First, the planning description
In recent years, with the rapid development of mobile communication and Internet, mobile Internet has almost become the main theme and driving force for the development of the whole communication industry for some time. However, high expectations have also produced many unrealistic fantasies. After a series of vigorous hype, the early withdrawal of a large amount of funds cast a layer of doubt on the promising future of the mobile Internet. In this context, as the world's largest GSM operator, China Mobile's views on mobile Internet, how China's mobile network evolves to 3G, and how mobile Internet develops in China are particularly noticeable.
Second, the company profile
China Mobile Communications Group Corporation (hereinafter referred to as "China Mobile") is an important state-owned backbone enterprise established on April 20, 2000 on the basis of the overall divestiture of mobile communications assets of the former China General Administration of Posts and Telecommunications, which is managed by the central government.
China Mobile Communications Corporation has a registered capital of 501800 million yuan, assets of more than 320 billion yuan and employees of more than 1 10000. China Mobile Communications Group has a wholly-owned subsidiary in 18 province (autonomous regions and municipalities directly under the Central Government), and its wholly-owned China Mobile (Hong Kong) Group Co., Ltd. has a wholly-owned subsidiary in 13 province (autonomous regions and municipalities directly under the Central Government) and is listed in Hong Kong and new york. China Mobile Communications Corporation and its subsidiaries are the parent-subsidiary relationship with capital as the link and network and business as the chain.
China Mobile is mainly engaged in mobile voice, data, IP phone and multimedia services, and has the right to operate computer internet international networking units and international import and export bureaus. Besides providing basic voice services, it also provides fax, data, IP phone, information on demand, mobile banking, GSM WAP and other value-added services. It has well-known service brands such as GSM, Shenzhouxing and Monternet, and its network numbers are 139, 138 and 137.
China Mobile has been playing a leading role in the development of mobile communication in China and occupies an important position in the international mobile communication field. After more than ten years of construction and development, China Mobile has built a comprehensive communication network with wide coverage, high communication quality, rich business varieties and first-class service level. The network has covered most counties (cities) in China, with continuous coverage of major traffic trunk lines and indoor coverage of key urban areas. The exchange capacity of GSM mobile phone has reached 654.38+37 million, and the total number of customers has exceeded 99 million (up to 2006.5438+0,654.38+00). It has opened international roaming with more than 654.38+030 mobile communication networks in more than 70 countries.
China Mobile successfully entered the international capital market. After the successful overseas listing of 1997, its good business performance and huge development potential attracted many international investments, attracting foreign exchange for the country exceeding1600 million US dollars. At present, China Mobile (HK) Co., Ltd. is the largest listed company in China. According to Fortune magazine's latest ranking of the world's top 500, China Mobile entered the world's top 500 for the first time, ranking 336th.
During the Tenth Five-Year Plan period, China Mobile will accelerate the development of mobile Internet, actively promote the development of basic network to broadband, diversified communication services, centralized support system and networked decision-making system, and promote social informatization with mobile informatization. Facing the new century, China Mobile will, in accordance with the requirements of the country to cultivate a number of large enterprise groups with international competitiveness, take "striving for a world-class communication enterprise" as its development strategic goal, shoulder the mission of "creating an infinite communication world and being a pillar of the information society", carry forward the enterprise spirit of "reform and innovation, seizing every minute, working hard and cooperating with teams", follow the service concept of "communication starts from the heart", and always pursue customer satisfaction and serve the country.
Third, product analysis.
1, Monternet-
The supermarket in your hand. Monternet Mobile Monternet is the business brand of China Mobile Communications Group providing mobile Internet application services. Under this brand, there are many excellent services jointly launched by China Mobile and its affiliated service providers. China Mobile, which has communication network resources all over the country and connects all corners of the country, and many service providers, with their strong application and content resources advantages in their respective fields of focus, are creating wonderful things for our customers with each passing day.
2. Voice Services China Mobile Communications Group provides basic voice services, as well as voice mail, mobile secretary, calling number display, call forwarding, call waiting, call barring and other value-added services.
3. Customer Service The corporate purpose of China Mobile Communications Group Company is to pursue customer satisfaction service. China Mobile is a service industry, and the connotation of our service includes perfect and personalized service, with more emphasis on meticulous, thoughtful and people-oriented customer service. China Mobile takes customer satisfaction as its eternal pursuit and customer demand as its business philosophy.
4. International Roaming As the largest GSM operator in China, the network of China Mobile Communications Group and its subsidiaries covers the whole country. By the end of 2000, China Mobile GSM network had opened international roaming service with 1 16 mobile communication networks in 63 countries. China Mobile is moving towards the goal of "world-class communication enterprise".
