Positioning Improvement Research Of China Telecom In The Mobile Internet Industry Chain

In recent years, the Mobile Internet has become one of the fastest growing industries and been developing with a rapid momentum at home and abroad. With the fast development of the whole industry, the industry environment of the Mobile Internet has been undergoing a major change. In the chain of Mobile Internet industry, the competition between different segments of the cross-domain is becoming more and more common. Various types of enterprises are eager to take a slice from the great industrial value. In this case, the telecom operators at home cannot seize a dominant position in the chain of traditional communications industry any longer. Their original role has been unable to get more profit in the Mobile Internet industry.As China’s largest fixed-line operators and new mobile operators, China Telecom is facing not only the competition of other carriers, but also by the challenges and threats from the terminal manufacturers, Internet companies and traditional partners. How to identify the right positioning in the industry chain is a big and essential question for China Telecom in the Mobile Internet era of rapid development. That is also the purpose of this research.Based on the theory with practice, this research using the theory of the industry chain from the perspective of the pattern of the industrial chain and industrial chain competition and cooperation, carried out a detailed analysis of Mobile Internet industry chain in China. Combined with China Telecom’s actual, the article raised a standard for according to the key problems of China Telecom in the industrial chain. And then by the analysis of the strategic objectives, the external environment and internal capabilities of the enterprise, this article try to discuss the positioning strategy from several aspects of positioning strategy, such as "seek","scramble","shift". At the end, it puts forward a number of guarantees in favor of the smooth implementation of accurate positioning. All in all, this article is trying to provide a reference for China Telecom to enhance the voice and competitiveness in the industrial chain, and a proposal for its good and fast development in the Mobile Internet era.