论中国移动的价值衰落与机遇重生

近年来，随着中国经济水平的提升和通信技术的升级，中国电信行业取得了快速发展。电信行业的主要运营商中国移动与联通和电信之间一直持续着竞争。4G新时代的来临，运营商们在业务拓展、价格细分、服务提升等方面的竞争将会更趋激烈。对于中国移动来说，把握4G新机遇、建立优化的营销策略能够一扫之前的颓势。本文通过了解中国移动的经营现状，并将中国移动与联通等主要运营商进行对比，深入了解中国移动和其他运营商的竞争内容。对中国移动营销业务的竞争战略和策略进行分析和研究，找出中国移动衰落的原因，进而找到中国移动营销业务可持续竞争的途径，在此基础上，指出相应的优化策略，希望能借此提出有关中国移动未来发展的建设性意见。
关键词：中国移动；营销策略；品牌建设

Discuss Value of China Mobile's decline and rebirth Opportunities
Abstract: In recent years, along with the enhance level of China's economy and upgrades to the communication technology, the China telecom industry has achieved rapid development . China Mobile and China Unicom and China Telecom, the major carriers of telecommunications industry continued competition. New era of 4 G is coming, operators compete in business development, price segmentation, service and other aspects will enhance more intense. For China Mobile, it must seize 4G new opportunities and establish optimize marketing strategies to swept away the tide. In this paper, we understand the status of operations of China Mobile and compare China Mobile and China Unicom and other major carriers comparison to understand the content of China Mobile and other competing carriers in-depth. Analyzing and researching the competitive strategy and tactics of Chinese mobile marketing business to identify the reasons for the decline of China Mobile. And then find a way to China's sustainable competitive mobile marketing business and point out the corresponding optimization strategies based on this, hoping to make constructive comments on China Mobile's future development.
Key Words : China Mobile ; Marketing strategy; Brand building

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