中兴通讯移动网络管理产品发展策略探析

上海交通大学硕士学位论文中兴通讯移动网络管理产品发展策略探析姓名：沈毅申请学位级别：硕士专业：工商管理指导教师：谢富纪20090111THERESEARCHINZTEMOBILENETWORKMANAGEMENTPRODUCTDEVELOPMENTSTRATEGYABSTRACTNetworkmanagementproductisoneofthemostlucrativetypesinleadingvendors’Mobilecommunicationproductlines.Theseproductscontributedalottoprotectthevendors’profitablity,compensatingthehardwareprofitmargincontinuousdecreasing,andconsolidatethebrandimageandimprovetheservicequality,enhancecompetitiveness.ZTE'smobilecommunicationbusinessdevelopedrapidlyinrecentyears,butthenetworkmanagementproductshaven’tobtainfullacknowledgementinthemarket.Sincethecompetitionamongoperatorsincreasinglyfocusedonthenetworkmanagementefficiency,thenetworkmanagementproductsisbecomingakeyfactorintheviabilityofvendors.Inthisthesis,weanalysedZTEmobilenetworkmanagementproduct,locatedthesourcesoftroubles,andinter-relationsbetweentroublesandtriedtoexplorethesolutionmethod.Thetheoriesweusedinthisstudyarethestrategicmanagement,operationsmanagementandtechnicalinnovationmethods.Firstweusedthethestrategicmanagementtheorytoanalysetheproductindustry..Thenweusedmarketingmanagementtheorytoanalysethebusinessmodel,andusedtechnologyinnovationandoperationsmanagementtheorytoanalyseitsR&Dmodel,andfinallyanalysedtheHRstructureandperformanceassessmentmodelinaccordingtohumanresourcesmanagementtheory.Therootcauseofproblemisthatthestrategicpositionofthisproductwasambiguous,andleadstotheproblemsinbusinessmodel,theR&Dmodeandirrationalmodelandenentheservice,organizationalstructureanddesigndefects.SothatZTEfounditisdifficulttodealwithpersonalizedoperatorrequirement,hardtomaintainthetechnologicalinnovationability.Afterweditinguishthekeyfactorofproblems,weproposetoconfirmtheNetworkmanagementproductcoreproductsposition,andthenlaunchtheadjustmentinproductbusinessprocess,teamorganizationstructure,R&Dmode,servicemanagementprocesses.KEYWORDSDevelopmentStrategy,ZTE,MarketingManagementModeR&DModeMBA65443GPP3rdGenerationPartnershipProjectaGWAccessGatewayARPUAverageRevenuePerUserBSCBaseStationControllerBSSBaseStationSystemCAPEXCapitalExpenseCDMACodeDivisionMultipleAccessCNCoreNetworkDNSDomainNameSystemEMSElementManagementSystemFMFaultManagementFTPFileTransferProtocolGPSGlobalPositionSystemGUIGraphicsUserInterfaceHSDPAHighSpeedDownlinkPacketAccessLMTLocalMaintenanceTerminalLTELongTermEvolutionMBMSMultimediaBroadcastandMulticastServiceMMLMan-MachineLanguageMTBFMeanTimeBetweenFailureMTTRMeanTimeToRecoverNENetworkElementNMSNetworkManagementSystemOMCOperationandMaintenanceCentreOPEXOperatingExpensePLMNPublicLandMobileNetworkQoEQualityofExperienceQoSQualityofServiceRNSRadioNetworkSubsystemSG&ASalesGeneralandAdministrationSONSelfOrganizeNetworkTDDTimeDivisionDuplexUMTSUniversalMobileTelecommunicationsSystemMBA111.1200022003a)20081-71058.135505.66107.360837.8b)6.8%32.3%IP15.6%5.0%35.5%c)16.2%40.4%3.272.106.8%3.73201233G2GSMCDMA2G3G3GMBA2CDMAGSM2G2G2G3G2G3GARPU2G11M2MIT4GWimaxLTEVOIP60Internet171055340%198020022010M2Metc.••M2M$Voice••Data(Non-voice)••MBA31.22007BSNLGSM2MBA42a)b)c)d)20%-35%200630%50%MBA51.319855201997A2005230.32006259.22007391.7[4]12007MBA612007[4]SG&A200720062007200620072006200720062007200625.85%28.17%11.75%13.44%7.03%6.96%7.03%6.96%7.28%6.84%63.96%65.82%21.00%19.59%26.16%26.66%26.16%26.66%11.95%10.11%42.14%38.88%-8.74%0.25%22.88%22.15%22.88%22.18%3.75%4.05%NEC31.93%30.31%0.49%0.20%20.91%21.61%20.91%21.61%10.84%11.11%32.09%33.14%-19.77%-1.43%19.46%15.55%19.46%15.55%8.33%5.47%32.96%41.23%11.63%14.77%12.35%12.05%12.35%12.05%9.51%8.55%27.17%29.70%-0.13%8.54%13.90%10.51%13.90%10.51%12.53%15.21%28.82%26.14%-9.78%10.84%17.89%18.06%17.89%18.06%2.31%6.55%33.93%36.22%5.36%6.02%47.00%42.17%17.40%17.67%4.30%3.02%32.67%33.81%3.60%3.30%49.81%7.59%20.30%19.47%1.56%1.03%20CDMAPHS3G2007TD-SCDMA46%2007GSMCDMA6233%20088,EJLWirelessResearch200863031%3061%CDMA2000CDMAMBA720081002015a)SKLGb)3GNGNc)d),e)f)g)MBA822.12.1.1[8]15a)b)2.1.253MBA93a)b)c)d)a)23415///MBA10b)c)d)e)4MBA1142.22.2.1[1]a)b)c)d)e)5MBA125.2021a)b)c)a)18b)c)d)e)MBA132.2.2a)b)c)d)----6[18],6MBA142.32.3.1[10]7MBA157a)b)c)d)2.3.2MBA161970(AlvinToffler)(FutureShock)1993LLPB(BJosephPineII)(MassCustomization:TheNewFrontierinBusinessCompetition)a)b)c)d)e)MPMassProduct/MBA1733.1a)b)c)d)8MBA188OSSOperationsSupportSystemsBSSBusinessSupportSystemsBOSSEMSIBMHPNMSBOSSNMSEMSNMSEMSNMSNMSBOSSBOSSMBA19BOSSBOSSBOSSBOSSBOSSVodafoneT-MobileBOSSBOSSBOSSHPTemipIBMNetcoolVallentAircomOptimaDatasafeOSSNokiaEricssonBOSSBOSSBOSSHPOSSBOSSMBA202G3G9InternetNMS9ITACTATCAMBA21GSMAbis3GWCDMANBAPEricssonInternet3.2PESTPoliticsEconomicsSocityTechnology3.2.1CAPEXOPEX(15)MBA22110GSMGSMGSMOPEXCAPEXVirginMobileVMNO3.2.22006Vodafone3GPPVodafone18NGMN4GSONSONMESH2007VodafoneT-Mobile3GPPNMSMBA23a)NMSEMSb)EMS3.2.3NokiaEricssonEMSBOSSEMSNMSEricssonEMSHPTemipBOSSEMSOSSOSS-RCNokiaEricssonHPOSSEMSOSSNMS3.2EMSNMSNMSNMSEMSHPIBMPCITNokiaEricsson20063(33G)MBA243321330~353IT100020073.2.4ETSBCKDDIIPa)b)MediaFLOc)ICT40708MBA25ICT08ITISPa)b)c)QoSQoEOSSMBA2644.1UIGUI25%MBA27a)b)EMSOSSEMSOSSZTEsoftc)OSSOSSOSSOSSOSSd)cEMSEMSNokiaEricssonEMSO