Analysis On Strategy For Full-Service Provision Of China Mobile

China's telecommunication industry was reorganized in 2008; six state-owned operators have been merged into three companies: China Mobile, China Telecom and China Unicom, the three newly formed operators all gained the license for full-service, each able to offer voice service based on mobile and fixed-line, internet service and other value-added service. China Mobile has to face the unprecedented pressure and challenge.In this paper, the first chapter recalls the history of the development of china and global telecom industry, and the conclusion is that convergence is a trend, and full-service provision will drive the convergence of telecom industry.The second chapter analyses the value chain of telecom industry in the new environment, expounds the trend of convergence and full-service provision, studies the operation status of china telecom industry, and discusses how to overcome the challenges faced by telecom industry based on technical view.Chaptersâ…¢mainly researches that China Mobile how to position in the telecom industry accurately through the method of POSIONING, analyses on the SWOT of China Mobile full-service provision; gains the strategy for full-service provision of China Mobile: Target the best user experience; Base on mobile service; Seize the opportunity of rebuilding of the value chain.Chapterâ…£of this article analyses the full-service provision of KDDI.Chapterâ…¤of this article sums up the basic point of view, the main innovation as well as related limitations and weakness.