The Research Of Fujian Mobile Internet+ Business's Development Strategy In Group Customer Market

With the continuous development of three networks convergence and mobile Internet technology,telecom operators' traditional group customer business has been effect greatly by OTT business.In order to cope with the impact,and obtain new development in group customer area,telecom operators should develop IoT,big data,future communications and other Internet+ business.In this paper,based on practical experience in work position,China Mobile Communication Group Fujian CO.,LTD(Fujian Mobile)is studied.Thematic interviews,literature analysis and other methods are used in studying the Internet+business's development strategy.First of all,to built the theoretical foundation for this paper,the "Internet+" theory,the theory of enterprise strategic management and customer satisfaction and customer loyalty theory has been introduced.Secondly,this paper uses PEST and Potter five forces model to analyze the external environment,make clear how macro environment and competitive environment effect the development of Fujian Mobile group customer Internet+ business,then evaluate and analyze the internal resources and capabilities of Fujian Mobile,such as capital resources,human resources,brand resources,customer resources,network capabilities,cloud computing,IDC,big data and other basic capabilities,resource allocation capabilities and mechanisms protecting capabilities,make clear the advantages and disadvantages of Fujian Mobile.On this basis,this paper put forward "cloud-end-tube-network" four in one develop strategy and target of group customer Internet+business,suggest that group customer Internet+ business should focus on future communications services,intelligent network services,data asset management services,social networking services and enterprise cloud services,and design specific business development strategy according the market development trend.Last,this paper suggest Fujian Mobile should ensure the implementation of group customer Internet+ business's develop strategy through constructing digital organization structure,applying digital marketing and IT system,also,process control and effect evaluation is used to guarantee the strategy of group customer Internet+ business carry out successfully.This paper studies the development strategy of Fujian Mobile group customer Internet+ business,theoretically,it can enrich and deepen the related study of Fujian Mobile group customer Internet+ business strategy and give a certain boost to practice.At the same time,related theory and practice experience also provide a reference for similar enterprises.