重庆联通移动商务发展战略分析

重庆大学硕士学位论文重庆联通移动商务发展战略分析姓名：荣耀申请学位级别：硕士专业：工商管理指导教师：李世新20060501I20063G3G3GCDMA1XIIABSTRACTIn2006,MinistryofInformationIndustryistoconfirmtheprogramofissuing3Glicenses.Asthemostimportantof3Gbusinesses,databusinesswillbethekeystoneofmobilebusinessservice.NowallthetelecomoperatorsofChinahavemakingpreparationsinthisfield.ItisdecisivetotheirstatusinthefuturethatwhetherChongqingUnicomcantakeadvantagesofCDMA1Xbywhichtheycouldtakelargepossessionofthemarket.Inthisthesis,theauthoranalyzesthestrategyforthedevelopmentofChongqingUnicommobilebusinessanddosessomeresearchbycombingstratagemmanagementtheorywithUnicom’sowncharacteristics.First,theauthorexpoundsthehistoryandresearchmethodsofbusinessstratagemtheory,analyzingmobilebusinesscharacter,significanceandexistingproblems.Second,heliststheexteriorkeypointsbyanalyzingthemacroscopiccircumstancesandbusinessconditions.ThenhegivescomprehensiveevaluationabouttheinteriorfactorsbyanalyzinginteriorconditionsandcapabilitiesofChongqingUnicomaccordingtobased-on-resourcestheory.Onthegroundtheauthorproposesstrategictargetwithanalysisandchoices.HealsogiveshisownpointofevaluationonthemobilebusinessstrategyandthefindsoutthewayofhowtocontrolittoChongQingUnicom.Someoftheprogramsproposedinthistheoryhavebeenexercisedsuccessfully.TheapplicationshowsthattheresearchresultisimportanttothedevelopmentofChongqingmobilebusinessservice.keywords:developmentstrategy,strategicplan,strategicimplement,strategicevaluation1111.1FrostSullivan“”200725015%ARPU3G1.212---20094001.3SWOTSWOTSWOT2322.1(Andrews,1971)“”“”“”1965“”“”“”(corporatestrategy)(businessstrategy)(functionalstrategy)2.230607024:;;;20,,:,:,1938,·,,,,,“”1965,,,,,,2080,,:,,,,,,,,,,,,,,,,25,,,,,,,,,,———,,,,,,,,,;,;,,,,,2.32.3.1,,,,,,,26()2.3.2(,2003)2.1272.1Table2.1(EFE)(IFE)()(CPM)———(TOWS)(SPACE)(BCG)—(IE)()(GSM)()(QSPM)(EFE)(IFE)EFEIFE(SWOTSPACEBCGIE)(QSPM)3833.13.1.1(PDA)(B2BB2C)B2C2120020213.1.2()“”39“”“”“”(SP)3.23.2.12002100SKSP3103.2.2()()IPSECWAPPC()WAP“”3.3311200443WAP160020%WAP100%2001SPCP30020028002003SP15002001100200290020032000SP200210200332200450“”3.4“————”,3123.4.1()SIMSMSWAP()()()313(ICPSP3.1Figure3.13.4.2“”“”“”“”“”“”(314)“”“”()“”41544.119953331300024100102885%2004500096%99.9%100%199620041.25040230016040003007505001836010020054.24.2.1200541692006GDP8208090200620051997200320042005752004200565200520055803095200520042005ARPU202050%4.2.2417200541;4.2.3()2G(GSM)2.5G(CDMA1XGPRS)3G,20023G200571WCDMA22CDMA20001XEV-DO60WCDMA6CDMA20001XEV-DO3G42003G90%WCDMA3G4.320033GSKT418ARPUVerizonEPS=$3.05DoCoMoI-modeKTFSKT1998KTF10040020015KTFKTM.com()KTF86533%20049KTF117132%3G(CDMA20001XEV-DOEV-DO)2763GSKTWAPKTFMMS2.5GVOD3G64%CDMA20001XKTFKTF11712G147EV-DO276CDMA20001X(EV-DO)7482.5GKTF(4.1)4.1KTF()Table4.12.5G(MMS)2001483913100200230581210020031967171002004146125100EV-DO2G2.5GKTF2GCDMA20001X(EV-DO)EV-DOARPU1247447014981KTF4193G3G3GSP/CP3GBPJTBCybirdIndexXing3G3G4.44.4.1200202-044.14.12003-2004()Figure4.12003-20047172000340059007300830013954175002080020661268003250005000100001500020000250003000035000200220032004:CDMAGSMGSM420CDMA2000-20044.24.22000-2004Figure4.24.3ARPU(RMB/)78%22%72%28%69%31%65%35%64%36%0%20%40%60%80%100%200020012002200320042000-2004ARPU14012085806559521751501200501001502002001200220032004:RMB/GSMCDMA421Figure4.34.32002ARPU20-30%2004CDMAARPU2004ARPU4.4.24.44.4Figure4.44.4WAP200240%90%SPWAP2.5GWAPMMS/E4.52002-20032066126800826514840763014060175630015005000100001500020000250003000012(:)SMSWAPMMS/E200220034224.5Figure4.576%65%(4.2)SMSSMSARPUSPSMSWAPWAPSPWAPWAPSP66%76%83%27%8%0%7%16%17%0SMSWAPMMS/EGSMCDMA100%4234.6Figure4.6WAPE(PIM)424PresenceLBS(IM)4.7Figure4.74.4.34.84254.8Figure4.84.82004123136402001CDMACDMA1—2426()WTO(5),.4.4.44.2()4.2()Table4.2,,,CDMA2.5GSP2.5G427SMSSMSARPUSPSPSP/ECDMA1XGSMWAP(WAP“”)4.24.34284.3(CPM)Table4.30.13.50.3540.40.0530.1530.150.1520.320.30.13.50.3540.40.140.430.30.1530.4530.450.053.90.19540.20.140.430.30.13.50.3540.40.0330.0940.120.0740.2840.2813.3553.3:(1)1≤≤4;;(2)3.355,,;4.3,””,,,4.54294.4(EFE)Table4.4(Opportunities)10.1540.6023G0.1030.3030.1030.3040.1520.3050.1020.20(Threats)10.0710.0720.1520.303SP0.0820.1640.1030.3012.53:(1),1-4,4=3=2=1=(2)200553055.1(resource-basedview)5.1.1:20055312585%5.1.2CDMA1XCDMA1X2003WAPBREWE1X1X532CDMA1X5.1.3CDMACDMA2005CDMA---“UNI”“”“”“”“”“”WAPBREWEGPSONEliveworkplay5-15.1Figure5.153330002005Kruidvat24CRM5.1.42004-200520/18%2005200354%200450%534200440%5.1.5(ERP)(CRM)BOSS2005BIDSS5.25.1(IFE)Table5.1(Strengths)10.0530.152CDMA1X0.0540.2053530.0530.1540.0530.1550.1040.4060.1040.40(Weakness)10.2010.2020.1020.2030.1510.1540.1510.151.002.15(1)1=2=3=4=(2)2005CDMA1X63666.1CDMA1X200620%6.2EFEIFETOWS---(TWOS)SOWOSTWTTOWS-(SO)WOSTWTSO-(WO)-(ST)-(WT)637(4.45.1)6.1Table6.1(Strengths)1.45(Weakness)0.7(Opportunities)1.7SO3.15,WO2.4,(Threats)0.83ST2.28,WT1.53,6.16.26.2---(SWOT)Table6.2S-(Strengths)12CDMA1X3456W-(Weakness)1234638O-(Opportunities)123G3451(O1.O2.O4.S1.S2.S5)2(O3.O5.S6.S4)3(S1.S6.O3)1(W1.O1.O2.O4)2(O3.O5.W3.W4)3(W2)T-(Threats)123SP41(S1.S2.S5.T1)2(T2.T3.S2.S4)3(T3)4(T4)1(T1.W1.W4)2(T4.W