Research On Competitive Strategy Of Communication Business Of DL Company

In the past 20 years,China’s communications industry has grown at a pace that has caught the world’s attention.It has built a mobile communication network with the widest coverage and the largest number of service users in the world.With the support of new infrastructure construction policies,the construction progress of 5G network is leading in the world.Large scale network construction has created huge market opportunities,which has also attracted more and more enterprises providing mobile network optimization and maintenance products and services to enter the market and participate in competition;In addition,under the influence of the national "speed-up and fee reduction" policy,communication operators are facing difficulties in increasing revenue.They mainly pass this pressure to suppliers by lowering purchase prices.As a leading provider of mobile network optimization and maintenance products in China,DL company is currently facing many difficulties and challenges.How to formulate an appropriate competitive strategy combined with its internal and external environment to maintain its competitive advantage is the focus of this thesis.Firstly,this thesis analyzes the macro environment and competitive structure of the wireless network optimization industry in which DL is located using tools such as PEST and five forces model,identifies the external opportunities and challenges at this stage,and quantitatively analyzes the company’s ability to exploit opportunities and avoid risks by means of questionnaires and with the help of EFE matrix tools;Secondly,through the detailed analysis of the company’s current resources and capabilities,the advantages and disadvantages of DL company compared with its competitors are identified,and the advantages and disadvantages affecting the development of the enterprise are quantitatively analyzed with the help of IFE matrix tool;Thirdly,combined with the company’s mission,vision and strategic objectives,quantitative analysis using the QSPM matrix tool suggests that the most appropriate competitive strategy for DL is a differentiation strategy;Finally,this thesis proposes to implement the differentiation strategy by increasing R&D investment to maintain technological leadership,expanding the localization team to provide refined services,adopting differentiated pricing strategies and marketing channels,deepening brand image measures,and ensuring the effective implementation of the differentiation strategy by implementing corporate culture,optimizing organizational structure,improving human resource system and enhancing financial security.Through the detailed analysis of DL company,it can be concluded that the mobile communication industry,as a key industry supporting China’s digital transformation,has great development potential.Although facing fierce market competition,DL company can make full use of its advantages such as leading technology,wide sales network,good product quality and after-sales service to strengthen cooperation and communication with customers at home and abroad,to establish the company’s differentiated position in the market and maintain a sustainable competitive advantage.