The Study Of Development Strategy Of Xun Tong Company

In 1999, the former China Telecom was divided into three separate entities:China Mobile Group, China Telecom Group and China Netcom Group. In order to increase the market coverage rate fast and to realize information-communication by establishing a huge team of channel distributors, China Mobile Group Sichuan Company Limited ("Sichuan Mobile") has put in substantial support to develop the Chanel distributors in the range of Sichuan since 2000. It is the key to the hip-speed development for Sichuan Mobile in the past 10 years that Sichuan Mobile captured the market against China Telecom Group and China Netcom Group in Sichuan area by depending on the team of channel distributors. China's telecommunication was launched the second great reform in 2009. After the reform, it is a signal that China has entered 3G times when China Mobile Group, China Telecom Group and China Netcom Group all have opposed 3G licences. The rapid development of technic-telecommunication lead to the industry chain of traditional telecommunication disintegration, meanwhile intensify the competition between the corporations in this industry. After the reorganization and reform in the telecom sector, the three major telecom operators all have been authorized the operation qualifications of stable telephone, cell phone and cable modem or ADSL at the same time. The advantage of China Mobile in mobile communication service has been broken down. Channel distributors of Sichuan Mobile have been dwelling on how to adjust their strategies to meet with the fierce competition between the three major telecom operators, the market share of 2G shrinking rapidly, and the profit squeeze day by day all the time.Taking Xun Tong company, a company of channel distributor, as an example, after analyzing the internal and external environment of the company and the current situation of the development of telecommunication industry, this paper presents a new planning and development consideration from the angle of strategy management. In additon, this paper gives a deep probing into some deserving attentive problems in Xun Tong company. In the first chapter, it mainly focuses on introducing the reasearch background, the reasearch methods and the research contents. In the second chapter, this paper summarizes the related theories, especially pays more on introducing the strategy management theory and marketing theory. In the third chapter, this paper analyzes the internal and external environment of XunTong company by using Baud model and IFE matrix. In the fourth chapter, during the decision making process, this paper utilizes SWOT theory and QSPM matrix to make and assess the strategy of XunTong compnay. In the final chapter, in the phase of implementation of strategy, this paper puts forward a relative integrated reform plan.By analying the XunTong company, the author considers that XunTong company must remain focus on its own business and area. Regarding entring T4, T5 local market as the priority in the development strategy of company, it is necessary for XunTong company to strengthen the development of products and to penetrate the current market further.