| dc.description.abstract | 2013 marks the beginning of the era of mobile Internet. As smart phones become more affordable and proliferate, cell-phones are not just telephony devices anymore. With mobile internet, it is very convenient for one to get online and interacts with one another. Instant Messaging started with the launch of ICQ in 1997. Today, with internet capable smart phones, the number of Instant Messaging supporting social interactions via texts, voice, images and even video, exploded. These include Line, Feixin, FaceTime, WeChat, … etc. With the advantages of convenience, quick, and free of charge, these Instant Messaging applications have vastly influenced people’s ways of life.
This study looks into the China Mobile Communications company, which is the largest mobile operator in China, and is the provider of an instant messaging, Feixin service, available in China. Since its launch, Feixin has been the third to forth place player in the Instant Messaging market, and has faced fierce competitions ever since. Steps should be taken for it to excel in the market.
This study analyzed the competitive forces faced by Feixin in the market, and conducted strategic planning using the Five Forces model, SWOT analysis, and the Strategic Matrix analysis methods. The result is a strategic planning proposal to China Mobile, including the needs to clearly position Feixin, to utilize the wide range of distribution channels as its competitive advantages, and continuously upgrading and improving the products. Furthermore, China Mobile should take advantage of the real-name regulations where trust is needed. The proposal is hoped to help Feixin to grow out of the competitive market and become the leader in the market. | en_US |