永州移动通信分公司市场竞争战略研究

湖南大学硕士学位论文永州移动通信分公司市场竞争战略研究姓名：黄明大申请学位级别：硕士专业：工商管理指导教师：熊正德20060401II20023GPESTSWOTIIIIIAbstractWithoutcompetition,therecanbenodevelopment.ChinaTelecomwasbrokenintotwopiecesattheendof2002,leadingtotheeraofthefullcompetitioninthetelecomindustryamongthe6partiesofChinaTelecomGroup,ChinaNetcomGroup,ChinaMobileGroup,ChinaUnicomGroup,ChinaRailTelecomGroupandChinaSatelliteTelecomGroup.Withtheglobaltelecommarketwarmingupagainandthematurityof3Gtechnology,itwillcometothenewdevelopmentstagefortheChinesetelecomindustrywithamoreandmorefiercecompetitionwithinafewyearsinthenearfuture.Underthisbackground,itisvitalforanytelecomoperatorinourcountrytoidentifyclearlyitscorecompetenciesanddrawupeffectualdevelopmentstrategyifitwantstowinvictoryintheinternationaltelecommarket.Duetothegradualdevelopmentandmaturityofmobilecommunicationtechnology,mobilecommunicationisplayingamoreandmoreimportantroleinthenationaleconomyandthesocialdevelopment,becomingthefocusandthehotspotofthenationaltelecomcompetition.YongzhouBranchofChinaMobileGroupandYongzhouBranchofChinaUnicomGrouparethemajorpartsinthisfieldinYongzhouCity.Andmobilecommunicationindustryisbecomingatriple-playgamewhenYongzhouBranchofChinaTelecomGroupreleasedthebusinessserviceofakindofwirelesscommunicationbasedonthePHStechnology(alsocalledXiaolingtong),causingthecompetitionmoreandmoreintense.ItgetsmoreandmoreurgentforYongzhouMobileBranchtobuildanddevelopitsowncorecompetenciestocreatesustainingdevelopmentabilitiesandkeepuptheleadingmarketplacebystudyingthemarketenvironmentanditsadversaries,adoptinganewachievablecompetitionstrategyundertheenvironmentofthecontinuousgrowthofthedomesticdemandofmobilecommunicationandtheintensifyingofthegovernmentregulationontelecomindustry,andtheenhancementofcompetitionhierarchy.Thisdissertationconsistsof3parts.FirstlyitintroducesthegeneralinformationofYongzhouMobileBranch,thenitscurrentcompetitionstrategy,andanalysesdeeplythedeficienciesofthecurrentstrategiesconcerningproductbrand,productprice,marketingchannelandcustomerservices.SecondlyinChapter3,byanalyzingtheenvironmentsoutsideandinsideYongzhouMobileBranchandusingthemethodofPESTandSWOT,Ipointoutthemarketopportunitiesandthreats,andalsopinpointitsstrengthandweakness.Bynow,wecanarriveattheconclusionsintimethatYongzhouMobileIVBranchmustreviseitscompetitionstrategiesaccordingtowhatIhaveanalysedtoensuretheleadingmarketplaceandtheforerunnerofthemobileindustryinYongzhouCityunderthenewdevelopmentenvironment.Finally,itmustbepointedoutthatYongzhouMobileBranchmustcarryoutstrategytransformation,i.echangingitselffromatraditionaltelecomoperatorintoacomprehensiveinformationprovider,inordertokeeppacewiththetideofdevelopment.Keyword:YongzhouMobileBranchCompetitionstrategyCorecompetenciesStrategytransformationVII1.172.192.220059102.320059112.4123.1200512333.22005334.1464.253VIII2.1112.2122.3200512132.4183.131I1______2111.11.1.120002002314%7.4200%[1]200263G“”“”“”ARPU21.1.219851530/45/97%198595%199375%[2][3]MBA1.21.2.1··(MichaelE.Porter)3321976198019851990·“”“”[4]“”·“”[5][6]1.2.1.1····1.2.1.2·4···1.2.1.3[7]1.2.2·“”80——·GaryHamelStrategos“”1990C.K.Prahalad[8]5“”“”“”[3][9]1.2.312345[10]66StalkG1992SchulmanLE1992[11][12]1.3200234·(MichaelE.Porter)·“”“”“”PESTSWOT71.11.1822.11999718200218511[13]2005(“”)GSM9655.64.22.5GGPRS[8]1198%96%GPRS152.1.12.1.1.112IP17951IP/IPIPIPCMNET92.1.1.21GPRSWAP2345GPRS2.1.2(“”)200555.669.53%75%75.27%86.5%343819.236.44145842.5%[14]2.12000055977370396775181088921014949214502000040000600008000010000012000020002001200220032004200510921452.1.32005(“”)4.2ARPU()6816.97%[14]200593659546165613833949045301600763560734250022.22.22005948191211912.22.2.12.2.1.1(“”)23%38%ARPU97ARPU2.12.3200592005911%48%9%12%0%1%19%112.123%37%2%38%ARPU()974297522.32005938231414632200020022.338%14200315—252523%6%38%14%2%3%14%12——2.22.220059132648832099321105342663716648852255.726929267605822.2.1.21“”(“”)“”39%6%31%11%3%2%8%2.4393111863270132339“”20802005122.330015.815030034.8150482.3200512A≤017974022502001570006360139300.01-5545416181.2645191.38164391.08371511705.45117427.9214133465.435.01-1027670257501.2746377.251551159.13916675825.211321097.0218171179042.6610.01-1523648300407.3368844.511311657.6413982179170.7180994.249387117740.2315.01-2034021601461.981071895.211061857.0214522434471.351111931.599175161306.8120.01-25460321036417.872275051.71992220.0627060835199.684469962.548200183983.8825.01-30493361356462.452917932.54772112.72317261147871.1958115892.776661182653.2330.01-451248424629740.1390533744.411485358.71885994030816.43178767207.2613403492613.3245.01-60816874238079.31112959631.92924733.82613083700010.71161884356.187540389346.6860.01-75513563437093.11141295510.52543630.16347862996604.21118579551.213919261797.0175.01-90334712746060.031466121270.19463746.29187472357665.192075465.052292187913.490.01-105231632248521.31657161714.04242338.28143041873351.8370268112.781476143004.37105.01-120162471821852.521674188386.9283095.7981061469276.8946351809.22976109283.72120.01-150212252838991.93136423650.6253320.1163302180151.1163584895.11109914