Fourth, the obstacle analysis.
(A) the problems in the communications manufacturing industry
1, without economies of scale: the diversification of competent departments makes repeated introduction and construction widespread. Among many enterprises, few really achieve economies of scale, accounting for only 10% of the total. The manufacturing market has become a battlefield for foreign companies, and foreign products account for more than 90% of the mobile phone market.
2. Low investment in science and technology: The investment in science and technology in foreign communication manufacturing industry is much higher than that in China. For example, foreign mobile communication technology investment generally accounts for 65,438+00-65,438+06% of sales, while China only accounts for 2-6%, which leads to the phenomenon that independent technological innovation ability is weak, and even if there are some achievements, it is difficult to make products.
3. Backward technology: Foreign companies have imposed a technology blockade on China, and domestic enterprises cannot form independent development capabilities through digestion and absorption, which makes China's communication industry fall into a situation of "introduction from generation to generation" and is subject to people's control, and cannot compete with foreign companies in many fields.
4. Decentralized enterprises and poor efficiency: enterprises pursue the mode of "big and complete, small and complete", which causes many problems such as small scale, weak competitiveness and waste of resources. According to statistics, large and medium-sized enterprises in the whole industry only account for about 16%, and the products are mostly repetitive.
5. Information service is out of touch with product manufacturing: due to the acceleration of telecommunication network construction, national industries cannot meet the demand and have to rely heavily on imported equipment. Large companies from all over the world have entered the China market one after another, which has brought great impact to the national industry, and also caused confusion and management difficulties in the telecommunications network system.
(B) Problems existing in the communication operation industry
After introducing competition, there will be a market adjustment process. For example, after wireless paging became an open service, operators in many cities flocked to it. Many small-scale stations will be launched soon, and they can earn some money at first, but they can't reach the economic scale. After fierce market competition, they often have economic difficulties or losses and are eventually merged or withdrawn from the market. It should be recognized that the intensification of competition is the inevitable result of rich profits, and the merger of small stations is also a normal cleaning of the initial blind development. However, the government should better provide enterprises with blank information in the market and industry, so as to standardize communication operations and minimize the waste of social resources caused by this blindness.
Market analysis of verb (verb's abbreviation)
China communication industry has a good and broad development prospect, which can be analyzed and predicted from two aspects.
1. The development of telecommunication services has expanded the space for communication manufacturing.
1998 China's telephone penetration rate has just exceeded 10%, which is still far from the 80-90% penetration rate in developed countries, and there is still a lot of room for development. In most parts of eastern and central China, city telephones have been transferred to the buyer's market, but there will still be 8-9 million new city telephone users every year. With the development of rural economy, the growth rate of rural telephones will exceed that of urban telephones, and it will continue for a period of time (from east to west, it needs a promotion process), with an average annual increase of 6-7 million households; Mobile phones can still maintain a high growth rate, with an average annual growth of 5-6 million, and it is expected to reach more than 40 million by 2000; The paging market still has great potential. By the beginning of 2000, the number of pager users in China will reach 70 million, with a penetration rate of 5%, but it is still far below the penetration rate of 10% in western countries. In addition, paging hotspots will shift from increasingly saturated developed cities to central and western regions, small and medium-sized cities and rural areas.
2. The communication manufacturing industry faces a broad market.
China is the largest exchange market in the world at present, and it needs about 20 million lines of program-controlled switches every year. However, in order to catch up with the telephone penetration rate of 40% in emerging developing countries, the installed capacity of switches in China needs a sustained high-speed growth for another 20 years. At present, the number of mobile communication users in China is13.2 million, including about 6 million GSM users, and it is expected to reach 30-40 million by 2000, most of whom are GSM users. Therefore, GSM will maintain a high-speed growth trend in the next two to three years, but at the same time, we should pay attention to the trend of the third-generation mobile communication technology and grasp the future market.
An analysis of the competition of intransitive verbs
The amazing development and transformation of China telecom market is both a challenge and an opportunity for mobile communication. The emergence and use of the Internet has triggered a revolution sweeping the world, and the data-based Internet is challenging the traditional telecommunications network. Multimedia communication will replace voice communication, and advanced broadband transmission network suitable for data communication will become the mainstream of future telecommunication network. The development of network has brought miracles to the whole world, and we can no longer measure an enterprise or market by conventional standards. The future world and future market belong to those enterprises that dare to dream and innovate. There is no road in the future, and the future belongs to the pioneers. May our mobile communication bring new changes to China's future telecom industry and become the leader of China's future telecom industry. With the arrival of the new century, the telecommunications industry is developing at an alarming rate. It not only brings great opportunities, but also brings severe market challenges. If we seize this opportunity, China can catch up with the developed countries. If we miss this opportunity, it will be a pity not only for the communication industry in China, but also for China. What we may lose is not only a business opportunity, but also an era. Nowadays, with the development of telecom industry, the traditional business model has been or is being eliminated. As a telecom enterprise, how to adapt to the new economy and survive and develop in the future competition is the biggest problem at present.
