Study On The Market Competitive Strategy And Its Implementation Of Maoming Telecom Company

Facing great competition pressure from Maoming Mobile and Maoming Unicom, China Telecom Maoming Municipal Branch as one of the subsidiary companies of China Telecom has to analyze the environment of the industry in Maoming and also its competitors. Through the analysis, it can develop effective competitive strategies, make full use of advantageous resources and integrate different kinds of services and suites. How to survive and develop in this competitive telecommunication market in future has become an important and pressing problem for Maoming Telecom.This thesis first introduces the research background of telecommunication industry. And then it reviews the relevant researches on telecommunication and presents its research methodology. Based on the brief introduction of Maoming Telecom, this thesis not only applies Michael Porter's Five Forces theory to analyze the current telecommunication market, but also discusses the strengths, weaknesses, opportunities and threats of Maoming Telecom under the guidance of SWOT theory. As for the design of competitive strategies for Maoming Telecom, management theories, like cost leadership strategy, differentiation strategy and focus strategy, are used in this thesis. As for the implementation of strategies, cost leadership strategy would be applied to the development of fixed-line services and data services; differentiation strategy would be applied to aspects like enhancing brand-building, optimizing human resources, and improving the quality of staffs and services; focus strategy would be applied to the expansion of mobile service market. And the development of mobile services is the first priority for Maoming Telecom. Maoming Telecom would integrate its services so as to develop its mobile services in scale. This thesis aims at exploring appropriate market competitive strategies for Maoming Telecom and providing some concrete measures to implement these strategies.