Research On Developing Strategy In Internet Market Of Shandong Communication Corporation Based On Core Competence

Since the monopoly was broken and the competition system was introduced into the communications market, great changes have taken place in the Internet market in Shandong province; other ISPs began giving more attention in Internet market. Meanwhile, customers have more choices about Internet services at the present time. In the new challenging circumstance, how Shandong Communication Corporation (hereinafter referred to as Shandong Communication) can keep its leading role in Internet area is the research emphasis of this paper. The crucial element for Shandong Communication to become the dominant one in competition is to do research on core competence, which can help it get the kernel competition ability in Internet market and get the developing strategy on Internet.In this paper, we briefly introduce the development of the Internet industry in Shandong province and that of Shandong Communication, and then we analyze the macro-environment and microenvironment that Shandong Communication is now faced with, and we compare Shandong Communication with other ISPs via the use of the SWOT method to get its advantages and disadvantages. The evaluating system for core competence on Internet market is established in this paper and we apply it to evaluate the various Internet services provided by Shandong Communication and the core competition of all the ISPs. Based on the analysis of the status of Shandong Communication, we present the developing strategy and the carrying out scheme of Shandong Communication in Internet market via the use of core competence-market method, and we present the strategy of product, brand, sell, and price. via the use of BCG method. This Paper, with core competence theory as its guidance, mainly focuses on the application of enterprise real-world strategy; it is valuable for reference in terms of both actual operation and theoretical guidance.