China telecom market is developing at an alarming rate, and the breaking of telecom monopoly has brought huge market potential for enterprises. However, the competition of several operators and the particularity of China market are the realistic problems that telecom operators are facing at present. First of all, we should carefully analyze our competitors and markets, and take the road of reform and innovation, so as to occupy a place in China telecom market. Let's briefly analyze the situation of several major domestic operators:
1, China Telecom
China Telecom is the originator of China's communication industry, with a communication network covering all parts of the country. A relatively complete network management system and maintenance system. Its characteristics are the whole network, wide network coverage, all over the country, many business types and huge enterprise structure.
2. China Unicom
Since the establishment of 1994, more than 100 branches have been established in 30 provinces, municipalities and autonomous regions. At present, it is the most comprehensive telecom operator in China with strong competitiveness.
3. China Jitong
Founded in 1994, it is mainly engaged in Internet data communication services and IP telephone services, with rapid development. It is estimated that 150 branches will be built by the end of this year. It has a certain scale and Internet market.
2 1 Century The biggest feature of China telecom market competition is market-centered service competition. In order to gain a competitive advantage in the future market, China telecom enterprises should provide customers with satisfactory services, which is the basis of enterprise strategy. To satisfy customers, we should not only adapt to the development trend of large bandwidth and triple play in technology, but also pay more attention to marketing strategies and truly achieve a customer-centered marketing system. To achieve customer market-centric services, we should consider the following aspects:
Seven. corporate culture
1, enterprise service concept:
If an enterprise is an organism, its mission is the soul of the organism, and its values and culture are its spiritual strength and pursuit. While adopting new systems and technologies to create new telecommunications in China, Netcom is also building * * * values and creating * * * corporate culture. These values and culture are the summary of Netcom's struggle and exploration in recent months, and she will continue to enrich and improve with the development of the enterprise.
Customer first, serving customers wholeheartedly, is our relatives who can't sayno. Customers provide opportunities for enterprises to realize their own values, provide employment opportunities and profit sources for enterprises, and are our parents, relatives of enterprises and relatives of enterprises. In Shenyang Telecom, customers are always right, and enterprises never say no to customers.
We serve our customers with all our heart. We do our best to satisfy our customers, and we provide customized and personalized services for our customers. We provide customers with services that competitors do not have; We provide customers with returns that exceed their expectations; We provide customers with unexpected surprises. We make customers feel that Shenyang Telecom is their most trustworthy person, and we are the best solution to their problems and their best partner. We exchange sincerity and sincerity for customer satisfaction and loyalty.
2, the industry image view:
Each of us is the image ambassador of the enterprise and the window of enterprise flow. Customers get to know the enterprise through contact with our employees, and our words, deeds and manners are the epitome of the enterprise.
There are different departments within the enterprise and different employees within the department, but in the eyes of customers, Shenyang Telecom has only one. Every employee of ours is a living representative of the enterprise, and it is a miniature enterprise entity.
Employees and enterprises have the same interests, one glory and one loss. The quality of corporate image directly affects the vital interests of each of our employees. Employees are protecting their own interests while shaping and maintaining the corporate image.
3. Industry cooperation concept: unconditionally ensure the smooth flow between adjacent nodes.
4. An enterprise is a network, and every department and employee is a node. The effective operation of the network depends on the unconditional smoothness of each node, and the interruption of any node will cause the paralysis of the whole network.
5. When customers choose telecom, they are choosing the whole telecom network instead of a node, the whole enterprise instead of a certain department or individual, and unconditional smoothing instead of conditional smoothing. Fluency is our greatest responsibility to our customers. Did it go well? On the issue, we have no right to negotiate with customers, and we are not qualified to lower the standard unilaterally. Unconditionally ensure the smoothness of adjacent nodes, that is to say, we must ensure the smoothness of this node; It means that we must take the initiative to take one more step on the basis of ensuring the smooth flow of this node; It means that we all have the responsibility and obligation to ensure the effective and smooth flow between the upper and lower processes; It means that the background must support the front desk and all staff must obey the market; It means that we must consider the problem from the overall situation and the whole. Without the smoothness of other nodes, there will be no smoothness of the whole network.
