Under The New Situation S City Mobile Business Competition Strategy Research

As one of the most important pillars of the national economy, the telecommunication industry has made outstanding contribution to China's socialist economic construction. As the trend of continuous development of society and the global economic integration, as well as the gradually maturing process of national economy, technology and market, China telecom has experienced four historical revolutions, including the separation between government and enterprises, dissolution and restructuring, etc. After the fourth industry reform in 2008, China Mobile, China Telecom and China Unicom have finally been formed, which have full service operation qualification. At the same time, 3G licenses have been issued. The Chinese Government has authorized China Mobile, China Telecom and China Unicom to provide the service based on TD-SCDMA, CDMA2000 and WCDMA 3G network respectively. Under the Twelfth Five-Year Guideline of"vigorously promoting information and industrial construction, and actively developing modern information service industry", this project is put forward to solve the problem that China Mobile is facing, which is a lack of full service and immaturity of TD industrial, and it tries to figure out a way how China Mobile could keep the leading position in market and its competitive advantage. The author believes that S Mobile must develop their own competitive strategies in line with the company status itself so as to stabilize its leadership and competitive advantage in the new area. Under the background of the fourth restructuring of the telecommunication industry and 3G license issuance, employing the analyzing method of SWOT, this project makes an analysis of the external environment, current industry status and developing trend as well as the company resources and capabilities of S Mobile, and through this analysis it provides proper plans and designs for S Mobile to compete with other two enterprises and to make a development of itself. And also, it points out that China Mobile should, in the long run, adapt the competitive strategy of reducing costs and differentiation. Besides, it indicates that either sub-branch of China Mobile in S, or S Mobile should take the implementing strategies from six aspects, which refer to the construction of corporate culture, team building, independent innovation, promotion of network quality, and the strengthening of management responsibility. Through the implementation of the right strategic decisions, China Mobile, which bravely assumes social responsibility and shoulders the heavy national responsibility of 3G, will be able to maintain its competitive predominance and enhance its double-leading position in both international and domestic markets.