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中国移动在过去10年中引领了国内移动通信市场的发展,网络、服务、品牌三大核心竞争力成为中国移动战胜对手并取得市场认可的关键因素。随着电信重组改革以及3G牌照的发放,中国移动的这三大优势已经不如过去明显。以网络为例,随着中国电信不断完善CDMA网络,在绝大多数地区CDMA网络质量丝毫不逊色于中国移动,有些地方中国电信的网络覆盖还强于中国移动。同时,中国电信的CDMAEVDO网和中国联通的WCDMA网,由于在技术方面的优势,两者的上网速率要高于TD网络,这意味着中国移动针对网络优势策划的“关键时刻信赖全球通”的广告效果已经不如从前。不仅网络竞争优势如此,包括品牌地位也在被天翼等所蚕食,而锦上添花的优质服务也正在被竞争对手模仿学习。在新的竞争环境下,中国移动还有什么法宝可以为自己未来的发展护航?
In the past 10 years, China Mobile has led the development of the domestic mobile communications market. The three core competitiveness of the network, service and brand have become the key factors for China Mobile to defeat its competitors and gain market recognition. With the reform of telecommunications restructuring and the issuance of 3G licenses, these three major advantages of China Mobile are not as obvious as in the past. Taking the network as an example, with the continuous improvement of CDMA network by China Telecom, the quality of CDMA network is not inferior to that of China Mobile in most areas. In some places, the coverage of China Telecom is still stronger than that of China Mobile. At the same time, China Telecom’s CDMAEVDO network and China Unicom’s WCDMA network, due to technical advantages, both of the Internet access rate is higher than the TD network, which means that China Mobile network planning for the advantages of “the key moment of trust in the global communications” The effect of advertising is not as good as before. Not only network competitive advantage, including brand status is also eroded by Tianyi, etc., and icing on the cake of high quality services are being imitated by competitors. In the new competitive environment, what magic can China Mobile escort for their own future development?