Competitive Strategy Analysis And Strategic Option On Mobile Service Of China Telecom Rizhao Branch

China Telecom Rizhao Branch(Rizhao telecom)is a comprehensive telecom operator providing broadband,fixed-line,high-definition television and personal mobile communication services.It's market share are well below the other two operators,such as Rizhao unicom and Rizhao mobile,in new market saturation,new users are mainly from the stock of the other operators,industry more competitive.The growth of mobile services increased slowly.It is very important to choose the suitable competitive strategy for Rizhao telecom mobile business.In this paper,based on the theory of strategic management and competitive strategy related,with Rizhao telecom as the research object,this paper used PEST analysis,five model analysis and SWOT analysis to analyze the Rizhao telecom macro environment,industry environment and internal environment analysis.This paper find out the opportunities and threats,advantages and disadvantages of Rizhao telecom.External opportunities:Good industry policies;full network terminal becomes the mainstream;the advent of 5G opportunities,the demand for intelligent users will increase.At the same time,the threat is mainly due to the further aggravation of the industry acceleration and lowering fees,the early release of the 4G profit space,the further compression of the operator's profit space,the industry user saturation is high,basically no new growth space.Internal advantages:excellent optical network quality and network services;better broadband user base;the marketing teanl construction is better;the enterprise culture atmosphere is better.The disadvantages are:the marketing cost is more intense;smaller channel size and weaker marketing ability;mobile network coverage is obviously weaker than the opponent;insufficient reserve of professional talents;relying too much on price competition,users' price sensitivity declines.Based on the strategic analysis and the analysis resource conditions of Rizhao telecom,it is preliminarily concluded that the differentiation strategy is more suitable than the cost leading strategy.by using QSPM matrix selection methods,the differentiation strategy score is higher than the cost leading strategy,and the competitive strategy of rizhao telecom's mobile business should adopt the differentiation strategy.Finally,this paper proposed competitive strategy implementation suggestion:build smart family brand differentiation create service differentiation,realize innovation mechanism differentiation,continuous innovation ability,maintain long-term competitive advantageIn this paper,the research content will help Rizhao telecon to make mobile business competition strategy.For other similar companies in the industry,it has certain reference value in the development and selection of competition strategy.