Focus on "four-dimensional competition" in the whole business era

After the integration of the three major operators, the situation of the former to stick to the mobile or fixed communication market has been broken, and the whole business competition has become a major issue. The three major operators are "revolutionary encounter new Problems", in the group customer market competition is even more so.　　Talk about "competition", "said Wen" explained: "Unexpectedly, by the same", that is, who leads the question, "Xinhua dictionary" explained: "Struggle, strive to obtain, conflicting", that is, who occupies the problem. Customer for Wang so-called "competition", is "leading" and "Occupy". Then, the whole business of the group Customer market competition, in the end to "compete" what, "contend" what? Is the network coverage, advanced technology? Is the tariff concessions, service in place? Or is it the tight degree of customer relationship and the flexible use of marketing skills? The three operators on the above aspects of the importance of the degree compared to the past there is no less than, but these are still not enough in the group customer market full business competition in an invincible position. Due to the increasingly fierce market competition, some customers become "wall grass", which preferential range to use which service, or simply "a foot two boat", the communications business divided into several modules for different operators, both are not guilty. But no matter "the grass" or "a foot two boat", are not conducive to the promotion of customer value, too low tariffs and concessions so that operators are difficult to provide a higher level of service, while the network services across multiple operators are not conducive to the group's own integrated planning, and integrated solutions tend to lead to increased customer cross-net costs,　　Operation difficulty is increased. Therefore, the group customer market competition should always "stand on the customer's point of view, embedded customer flow, deep digging customer demand, and customers to grow together to create value."　　If we always use standardized or standard modular means to deal with the diverse and ever-changing needs of customers, ignoring the actual environment, difficulties and visions of customers, they will lose in the competition.　　"Four-dimensional competition" on the current three major operators in the group customer market, the whole business competition situation, I think should pay attention to the following four dimensions. The competition of network resource reserve because the major operators have been keeping their own market, it has formed a strong and weak fixed network of mobile networks in China, and a stronger and weaker mobile network with China Telecom (south) and Chinese Unicom (north). The difference caused by different strategies of network resource reserve is the primary focus of competition in the whole business competition.　　China Telecom, Unicom's mobile network excellent work has always been a headache, and China Mobile in the fixed network "last kilometer" access level is also missing a lot. Operators in this respect "competition" should play their original network advantages, telecom and Unicom should continue to further realize the mobile extension on the basis of the original customer IT system support, and China Mobile should combine the mobile communication system and enterprise internal information system with the advantage of "Network Service dual-leading". "Contending" It is necessary to make up for the shortage of network resources as soon as possible, especially after strengthening the control of urban construction and pipeline laying, we should consider how to occupy the favorable position as soon as possible,It is also a flexible way to grab pipeline resources and introduce other wireless access methods appropriately. The reserve of professional talent reserve and the reserve of network resources are similar, the operators also exist the phenomenon of "partial".　　Mobile or fixed-communication professionals gathered, but for the whole business of integrated talent is not much, "alliances" of integrated talent is also often become "hot", many integrated programs and projects need their participation and support, so many of these people are often a number of jobs, in the various needs of the department. Therefore, in the talent reserve to increase training and actual combat strength, integrated talents are often the main designers and the implementation of the whole business solution, whose experience, level and ability are often directly related to the effectiveness of the program, and must be guaranteed to be a step ahead of the competitor.　　In addition to the basic level of programme design and implementation, it is also possible to participate in policy planning and strategy development for business-wide competition, and it is not feasible to operate in a business-wide way alone. Competition for customer awareness even though the three operators have already got the full business license, the customers still subconsciously believe that the mobile business should find a mobile, fixed business is telecom or Unicom good.　　Telecom "Tianyi" brand continued to promote, mobile "Power 100" brand Grand listing, is to reverse the customer's inherent image. Telecom's Sky wing propaganda has basically achieved the intended purpose, mobile "power 100" should speed up the pace to catch up with the opponent's "Business Navigator", in the publicity and promotion of the need to strengthen, and unicom in the completion of the internal integration should also be pursued as soon as possible, in the "competition", the use of "first move, after data, full business" or "first data, after moving,　　"The whole business" approach is the same, but customers will not simultaneously adopt two sets of different operators to provide a full business plan, so who first occupy the favorable "terrain", who will have the opportunity to get ahead. Full-business solution capabilities of the competition if the technical needs of sophisticated technical expertise, marketing needs "Multi-skill" "T-type" talent. In the combination of fixed and mobile services, in-depth customer internal competition, relying on customer relationship, price concessions, quality service attitude has been far from enough, to enhance customer value, must penetrate into the customer's internal core level and develop targeted solutions.　　From the customer's most concerned about the issue, and then extended to support and communication systems, often to make its satisfaction. To prepare for a protracted war full business solution capability competition, it is necessary to strengthen the training of front-line marketing service personnel, so that they can put themselves in the key process and value points of the group customers, who first mastered the information, who will be able to become the customer's real trust in the communication consultant, this is the key to "competition" At the same time also know how to operate the operator's own advantages, so that their own solutions can be embedded in the core customer process, become a part of customer management strategy, such as to occupy the "commanding heights", competitors often have to pay several times the efforts to be able to shake this advantage。 The whole business competition of the group customer market has just begun, the operators have the victory and defeat, difficult to compete with each other, who will finally be able to compete. This will be a long and continuing war, borrowed from the phrase "protracted war" or inspired: "Weapons are important factors in warfare, but not the decisive factor, the decisive factor is that people are not objects." ”