Research On Strategic Transformation Of M Company Under The Background Of Mobile Internet

In the era of mobile Internet,the dominating power of value chain in information and content application industry has been transferred from telecom operators to Internet companies.Telecom Operators are becoming pipelined,gradually losing control of users and business.Affected by OTT cross-border competition,replacing the business tax with value-added tax,and the decline of unit price of netting,the growth of operators' revenue has became lower than GDP growth since 2014.Company M is a subsidiary of a telecom operator in charge of digital music business,with its main business revenue highly related to the number of fixed-line and mobile phone subscribers.Recently,the decline in the net increase of telephone users had affect the business performance of M company directly?This thesis studies the strategic transformation strategy of M Company in the mobile Internet era under the Internet thought patterns.The first chapter of the introduction is to define strategic research methods.The second chapter analyzes the challenges and difficulties faced by M company.In the third chapter,based on the research of the internal and external environment and industry trends,it shows that on the one hand,with the supports of the national policy,the music market has great potential,and paid music has become inevitable.While on the other hand,with the cost of music copyright increases,online music industry tends to be monopolized by internet company.By using SWOT Analysis,Chapter four researches that advantages of M company are perfect product system,stable cash flow,moderate size of music library and good relationship with parent company.Disadvantages are low efficiency of decision-making,lack of incentive system and low efficiency of existing platform structure.Opportunities are the huge market size of enterprise users and VOLTE technology which will is the foundation for video CRBT development.Threats are the increasing cost of music copyright and rapidly churn to Internet music companies.The thesis also reaches the main measures of the strategic transformation.Firstly is to develop music products for enterprise users and family users.Secondly is to launch video CRBT based on VOLTE technology,conforming with consumers' usage of short videos.Finally is to Promote the process of developing into a joint stock company from a limited company and to make an approach to mixed ownership system.Hope that through this thesis can provide directional guidance to help M Company succeed in the new market environment,and also provides a case reference of strategic transformation for similar companies.