中国移动由于网络覆盖范围广、通信质量高、业务品种丰富和服务水平较高的优势,成为较多消费者首选的移动品牌。在新的市场环境下,国内运营商重组推动了全业务运营时代的到来。面对日趋复杂和激烈的市场环境,中国移动面临的不确定因素也越来越多。作为我国通信业的支柱企业,中国移动要认清面临的机遇与挑战,制定有效的应对策略,才能在激烈的竞争中立于不败之地。本文分析了新形势下中国移动面临的机遇与挑战,并探讨了应对策略。 As a mobile brand preferred by more consumers, China Mobile has the advantage of wide network coverage, high communication quality, rich variety of services and high service level. In the new market environment, the reorganization of domestic operators has pushed the era of full-service operation. Faced with the increasingly complex and fierce market environment, China Mobile is also facing more and more uncertainties. As a pillar enterprise of China’s communications industry, China Mobile must recognize the opportunities and challenges it faces and formulate effective countermeasures in order to stay invincible in the fierce competition. This article analyzes the opportunities and challenges that China Mobile faces under the new situation and discusses the countermeasures.