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当前位置:首页 > 商业/管理/HR > 经营企划 > 湖南移动公司竞争策略分析与调整研究
湖南大学硕士学位论文湖南移动公司竞争策略分析与调整研究姓名:高江晖申请学位级别:硕士专业:工商管理指导教师:单汨源20050319I1999SWOTIIAbstractAlongwithourcountry’sfastandhealthydevelopmentoftheinformationindustry,mobilecommunicationbusinessmarketbecomeanewbrightandhotpointintheinformationindustryofHunanprovince.Hunanmobilecommunicationcompany(HNMCC)andHunanunioncommunicationcompany(HNUCC)arethemainsoldierinHunanmobilecommunicationbusiness,Hunantelecommunicationcompany(HNTC)ofalsoparticipatedtothemarketcompetitionafterreleasingPersonalAccessPhoneSystem(PAS)business.Threecompaniescompetewitheachother,thestructureandformofcompeteincreasinglyvigorous.HNMCCestablishesin1999,isacompanythatconductedtomobilecommunicationbusinessattheearlieststageonthemarketinHunan.Inthecompetitionactivityofmanyyears,themarketshareandthebusinessincomesthatHNMCCoccupieshavetheadvantage,alsobecomingasetofcompetitionstrategy.But,thissetofcompetitionstrategyintheofstillexposesomeprobleminthemanagementactivityofcompanywiththechangeofthecompany’sexteriorandinnerenvironment,theseproblemwillmoreandmorerestrictseriouslythedevelopmentoftheenterprise.Therefore,itisnecessarytocompletelyanalyzethecurrentsituationagain,aimattherival’sadvantageanddisadvantageinnewperiod,decidedlyadjustthecompetitionstrategy,thussetupanddevelopit’sowncorecompetencies,createtheabilityofdurativedevelopmentfortheenterprise.ThistextfirstlyintroducethecurrentcompetitionstrategyofHNMCC,expoundthebackgroundofthestrategy’sformation,thoroughanalyzetheproblemexistinthecompetitionstrategy,includingbrandstrategy,pricestrategy,channelmanagementstrategy,customerservicestrategy.InChapter3andchapter4,thistextusetheenvironmentfactoranalyticalmethodandSWOTanalyticalmethod,carryontheresearchtoexteriorandinnerenvironmentofHNMCC,analyzethesuperiorityandinferioritybetweencompanyandrival,pointingouttheaffectresultinfromtheenvironmentchangestoHNMCC.Accordingtotheanalysisabove,thistextstate:inordertokeepthedevelopmentabilityandthecompetitionabilitiescontinuously,thecompany’scurrentcompetitionstrategymustbeadjusted.Inchapter5,thistextputsforwardtheprincipleandtargetsofthecompetitionstrategyadjustment,schemethecompetitionstrategyadjustmentproject,andillustratethemeasurewhichmustbeIIIgreatlyguaranteedforinsuringtheprojecttocarryouttothepoint.Keyword:Hunanmobilecommunicationcompany;competitionstrategy;Corecompetencies;strategyadjustment651.172.120035105.145662.1102.2112.3173.1243.2253.3253.4263.5263.6384.1SWOT391______2111.11.1.1[1]ARPU21.1.21.1.2.1[2]1.1.2.21.21.2.1.“”3[3]12341.2.2501957(PhilipSelzick)(distinctivecompetence)2060(IgorAnsoff).(KenethAndrews)CorporateStrategy(Strengths)(Weaknesses)1978:(C.K.Prahalad)(GaryHamel)1990[4],::53123[3][6][7]1234561015[8]786SWOT1.3SWOT1.171.1822.11999872002403000142004GSM7322.5GGPRS[9]1450%80%GPRS152.1.1123IP17951IP/IPIPCMNET91GPRSWAP234GPRS2.1.2200356078%73%75.27%90.3%5.9721265.41%403518601861242.1.3200351ARPU789.73%401212003502003510055304305518147IP23782861385201101%58%0%6%5%0%11%19%2.1200352.22.2.140.91%50.84%ARPU102ARPU200412.140.91%6.66%1.59%50.84%ARPU()10259977120032004146020031115—2525[10]252003200441560131451125%200460.4%31.7%2.220032004415601314511256552882416534010731166416022.2.220032003CDMA25680.20/0.36/0.08/20031210.24/0.05/2003453+1[11]200315%2003200410%15%20049.99%2.2.31842-31200420%200451193685010862383852153180%132004200370%[12]200445622357139255%1.93.32.2.4186020001860/186118602003186018602003200414CI1860186018601860618602.2.5[13]ARPU152003200320034012198092%61%20032003CDMACDMACDMACDMACDMA2.32.3.1115/0.24/“”“”200410252003415601200431451125%1621460260020046.66%50.84%83[14]GCCC2.3.2117;[15]2105103432.32.325/30.2830.15/0.36/0.06/20/0.2230.11/GSM182.3.3119991162002443305134234%80%2.3.4119[16]220023005%20%100-30024%45%10071%35%2033.13.1.11234213.1.2[17],,3.23.2.122123452363.2.21[18]224[19]34[20]3.33.3.1200454244CDMA6023.2%15.7200361.5()112.14960.6226.7369.6620034“”43.262.743.553.13.1200136%57%7%200238%50%10%200339%47%12%253.23.314173.2199993.4%6.6%200084.5%15.5%200179.1%20.9%200273.8%26.2%200370.9%23.2%5.9%3.3200077.2%22.8%200170.9%29.1%200264.7%35.3%200360.5%18.5%21.0%3.3.22004244[21][22]263.43.4.12002200220048.155.3220022003200765753.419971998199920002001200220032004521054345815621967816959767482112037206521472197230023982533266016.8%18%15.1%4%6%3.519482520320245545380730799341834723777%4.74.65.56.816.818.015.16.86.8SIM27[23]56%38%6%“”STP3.4.22002-17.62003-0.83.61%2(%)3=(2)/(1)2002-2.748.08-17.62003-47.039.21-0.840%10%283.53.5.12002106120042003293.5.2ARPUARPU30WTO3144.14.1.1GSMCDMACDMA[24]CDMAGSM120MHz(10MHz10MHz)1000GSM2001000km2CDMA452CDMA25CDMA35%CDMA1.25MHz40CDMA10MHzCDMA644.8GSM30MHzCDMA2615.2GSM3GSMTDMACDMACDMA4CDMAGSM80%GSMGSM39CDMA1CDMACDMA322.5G3G,CDMA1XGSMGSMCDMACDMAGSM[25]CDMACDMA[26]GSMGSMCDMACDMAGSM2.75GCDMA20001XCDMA[27]CDMAGSM60CDMACDMAGSMGSMCDMACDMA2.5G/3GCDMAGSMGSMCDMACDMAGSM334.1.21(GSMCDMA)(IP)2CDMACDMAwapeCDMACDMA90%3“”[28]“”CDMA2.75GGSM4.1.31200323.2%70.9%CDMA34GSMCDMA226060855055%69%ARPU3e4.24.2.1PHS35[28]32K10GSM(3G)2107.62003“”43.262.743.554.2.236[29]70%4.2.3GSMCDMA3G3G3
本文标题:湖南移动公司竞争策略分析与调整研究
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