Longgang Mobile Company Enterprises Customer Strategy

After the recombination of China’s communication industry in2008, the mobile communication market of china, as the competition pattern that China Mobile, China Unicom and China Telecom stand like the legs of a tripod is forming, which competition is becoming fiercer and fiercer.As a traditional telecom operator, China Telecom has advantages, such as history position, enterprise culture and market image. After the period of integration and fitness, it had been entering the mobile communication market powerfully.China Unicom had upgraded its basic network with abundant fund, from which it sold CDMA network, changed its negative image of unstable signal. Moreover, by introducing the global star device firstly, China Unicom had displayed the powerful operation ability.In such background, China Mobile Shenzhen Longgang Branch (hereinafter refer to Longgang Mobile) will face the strong competitors, Longgang Telecom and Longgang Unicom.After the self-adjustment and optimization under the recombination situation, the competition between the operators had become much fiercer and cruder. Therefore, make more changes and breakthroughs for maintaining marketing share and business income to search more development opportunities.Above all, this paper focuses on how Longgang Mobile to make proper strategy, promote and maintain the competitive advantages based on its practical condition.Based on the market characteristic and practical condition of Longgang District, the paper analyzes the internal and external environments by integrating the theory and model of strategy management to choose and make the competitive strategy for Longgang Mobile.First of all, analyze the external environment to find the opportunities and threats, including economy, technology, industry, market and competitive environment, etc. Secondly, analyze the internal environment to find the advantages and disadvantages, such as enterprise culture, organizational structure, marketing and service policy, network construction and telecom technologies. Combine the both factors to set up a swot matrix which is help to select the competitive strategies, firstly, optimize the network quality and innovative the3G technology to provide the abundant products and services with its core advantages.Secondly, lock the customer groups of personal, guild and home market, Deep dig the stock customers’ value, hold the2G market and scramble the3G new market share.