6, the concept of industry competition: do better than the opponent.
We welcome competition. ? Natural selection, survival of the fittest, competition can make gold shine, competition can stimulate the great potential of human beings, competition can awaken the infinite vitality of enterprises, competition can eliminate the fittest, competition can make the strong stronger, and we embrace competition with our hands!
We are confident to face the competition. We have excellent staff, glorious historical heritage, brand reputation known to all women and children, and countless successes. Success is the mother of success. Past success and existing resources have given us confidence to participate in the competition.
Competition is not a life-and-death struggle, it is not a larger foe, it is a contest of speed, tolerance and grace, and it is the mutual promotion of energy. No matter how powerful the opponent is, no matter how difficult we face, we are confident to do better than our opponent.
7. Enterprise crisis view: The biggest crisis is no crisis.
Crisis is the shadow of ease. Where there is comfort, there is crisis. Whether we admit it or not, whether we like it or not, the crisis always exists objectively and always accompanies us. Interrupt? It could happen at any time.
Everything is established in advance, and it is abolished if it is not foreseen. No sense of crisis is the biggest crisis. This crisis is universal and objective. If we don't realize the crisis, it will become more and more serious from latent to obvious, from small to large, and eventually lead to disastrous consequences.
Be prepared for danger in times of peace; Only when we are in danger can we save the day. No matter how great our achievements are, no matter how attractive the situation we are facing, no matter how praised we are, we must tread on thin ice and the alarm bell will ring!
Crisis is both a challenge and an opportunity, and the best way to deal with it is to cultivate vigilance against it and turn it into an opportunity.
Is there no people-oriented enterprise pursuit in the specification? People? then what Stop? Enterprises should be people-oriented. Pursuing humanism means pursuing humanism, individuality, creation, self-realization and value maximization. Self-management is an effective form to realize people-oriented management. Through self-management, employees can maximize their potential and realize the all-round and comfortable development of people. We pursue people-oriented, but we will never give in to others. Without rules, there would be no Fiona Fang. Those words and deeds that deviate from and contradict the development direction of enterprises in the process of progress should be regulated through corresponding systems.
8, enterprise talent view:
Running a school in an enterprise, talents and enterprises grow together. If an enterprise is an organism, its mission is the soul of the organism, and its values and culture are its spiritual strength and pursuit. While adopting new systems and technologies to create new telecommunications in China, Netcom is also building a personal network.
Values, build the corporate culture of Netcom. These values and culture are the summary of Netcom's struggle and exploration in recent months, and she will continue to enrich and improve with the development of the enterprise.
Enterprise is a learning organization and a school where employees become talents. Enterprises provide sufficient opportunities and space for the growth of talents, and every employee can display his talents on the stage of enterprises. In telecom enterprises, ordinary employees can grow into excellent employees, and ordinary talents can also grow into excellent talents. Enterprise is a stage without ceiling, and the opportunities of enterprise are always open to employees.
Talents who can create value for enterprises are the talents that enterprises really need. Enterprises are for-profit organizations, and their contribution to society depends on their own value creation ability; In the same way, the value of talents to enterprises also depends on the value creation ability of talents. For enterprises, the employees who can continuously create value for enterprises are talents.
Talents and enterprises have the same interests and limited unilateral development. Only by making progress together can the value of both sides be maximized. We pursue the progress of talents and enterprises.
Eight, advertising strategy
1, advertising goal: the best corporate image brand can be achieved through advertising, and the visibility and reputation of the enterprise can be improved.
2 the choice of advertising media:
Media: websites, TV stations, cable TV stations, radio stations, newspapers, magazines, buses, taxis, neon lights, TV walls, bus shelters, light boxes, etc.
Nine: Advertising Manuscripts
television advertising
1, product image: practical, beautiful and romantic.
2. The purpose of the advertisement is to encourage the public to buy China Mobile Communications. Users will show extraordinary elegance.
3, advertising positioning: high quality, high grade.
Figure 1: The hero opens the drawer, and the mobile phone stands proudly and beeps. It's as if the host shouted yes, so the host picked up the phone, put it in his ear and gracefully turned away.
Picture 2: The hero throws the mobile phone into the air, and the picture is fixed: the mobile phone is thrown into the air. The advertisement is over. The voice sounded:? A new feeling! ?
Figure 3: The scene of a friend's party. In the process of playing, the hero's mobile phone of a new style rings (the sound is particularly different). My friend was surprised and thought something was calling. The hero took it out and saw that it was the latest mobile phone.
I recommend it carefully.