and finely comb existing business and provide group information products as well to solve the problem of business content. Finally, Liaoning mobile company has to accelerate the construction of TD + WLAN mode, and make all efforts to build TD-LTE techniques to solve network problems.In marketing, Liaoning mobile company needs to make scientific and effective cooperation strategy to adapt to the new environment, and also need to use competitive strategy to take the opportunity to a leading, besides it needs to make rational use of brand advantage to grab market share and fully solve the problem of marketing channel to improve the customers experience, and needs to use appropriate price war with making reasonable price to beat the opponent as well.Finally, Liaoning mobile company need to its improve internal management and service quality to fully ensure the implementation of mobile internet business expansion countermeasures, which to continuously expand types of business ,improve customers perception, increase the number of customers, expand the enterprise profits, eventually become mobile internet era winners.