Reseach On Competitive Strategies Of Broadband Services In Deyang Branch Of China Mobile Communication Company

The broadband network is a national strategic public infrastructure, it can promote the effective investment and consumption of information and make contribution to the transformation of the development pattern and the building of a well-off society. To strengthen the construction of broadband in china, the State Council issued a ‘Broadband China’ strategy and implementation plan on August 17, to arrange the goals and paths of China’s broadband deployment in 2013-2020, the publishing of the plan means that the program ‘broadband China’ rose to national strategy and broadband became a national strategic public infrastructure. At the same time, thanks to the rapid development of broadband, broadband service covers an increasingly higher proportion of the overall revenue, which makes various infrastructure operators increasingly focus on the broadband services. So how to identify the location of broadband services and make reasonable arrangements for corporate resources to achieve the All-service Operation is the key to for the operators to tap their own potential and then improve the market competitiveness.Based on the background of the ‘Broadband China’ strategy, this paper attempts to explore the development strategy of Deyang Mobile’s broadband services. Firstly, starting from the external environment, this paper will make analysis of the macro environment using PEST analysis from four aspects, political and legal environment, economic environment, social environment and technological environment. And then comparative analysis the present situation of the development of broadband services in or out China throughout the industry, elaborate the Deyang competitive environment with Porter’s five forces model. Secondly, introduce the internal environment from two aspects, internal resources, capabilities. Combined with the analysis of market demand and customer behavior, as well as the results of the SWOT analysis eventually propose that difference-making competition strategy should be adopted. In particular, Deyang Mobile should focus on four areas, the products, channels, services and brands, which this paper will propose an improved direction and recommendations, For example, we can promote the innovation and differentiation of the products by strengthening the fixed network construction, promoting the upgrade of cable broadband and the implementation of cooperative development between wired and wireless and multilateral cooperation. Finally, how to ensure the smooth implementation of the strategy, the paper gives four proposals, optimize the organizational structure of enterprises, establish an efficient marketing organization, create a good corporate culture and strengthen the construction and maintenance of broadband networks.This paper aims to provide reference not only for Deyang Mobile to develop broadband services, but also for the development of broadband telecommunications industry. This paper will help Deyang Mobile explore its potential to enhance market competitiveness, and eventually achieve the All-service Operation.