I. Planning Description

In recent years, with the rapid development of mobile communication and Internet, mobile internet has almost become the main theme and main driving force for the development of the whole communication industry for some time. After a series of vigorous hype, the early withdrawal of a large amount of funds cast a layer of doubt on the prospect of mobile internet, which was originally optimistic. Under this background, what's the view of China Mobile, the world's largest GSM operator, on mobile internet, how China's mobile network evolves to 3G, and how mobile internet develops in China are particularly noticeable < P > II. Company Profile < P > China Mobile Communications Group Company (hereinafter referred to as "China Mobile") is an important state-owned enterprise established on the basis of the overall divestiture of the mobile communication assets of the former China General Administration of Posts and Telecommunications according to the deployment and requirements of the state on the telecommunications system reform.

China Mobile Communications Corporation has a registered capital of 51.8 billion yuan, assets of over 321 billion yuan and more than one million employees. China Mobile Communications Group has wholly-owned subsidiaries in 18 provinces (autonomous regions and municipalities directly under the Central Government) and China Mobile (Hong Kong) Group Co., Ltd., and China Mobile (Hong Kong) Co., Ltd., which is controlled by it, has set up wholly-owned subsidiaries in 13 provinces (autonomous regions and municipalities directly under the Central Government) and listed in Hong Kong and new york. China Mobile is mainly engaged in mobile voice, data, IP phone and multimedia services, and has the right to operate the computer Internet international networking unit and the international import and export bureau. In addition to 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 famous service brands such as "GSM", "Shenzhouxing" and "Monternet", and the network numbers "139, 138, 137, 136 and 135" have become household names. Network scale and customer scale rank first in the world.

China Mobile will, in accordance with the requirements of the country to cultivate a number of large enterprise groups with international competitive strength, take "striving for a world-class communication enterprise" as its development strategic goal, shoulder the mission of "creating an infinite communication world and being the pillar of the information society", carry forward the enterprise spirit of "reform and innovation, seizing every minute, working hard and working as a team", follow the service concept of "communication starts from the heart", and always pursue customer satisfaction service.

Third, product analysis

1. Data service-Monternet-the supermarket in your palm. Monternet Mobile Monternet is the business brand of mobile Internet application services provided by China Mobile Communications Group.

2. Voice service

3. Customer service —— The corporate tenet of China Mobile Communications Group Company is to pursue customer satisfaction service.

4. International roaming

4. Obstacle analysis

(1) Problems existing in the communication manufacturing industry

1. Scale benefits have not been formed: the diversification of competent departments makes repeated introduction and construction common.

2. Low investment in science and technology: The investment in science and technology of foreign communication manufacturing industry is much higher than that of China. For example, the investment in science and technology of foreign mobile communication generally accounts for 11-16% of the sales, while that of China only accounts for 2-6%, resulting in weak innovation ability of independent development technology

3. Backward technology: foreign companies have imposed technology blockade on China, and domestic enterprises cannot form independent development ability through digestion and absorption, which makes China's communication industry fall into "generation after generation".

4. Enterprises are scattered, and the benefits are poor:

5. Information service is out of touch with product manufacturing: due to the accelerated construction of telecommunications network, national industries can not meet the needs, and they can only rely on imported equipment in large quantities. Large companies from all over the world have entered the Chinese market, which has brought great impact to the national industry, and caused confusion in the telecommunications network system and difficulties in management.

(II) Problems in the communication operation industry

After competition is introduced, there will be a market adjustment process.

v. market analysis

China's communication industry has a good and broad development prospect, which can be analyzed and predicted from two aspects.

1. The development of telecom business has expanded the space for the communication manufacturing industry

In p>1998, the telephone penetration rate in China just exceeded 11%, which is still far from the 81-91% penetration rate in developed countries, and there is still a lot of room for development. In most parts of eastern and central China, urban telephones have been transferred to the buyer's market, but there will still be 8-9 million new urban telephone users every year. With the development of rural economy, the growth rate of rural telephone will exceed that of urban telephone and will last for a period of time (it needs a promotion process from east to west), with an average annual increase of 6-7 million households;

2. The communication manufacturing industry faces a broad market

China is the largest exchange market in the world at present, and it needs about 21 million lines of all kinds of program-controlled exchanges every year. However, to catch up with the 41% telephone penetration rate in emerging developing countries, the installed capacity of China's exchanges also needs sustained and rapid growth for 21 years; At present, there are 13.2 million mobile communication users in China, of which about 6 million are GSM users, and it is expected to reach 31-41 million by 2111, and most of them are GSM users. Therefore, GSM will maintain a high-speed growth trend in the past 2-3 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.

VI. Competition Analysis

Let's briefly analyze the situation of several major domestic operators:

1. China Telecom

China Telecom is the originator of China's communication industry, which has a communication network covering all parts of the country; Relatively perfect network management system and maintenance system. It is characterized by the whole network, wide network coverage, all over the country, many types of business and huge enterprise structure.

2. China Unicom

Since its establishment in 1994, it has set up more than 111 branches in 31 provinces and autonomous regions. At present, it is the most complete telecom operator in China, with strong competitiveness.

VII. Corporate culture

1. Corporate service concept:

If an enterprise is an organism, its mission is the soul of the organism, while values and culture are its spiritual strength and pursuit. Customer first and dedicated service to customers are our relatives who can't say no. We serve our customers with our heart.

2. Concept of corporate image:

Each of us is an ambassador of corporate image and a window for corporate mobility. Customers know the enterprise through contact with our employees, and our words and deeds, manners and manners are the epitome of the enterprise.

employees and enterprises have the same interests, and both will be honored and lost.

3. Concept of industry cooperation:-Unconditionally ensuring smooth communication between adjacent nodes

4. An enterprise is a network, and every department and employee is a node.

5. When customers choose telecommunications, they are choosing the whole telecommunications network instead of a node, the whole enterprise instead of a certain department or individual, and the unconditional smooth rather than conditional smooth.

6. Concept of industrial competition:-Do better than your competitors

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, we embrace competition with both hands!

competition is not life-and-death, competition is not a larger foe, competition is a contest of speed, tolerance and grace, and it is a 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 that there is no crisis

8. enterprise talent view:

talents who can create value for enterprises are the talents that enterprises really need. Enterprise is a profit-making organization, and its contribution to society depends on its 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, employees who can continuously create value for enterprises are talents.

talents and enterprises are the same body of interests, and their unilateral development is limited. Only by making progress together can the value of both sides be maximized. We pursue the progress of talents and enterprises.

VIII. 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 Selection of advertising media:

Media categories: websites, TV stations, cable TV stations, radio stations, newspapers, magazines, buses, taxis, neon lights, TV walls, bus shelters, light boxes and other ways.

VIII: Advertising Manuscript

TV Advertisement

1. Product image: practical, beautiful and romantic

2. Advertising theme: encouraging the public to buy China Mobile Communication. It is certain that users will show extraordinary elegance.

3. Advertising positioning: high quality and high grade.

Picture 1:

Picture 2:

Picture 3:

We are confident to face the competition. We have an excellent staff, a glorious historical heritage, a brand reputation known to all women and children, and the glory of countless successes. Success is the mother of success, and past successes and existing resources have given us confidence in participating in the competition.

competition is not life-and-death, competition is not a larger foe, competition is a contest of speed, tolerance and grace, and it is a 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.