大唐移动发展战略研究

上海交通大学硕士学位论文大唐移动发展战略研究姓名：许群申请学位级别：硕士专业：工商管理指导教师：孟宪忠20090111TD-SCDMATD-SCDMATD-SCDMASWOTTD-SCDMATDTD-SCDMATHERESEARCHOFDATANGMOBILEFORDEVELOPINGSTRATEGYABSTRACTWithgreatsupportfromChinesegovernmentandsocietiesTD-SCDMAindustryisfacingatremendousdevelopingchallenge.AstheproposerofTD-SCDMAstandard,owneroftheIntellectualProperty,developerofcoretechnology,engineoftheindustrialchain,DatangMobile’sshapingandimplementationofit’sdevelopingstrategyiscrucialforthesoundandrapiddevelopmentofTD-SCDMAindustry.Basedonthesituationofinternationalanddomesticpoliticsandeconomyandthetrendofmobiletechnologyandindustry,thisthesisanalyzedtheouterandinnerenvironmentthatdatangmobileisfacing,tolookforthepotentialopportunitiesandthreatsandseekthestrengthsandweaknessesofthecompany.ByutilizingSWOTtoolstoanalyzethesituationofthecompanythebusinessstrategyandcorporatestrategyaredeterminedtodealwithvariousoperatingconditions.Inthechapterofstrategyimplementationtheexecutorofstrategyandprincipleofimplementationaredetaileddescribedinordertoassuretheefficientandsmoothimplementationofcorporatestrategy.Attheendofthisthesisseveralkeyissuesofstrategychoosing,suchasbusinessmodel,capitalexpenditure,globalizationareanalyzedintensively.ThisarticleanalyzedTD-SCDMAindustryandinnerenvironmentofDatangMobilepertinently,thatembodytheauthor’sin-depthknowledgeandcomprehensionofTDindustryanddatangmobile.Theprocedureofshapingthedevelopingstrategyispreciseandscientific,thatwillbeusefulforothercompaniesinthisindustry.KEYWORDSTD-SCDMA,environmentanalyse,businessstrategy,corporatestrategy200812820081282008128MBA12G3G3G3WCDMACDMA2000TD-SCDMATD-SCDMA(3G)2000(ITU)TD-SCDMATD-SCDMATD-SCDMAMBA211.1199911(…….MBA31.2()2TD-SCDMAMBA422.1123433MBA533.14-/MBA63.23.2.1-20135578%2G3G3G3WCDMACDMA2000TD-SCDMA200716WCDMA20062007WCDMA2.11200763G207200716123G3G2007678174WCDMA3G69%73.5%WCDMAHSDPA63128HSDPA218CDMA20001x71CDMA20001xEV-DOTD-SCDMA(3G)2000(ITU)MBA75TD-SCDMATDTD20076203007200714TD301,0002,0003,0004,0005,0002001200220032004200520062007200820092010201120122013户数HSxPAW-CDMAGSMCDMAOtherTechnologie:~16%55~78%1.1bn2.9bn0.6bn:~34%0.9bn20GSM40GSMMBA8TD6TD1998TD-SCDMAWCDMACDMA2000TD-SCDMATD7TD1995TD-SCDMA200520023G20049820002008RANRANMotoLGTCL/ADIR&S14TD-SCDMATD-SCDMAMBA92007TDTD-SCDMATDTD-SCDMATD-SCDMATD7TD-SCDMA•2008TD2011TD3.340%•TD-SCDMA08TD2000•2008TD-SCDMA1906•2011TD-SCDMA5100•2011TD-SCDMA1300TD8TDTD201005001,0001,5002,0002009201020112012201320142015乐观LTETDDEURMBA103.2.23.2.2.191.2.3.