山东网通发展战略规划

上海交通大学硕士学位论文山东网通发展战略规划姓名：温鹏申请学位级别：硕士专业：工商管理指导教师：刘海龙20050228EMBAV19983GTheDevelopmentStrategicPlanningofShandongNetcomEMBAVIAbstractShandongNetcomCompanyisthebiggestfixed-lineincumbentinShandongProvince,whoprovidescommunicationssupportforthecountryandfacilitatesthepromotionofnationaleconomicdevelopmentandpeople’slivingquality.Italsobelongstooneofthemonopolyindustrieswhichconnectthenationaleconomyandthepeople’slivelihood.Since1998,Chinesetelecommunicationsmarkethasexperiencedserialreforms.Untilnowthereformshaveplayedenormousrole.Forinstance,thecompetitionsituationhascomeintobeing,theindustryhasbeendevelopingdramatically,newproductshavebeendeveloped,newtechnologieshavebeenadopted,andthepricesoftheservicesandproductshavebeenlowerandlower.However,thedeepcontradictionsandproblemsinthecurrentcommunicationsmarkethavebeenunveiled,suchasthehostilecompetitionisfiercer,heterogeneouscompetitionbetweenthefixed-lineandmobilecommunicationsisprominent,theregulationsandlawsarelack,thenationalpoliciesaremismatching,theopportunitiestogainresourcesareunfair,whichresultintheimbalanceincreasebetweentherevenueandprofitoftheoperators,thedescentofthepayoffcapability,theimbalanceofthecompetitivecapabilityandthesloweradoptionofnewtechnology.Forinstance,thecountryalwaysdelaystheissuingtimeandthenumberof3Glicences.Undersuchsituation,thecountrywillfurtheracceleratethetelecommunicationsreform,consummatethelawsandregulations,restrictthemarketbehaviours,adjustmarketstructure,andestablishmorefacilitatedtelecommunicationsmarket.ShandongNetcomCompany,asthematrixcompanywhichwassplitpreviously,isthedominantlocalfixed-lineoperator,whopossessesoftheadvantagesofnetwork,brandandhumanresources,butatthesametime,facesthefiercecompetitionfrommobileservicesandothernewoperators,theslowerincreaseoftherevenue,theusers’switchingandtariffreducing,andthesubversivethreatsfromtheadoptionofnewtechnology.Therefore,underthecurrentgrimsituation,short-termandlong-termstrategicplanningisnecessary,especiallyalong-termstrategicplanningtorealisethesustainabledevelopmentisemergent.Meantime,somestrategicadjustmentsonsomekeymanagementissues,suchasinternalmanagementpolicies,functionalset-upandsoonarenecessary,soastoimprovethecompetitivecapabilityofthecompanyandtakeinitiativeinthefurtherreformoffuturetelecommunicationsmarket.Chapter1analyzefullythenationalcommunicationsmarketreform,competition,nationalpoliciesandthedevelopmenttrendoftheglobaltelecommunications.Firstofall,telecommunicationsmarketreformsaredescribed.Thecurrentsituation,thedevelopmentandthecompetitionofcommunicationsmarketareanalysedintermsofthestructureofoperators,increasetrendandserviceproportion.Thecompetitionisincreasinglyfierce,whichleadstodeep-levelproblems.Thecompetitivedevelopmenttrendsarestudied.Theimpactfrommobileserviceonfixed-linetelephonesisgigantic.TheoverallsituationandcompetitivestatusofShandongNetcomareidentified,aswellastheeconomicbackgroundofShandongEMBAVIIProvince,opportunitiesandthreatsforShandongNetcomfromtheanalysis.Secondly,thecurrentnationalpolicies,industrypoliciesandthedevelopmenttrendsoftheglobalmarketandtechnologyaredepictedChinesetelecommunicationsmarketwillfurtherdeepenthereform.Asthebiggestfixed-lineoperatorinShandong,ShandongNectomneedstostipulatesuitablestrategiessoastotakeinitiativesinthefuturecompetition.Chapter2describesthegeneralprocesstostipulatethecorporatestrategy.Firstly,thevisionofthecompanyisdefined,thatistotakeinitiativesinthefuturecompetition.Secondly,themissionofthecompanyisoutlined,whichistocreatevaluethroughthepromotionofresourcesandcapabilities.Finallythestrategicgoalsofthecompanyaresetup,includingthephasedgoalsandtheoverallgoals.InChapter3thecorporatecompetitivenessisanalyzed,intermsofthecompetitivenessofthecommunicationsindustry,theoutsidefactors,opportunitiesandthreats,theinternalconditions,advantagesandweakness.Throughtheanalysis,theopportunitiesandadvantagesarefound,aswellasthemajorthreatsandweakness.Targetedatthecompetitivenessandinternalandoutsideconditions,areasonablestrategyisstipulated.Basedontheaboveanalysis,Chapter4furtherexaminestheproductportfolios,long-termdevelopment,managementtactics,organisationalstructureandfunctions,andsetsuptheproductportfolios,long-termdevelopment,managementandfunctionstrategicplanning.Along-termsustainabledevelopmentstrategyisestablished,themarketvisionandmanagementtacticsareadjusted,integrationofthefunctionalstrategyisadopted,andthemodernmanagementsystemisbuiltsothatthecompetitivenessofthecompanyispromoted.Keywords:StrategicPlanning,IndustryAnalyze,ProductPortfolioStrategy,Long-termStrategy,MarketingStrategy,FunctionalStrategyEMBAIII2005228EMBAIV20052282005228EMBA1301199819941999200221102002626GSMCDMAGSM28%37%17%15%2%1%12004101EMBA23010320041-107543.839.2%606.427%7651.868.1%IP939.144.9%4316.813.3%10302.96.3647943.1155083.252174.41556.29.6%11-101.2%8.9%68%21-101110049.3/24.5/24.8/31010002174.441-1029.59%IP45.83%24.58%IP20.00%10.00%20.00%30.00%40.00%50.00%IP2534765168%60627%EMBA3300100020003000400050006000700080009000IP30%10