Study Of The Competitive Advantage Of China Mobile Communications Corporation

Before 1995, China Mobile Communications market was monopolized by posts and telecommunications department. China Unicom was officially established in 1994, and operated its GSM mobile phone network. From than on, The monopoly of China Mobile Communications market was break off.After the operation of posts and telecommunications department divided and china telecommunications reunion, China Mobile Communications Corporation was officially established on April 20th, 2000. China mobile communications begin develops rapidly in China, and competition begins to aggravate day by day. But China Mobile has always been playing a leading role and taking over competitive advantageous status in the development of the mobile communications industry in China, and holds an important position in the international arena as well. The study of this kind of competitive advantage is the import aspect of this paper.This paper will study the competitive advantageous status of China Mobile, according to the order of development of China mobile communications markets and referring to China Unicom. The time before China Telecom reunion is the first period, mainly study the competitive advantageous founding of China Mobile. The time after China Telecom reunion is the second period. In this part, we will analyze the brand tactics, price tactics, place tactics and integrate marketing communication tactics, mainly focus on the brand tactics and integrate marketingcommunication tactics. In the third period, we will introduce the new strategy of China Mobile and analyze the reasoning of the new strategy, and expound the new strategy will establish future competitive advantage. The introduction of the new strategy will include mission, vision, core value and strategy positioning. I will also predict the problem in the application of the new strategy, and give possible solution. The end of this paper is a conclusion.