The Study Of The Wireless Broadband Business Strategy Of Gansu Mobile Company

With the comprehensive economic development in China,information communication is accelerating toward the direction of broadband,mobility and integration.Intelligent terminal is becoming increasingly prevalent.Therefore,the information and communication requirements of the entire society is continue to grow.Mobile penetration rate,mobile internet users show good growth momentum.They have been the two dominate driving forces to Chinese netizen development.Meanwhile,the promotion of "Broadband China" strategy provides a huge profit space to telecom operators and leads the communication industry to develop in depth.The"Full-service Network Integration" has became the new trend of communication industry's development,wireless broadband operations has played the key role in the market development.Although Gansu Mobile company has an absolute advantage of the 2G market users group and has exceeded Gansu Telecom company and Gansu Unicom company users in 3G market,its network development is unbalanced,2G network load is too heavy,TD standard maturity in 3G is fall behind WCDMA and CDMA2000 standard,4G network has just started the business,WLAN network authentication is complex.Therefore,the current scale of broadband resources of Gansu Mobile company can not compete with that of Gansu Telecom company and Gansu Unicom company.These problems seriously affect the wireless broadband business operations of Gansu Mobile company.In order to explore actively,be brave in practice and form an applicable wireless broadband mobile communication business strategy in Gansu Mobile Company.Only in way can Gansu Mobile company Corporation continue to maintain a rapid development.The thesis aims at identifying the existed problems of Gansu Mobile company wireless broadband business through PEST macro-environment analysis and SWOT analysis.The thesis also explores the appropriate wireless broadband business strategy in the fierce market competition to Gansu Mobile company,a typical telecom operator.Establishing wireless broadband business core competiveness through strategic transformation,the company can thrive again.In the first section I describe the background,significance,content and ideas of this paper;then,I review some researches about PEST macroeconomic environment and SWOT strategic analysis and practices which some companies used to develop their wireless broadband business.Based on the investigation and analysis of Gansu Mobile company wireless broadband services,in the third part I point out the problems and analyze deeply why there are so problems;Finally,after reviewing the current situation,industry trends as well as competitive trend analysis within or facing of the Gansu Mobile company,I put out the strategic position and the strategic target of Gansu Mobile company wireless broadband business,and I also further proposes the key strategic steps of Gansu Mobile company wireless broadband services as six respects of customer,service,business,net flow,market and network so as to boost the core competitiveness of Gansu Mobile company.I hope this paper can give some suggestion for developing the wireless broadband strategy,then may promote the realization of the organization strategy.