Study On The Key Accounts Market Competition Strategy Of Beijing Mobile In Full-service Operation Environment

This paper begins with the definition of the full service business, combined with the analysis of the macro environment of full service industry and Beijing communication market environment, as well as in current Beijing mobile business development bottleneck problem, and the opportunities that Beijing mobile face in the full service competition environment. We develop and design the competition strategy of the key accounts market for Beijing MobileThe paper use the five forces model to analyze the full service competition environment, by these comprehensive analysis of various forces of the full service competition in the market, we do competition environment research and preliminary design the strategy, then Beijing mobile can make their strategy by comparison and selection, which define the market segmentation, target market selection and the full service competition positioning. After that, we also design overall strategy for Beijing mobile business competition in different market segments.The full service competition stragety contain product, price, channel, promotion and service strgety, Which are the key marketing mix. Also, the paper also design the maintenance strategy, include security organization, human resources, industrial chain and information security,to ensure the smooth implementation of the full service competition strategy.Study on further deepening the research of the full service competition, will make a useful theoretical exploration for China Mobile Corporation’s full service competition in the future, it has theoretical and practical significance.