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上海交通大学硕士学位论文大东电报(中国)公司发展战略研究姓名:高靓申请学位级别:硕士专业:工商管理指导教师:谢富纪20070128420065SWOT12IP367THERESEARCHABOUTTHEDEVELOPMENTSTRATEGYOFCABLE&WIRELESSCHINAAbstractCorporatedevelopmentisalwayscloselyrelatedtothetransitionoftheexternalenvironmentandindustry,thesameappliestoTelecomCompany.Encouragedbytheeconomicglobalizationandtechnologyinnovation,mostoftheleadingTelecomServiceProvidersintheworldhaveexpandedtheirbusinesstotheGlobalMarket.China,asoneofthestrongestenginesforglobaleconomygrowth,attractstheinterestoftheworldanddrivesthoseleadingTelecomcompaniestoenteritsTelecommarketviavariousways.TillYear2006,almostalloftheGlobalTelecomServiceprovidershavesetupaffiliatecompaniesinChina.DrivenbythehotrequirementofMNC(MultiNationalCompanies)andtheindependencetolocalcarriers,InternationalConnectivityhasbecomethemajorityofthoseForeignCarriers’businessinChina.Thus,8althoughtheTelecomMarketinChinaisstillhighlymonopolized,InternationalTelecomIndustryhasalreadysteppedintohighcompetitiveandmaturestageinadvanceofothertraditionalTelecomServicesegment.Insuchanopenmarket,howtofindarightpositionforenterpriseitself,tomeettherequirementofcustomer’sglobaloperation,tofacethethreatofcompetitors,hasbeenatopicworthstudying.AsoneoftheForeignCarriersinChinamarket,Cable&Wireless,thefamousUKbasedTelecomServiceProviderwithmorethan100years’history,doesfacelotsofopportunitiesandchallenges.Howtoleverageitscompetenceincustomerandnetworkresourcestodefenduponthethreatofstrongcompetitors,howtoselect,defineandimplementasetofsuitableDevelopmentStrategyforitselfinChinamarket,hasbeenthekeypointswewanttostudyinthisthesis.Thethesisstartswiththeanalysisofthemacro-economicenvironmentandthestructureofGlobalTelecomIndustry,followedbythestudyofcustomerrequirementandcompetitionstatus,whichprovidesanoverallunderstandingfortheexternalenvironmentofthecompany.Then,usingwaysofanalysislikeSWOT,thewriterstudiesC&WChina’sadvantageandweakness,treatandopportunityfaced,andworksoutseveralstrategychoicesaccordingly.Afterconsideringtheglobal9strategyofC&WGroupandthestatusofChinamarket,wereachtheconclusionabouttheDevelopmentStrategyofC&WChina:1)Focusonservingcorecustomers;2)StrengthenthecompanycompetenceinManagedIPNetworkservice;3)DevelopthestrategicalliancewithdomesticTelecomServiceProvidertoexploitChinamarket.Thekeypointsaretofocusoncorecustomersandimprovetheservicecapabilityofthecorporate,inordertoachievetheprofitabilityandsteadydevelopmentofthecompany.Successfulstrategyreliesoneffectiveexecution.Inthefinalpartofthethesis,thewriterdescribestheexecutionofthecorporatestrategyinthreesegments,includingmarketing,productandserviceportion.Beginningfromthemarketingsegmentation,targetcustomerpositioningandmarketingtactics,wegodeeplyintothelifecyclemanagementofthecompany’sproductportfolio,andstudytheorganizationoptimizationaboutthecustomerservicedepartment.ThestudyofsuchatopicwillnotonlybehelpfultothedevelopmentinChinamarketforthoseforeigncarrierssuchasC&W,butalsobevaluabletothedomesticTelecomServiceProviderswhentheygooutboundtocompeteandgrowintheoverseaTelecomMarket.10KeyWords:Cable&WirelessglobaltelecomindustryfocusingstrategybusinessprocessreengineeringAT&T(),BT(),C&W(),DT()FT()PCCW()Singtel()CNCCTC&W()1302SWOT0-1Figure0-1theFrameoftheThesis20-1.................................................................................................................21-1..............................................................................................63-12005-2006GDP....................................................................................143-1........................................................................................153-2....................................................................................163-3Gartner,20052003............................193-2................................................................................................273-4............................................................................................294-1........................................................................................344-1............................................................................................374-2............................................................................................444-3................................................................................................464-4-..................................................................................................4722007012832007012820070128MBA()11.1AT&T,AmericanTelephone&TelegraphCompany()C&W(Cable&Wireless),GreatEasternTelegraphCompany()WTO311WTOMBA()21.21837.1876..187719651895189751819011956197619801957104“1”1965194619781983MBA()320801984AT&T901996///1998WTO90MBA()4BTDTFTNTT1998NTT20061WTOWTO200750%InternetIP1.3200013(Worldcom)6AT&TAT&TBusiness,AT&TConsumer,AT&TBroadbandAT&TWirelessBroadband()WirelessConsumerAT&TBusiness(AT&T1WTO20005MBA()5)3G200220042005SBCAT&TAT&T2Verizon67MCI8350SprintNextel20063ATT670(170)ATT1500Verizon992AT&TCingular64Amena80
本文标题:大东电报(中国)公司发展战略研究
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