The Research On Competitive Strategies Of Guangdong Mobile Zhaoqing Branch

With the development of national economy and the improvement of people's living standards, as well as the popularity of the Internet, mobile industry has become the focus of various countries and regions. At the same time, China has proposed lots of claims aiming at the mobile industry, such as the development of the modern industry of the Internet system, implement of the national big-data strategy, strengthen the information security requirements, and the involvement of private capital in mobile industry. Thus, China mobile operators are facing great opportunities and challenges.To study the competitive strategy of Guangdong mobile Zhaoqing branch(for shot Zhaoqing mobile as follows), this thesis deeply analyses the external environment of Zhaoqing mobile from the macroscopic environment, industry environment and competitive environment. This paper discusses its opportunities and threats, and possesses the advantages and disadvantages by using the SWOT analysis. And we identify that the company's advantages are rich product category and good brands, solid customer base, perfect business service ability and the ability to network operation and maintenance and so on. Another hand, it also faces a lot of challenges which are the business focus, intense homogeneity product market competition, potential entrants of private capital and so on. Finally, combining the actual conditions of Zhaoqing mobile, this paper puts forward four strategies as follows to ensure the effective implementation of the company competitive strategy. That is the stick to the core business, actively make up the fixed-line short plate. Strengthen the ability to ascend and rich business marketing. Improve the service process and effectively enhance customer stickiness. Attach importance to human resources and comprehensive training professional talents and so on four big measuresBased on analysis, this paper gets the following conclusion: Zhaoqing mobile should be based on the current competitive market, and according to different market segments to adopt different competitive strategies. Among them, the individual market should adopt the cost leadership competitive strategy. The domestic market should combine the centralization and differentiation competitive strategy and the group market should adopt the centralized market combined with a cost leadership strategy, so that to strengthen the competitive advantage, and ensure the company's long-term development in every segment of the market.