The Development Strategy Of Shanxi Mobile's Rural Network

Rural Network which is the rural communications network,including rural voice communication and information technology communication,it is the most basic means of communication in rural areas and is an effective way of building new socialist countryside.With China's telecom industry restructuring,three operators have the right to operate the whole business,Shaanxi Mobile will lose their past advantage in the operations,when the popularizing rate is high in the current urban users,they will begin to competing with other operators in rural areas.This paper attempts to apply the knowledge of management through analysis of current status of the rural network of Shaanxi Mobile,the rural communications market environment and the consumption characteristics of rural communications,through predicting the needs of rural communications of Shaanxi Mobile by a variety of methods,proposes the latter part of Shaanxi Mobile's development goals in rural areas.In order to achieve this goal,the corresponding development strategies and implementation measures are posed as followed:First,Shaanxi Mobile introduces an overview of the rural network,including the status of rural business development,status of network coverage,and rural communications features.Then It analyzes the market environment in rural areas in Shaanxi,including policy environment,economic environment,natural environment,consumer environment,Michael Porter's Five Forces Model and standardized analysis of the external environment of Shaanxi Mobile.It is concluded that Shaanxi will face medium and low threat,but there is increasing trend in some areas.To analyze Shaanxi Mobile's opportunities,threats,strengths,weaknesses by SWOT matrix analysis with the model can be concluded that Shaanxi Mobile's brand,financial,network coverage and so on,can provide sustainable competitive advantage in Shaanxi Mobile.And there is insufficient room for improvement in human resources management,marketing capacity and so on.Finally,in Shaanxi Mobile rural voice and data services were predicted by a number of ways.According to the strategy of China Mobile of "do a world-class companies to achieve the new stride from good to great",this paper has guided and developed future development goal of Shaanxi Mobile and development strategy to achieve this goal,while developing a strategic plan to implement the measures,inclusive of the rural development of voice users,the development of rural information and communication networks in rural development measures.The analysis has some direction significance to the mobile communication network development in rural areas.