(Demand-SideEconomyofScale)MBA1194.5.6.MBA12053.2.2.2TD-SCDMAOEMOEMRNCWCDMA•TD-SCDMATD-SCDMATD-SCDMATD-SCDMATD-SCDMABBU+RRU8TD-SCDMAOEMNodeB850.16%100%NodeBBBU+RRUTD-SCDMA150015•TDTD-SCDMA2005TD-SCDMAWAP,IMSTD-SCDMATD-SCDMA2008NSNTD-SCDMARNCBBURRUOMCMBA1310•TD-SCDMA200TD-SCDMATD-SCDMANSN•TD-SCDMATDTDR&DMBA14TD•200411TD-SCDMATD-SCDMATD-SCDMATD-SCDMA3G.TD-SCDMA20041220053;4NodeB8TD-SCDMATD-SCDMA2006TD-SCDMAGSMTD-SCDMA3.2.2.3TD-SCDMATD-SCDMATD-SCDMATD-SCDMATD-SCDMATD-SCDMA8TDNodeBRNCNodeBOSSTDMBA15WCDMATDNodeBWCDMA70%TD-SCDMATD-SCDMATD3.2.2.4TD3.2.2.5MBA163.2.2.6TD-SCDMAWCDMACDMA20003GWCDMACDMA2000TDTD,WCDMACDMA-EVDOTD20061110TDTD40WCDMACDMATDTDTDTD15005000MBA17TDTDTDWCDMACDMA2000TDTDTD3.2.2.7B+A200696072007(SWOT)MBA183.2.3TD-SCDMATDTD-SCDMATD-SCDMATD-SCDMA2008524CDMAG113.9GSM5500TDTDTD-SCDMA81500080%282.316300GSMGSMCDMACDMAMBA1970%TDTD1.TD-SCDMA4GTDLTE4GTDLTE4GTD-SCDMATDLTE2.WAPITD-SCDMA3.TD-SCDMA4.TD-SCDMATD-SCDMAKPITDTDMBA203.2.410.130.3TD0.351.50.240.8TD0.130.3TD0.120.20.0510.050.1540.61.03.753.3TD-SCDMAMBA211219986TD-SCDMA20005TD-SCDMATD-SCDMA3GPP3G2002108TD-SCDMATD-SCDMA40TDTDTD-SCDMATD-SCDMATD70%~80%TD6003GPPITUTD-SCDMA63285%3GPPLTE21990%TDTD-SCDMA199850300049%TDMBA22TD-SCDMATD-SCDMATD-SCDMA3.3.12004TDTDTDTD••••MBA231313TD3.3.2MBA24143GPPITUTD-SCDMA63285%3GPPLTE21990%TD600TDTD/HSDPA:HSDPATD-SCDMA/GSMTD-SCDMATD-SCDMA(HSDPA)TD-SCDMAHSDPA(ASB)TDASB///MBA253.3.32TDTD3.3.4TD2GMBA26TDTD2526TD20022005TDTD3.3.5300049%3-5MBA27TDTD10%TD3.3.6TD501001998199820058631.250002004TD-SCDMA600020046220063820061.51.2TD-SCDMA36.68%27.45%5.61%3.62%TDTD46TDTDMBA282006960720073.3.730.341.2TD0.230.60.130.30.140.40.130.30.130.30.130.31.03.4MBA294SWOTSWOTSFASEFASIFAS4S••TD•W••••O••TD•SO•TD•TDWO••T•TD•TD••ST••WT••SOTDTDWOTDIFASEFASMBA30STWTMBA3155.1TD••TD••TD5.2BCG-MBA3215MBA3366.11.2.3.MBA34•••1.2.3.4.6.2MBA35MBA36MBA3777.1TD-SCDMA3GTD-SCDMAWCDMA90%70%100TDTD-SCDMAGSMIS95CDMATD-SCDMACDMA3GWCDMACDMA2000TD-SCDMAWCDMA50CDMA2003GTD-SCDMATD-SCDMATD-SCDMATD-SCDMAMBA38--TDTD7.2TD1998199820058631.250002004TD-SCDMA600020046220063820061.51.2B+A2006TD2005236.68%27.45%5.61%3.62%TDTDMBA39TD6TDTD502007461520071211152008620300TDSCDMA2008718200,TD-SCDMATD-SCDMA7.3TDTD-SCDMAWCDMACDMA2000TD-SCDMA3G2006113G1.2WCDMA7200300CDMA20001x2.63CDMA20001xEVDO4842;WCDMAHSPA45HSDPA3363HSDPAMBA40WiFiWiMAX(BWA)WiMAX802.16e3GWiMAX180WiMAXTD-SCDMAWCDMACDMA2000WiMAXTD-SCDMATD-SCDMATD-SCDMATD-SCDMA3GTD-SCDMA3GTD-SCDMA•TD-SCDMATD-SCDMA3GTD-SCDMATD-SCDMA:3G117TDDTDDTD-SCDMATDDTD-SCMDA3GFDDWCDMACDMA2000TDDTD-SCDMATD-SCDMATD-SCDMATD-SCDMAMBA41TD-SCDMATD-SCDMATD-