The Research Of Strategic Development Of "Full Service Strategy" For Jiangxi Mobile

In recent years, the most controversial topics in communication industry are the restructuring and issuance of 3G licenses. With the new restructuring program passed by Chinese government in May 24,2008, the telecommunications industry in China has experienced profound changes on all aspects of its business operation, thus entering a whole new era-full-service era. Under this circumstance, China Mobile, Telecom, China Unicom, the three major telecommunications operators in Chinese Market, have competitively introduced various full-service-based strategies in order to be the leader in this new era.As the traditional front runner in Chinese telecommunications industry, China Mobile faces tremendous challenges in this dynamic, disorder and imbalance environments. In response to these changes, China Mobile Group has established a top-down full-service operations strategy to maintain the current market shares and attract new customers. As a result, how to follow this full-service principal, tailor it to the local circumstances and implement the regional strategy has become an important issue for every province-based branch company.In this paper, I have comprehensively reviewed large amount of studies from domestic and international telecom operators, equipment suppliers, and research institutions on the topic of "full-service strategy". Combining with my first-hand working experience in Jiangxi Mobile, I first conducted Jiangxi Mobile full-service SWOT analysis, and concluded the influences and problems of implementing "full service strategy" in Jiangxi Mobile. In the end, I proposed the overall strategy and future plan for Jiangxi mobile "full-service strategy" as well as the detailed operational strategy for implement this new concept. Different analysis approaches have been used here, including abstract theory and empirical analysis, internal research, qualitative and quantitative research.How is the performance of the three major communication operators after the restructuring three years ago Based on the findings from original full-service operations research, I further discussed the latest changes in the communications business strategy, proposed new ideas and thoughts on various key related topics, from the integration of three mobile networks to full-service strategy in a new life with a new vision.