Research On Competitive Strategy Of China Mobile Group Device Company Limited Of Shandong Branch

In the era of the Internet, mobile phones are constantly changing people’s life. The demand of people on the mobile phone Device has been changed from the information exchange, sending messages to the mode of "intelligent Device+service application". Along with the change from the feature phone to intelligent mobile phone revolution, also in the huge market demand, the types and functions of mobile communication Device equipment is unceasingly rich, mobile Device equipment manufacturers and operators have also launched a fierce competition. In order to expand their business, the China Mobile Group Device Company Limited is built up. However, compared with the main competitors, because of the shorter time, there are still some problems in the3G market for the China Mobile Group Device Company Limited. Therefore, it is a big problem for the senior executive that how to seek greater development in the fierce competition.Based on this, this article use the China Mobile Group Device Company Limited of Shandong Branch as the starting point, give the research from the basis of theoretical analysis--the analysis of internal and external environment--Strategy Choice--the policy of the strategy. So combined with the theory of competitive strategy, the thesis analysed the macro environment, the industry environment and internal operation situation, so that we can find the company’s strengths and weaknesses, opportunities and threats, in order to find a suitable development of the company’s strategy through SWOT analysis.Then the thesis found that the mobile Device company faced the competition pressure from the Unicom and the telecom. Also the Internet and television shopping had impact on the mobile Device company. However, the support of relevant national policies, economy, the development of communication technology will make the development of mobile Device. The organizational structure, the products also guaranteed the market share. But it is a key problem puzzling the development of the company that the High-end products accounted for the market share is relatively low. Also the sales structure needs to be further improved. The company has a better allocation of human resources, but the company in the marketing team construction remains to be further strengthened. In addition, the company has initially established a complete distribution system, which is a big advantage for the mobile Device company. According to the company’s environment and combined with the company’s strengths and weaknesses as well as the strategic objective of the company, the thesis used the SWOT analysis method, finding that the company should use the differentiation strategy to gain a competitive advantage in the competition of the mobile Device. Therefore, this thesis proposes some countermeasures from the five aspects of product, marketing, channels, services and innovation, including the optimization of product structure, developing of electronic channels, establishing differential service system, innovation and development measures. In order to guarantee the implementation of differentiation strategy, the thesis proposes four aspects including fund management, human resource management, information construction and risk management as the corresponding security measures. The innovation of this paper is that the research perspective of this paper is from the mobile Device departure instead of Mobile Corporation, from the operator perspective rather than the retailer perspective. In addition, this paper proposed the implementation measures of differentiation strategy, also points out the measures to ensure the implementation.