南凌科技无线数据业务战略规划

上海交通大学硕士学位论文南凌科技无线数据业务战略规划姓名：陈树林申请学位级别：硕士专业：工商管理指导教师：顾孟迪200503041.5GPRSCDMA3GITNGN3GWLAN(P-WLANO-WLAN)INTERNETVOIP5SWOTTHESTRATEGICPLANNINGOFNOVAWIRELESSDATASERVICEABSTRACTInfast-growingChinesemobilecommunicationmarket,Voiceanddataservicesdominatethemarket.Inmobilevoiceservicemarket,ChinaMobileandChinaUnicomarethetwoimportantoperatorsandcompetitors.Inmobiledataservicemarket,servicesconcentrateonsomelow-levelapplicationslikeSMS.WiththenetworkconstructionofGPRS,CDMA,3Gandtheirputintooperation,thewirelessdataservicewhichenablesthemultimediatransmissionwillenterintothemainstreammarket.Howtoenterthewirelessdataservicemarket,howtoescalatefromlow-leveltohigh-levelapplication,andhowtomakethemarketingstrategy,theseareallimportantquestionsNovamustanswer.InChapterOne,thecurrentmarketsituationsanddevelopingtrendsareanalyzed.Asacorepartofinformationindustry,thetelecomindustryisoneofthemostfastgrowingindustriesintheworld.Thecontinuingconvergenceofinformationandcommunicationtechnologyenablescontinuousbirthsofnewtelecomapplications.NGNisdeemedtobetheinevitabledevelopingdirection,andnewvalue-addedservicesbecomethenew-roundwarfield.Thetelecomindustrychainhascomeintoshapeandwillbemoreandmoreclearasacollaborationmode.Inthewirelessdataservicemarket,howtoachievebothconvenienceandsecurityisthekeytowinthemarket.3Ggetsmoreandmorehot,operatorslaytheirhopesonthehigh-speedInternetaccesscapabilityofWALAN(P-WLAN/O-WLAN).Themobilecommunicationindustrychainisshapinganddeepeningwiththegrowthofwirelessservice.Thewirelessdataservicewilldeveloptowardsuchdirectionsaslargercommunicationscope,smallerandlowerpower-consumptiondevice,fastercommunicationspeed,andstrongercommunicationfunction.InChapterTwo,thedevelopmentofwirelessdataserviceofNovaisstrategicallyanalyzed.Basedontheinvestigationandanalysisoftheoverallwirelessdataservicemarket,Nova’sdevelopmentstrategyisplanned.Thatis,Nova’slocationintheindustrychainwillbethewirelessvalue-addedserviceprovidertargetingatenterprisecustomerstoprovidethewirelessdatasolutionsandintegratedservices.Thecompany’smissionistobecometheleadingcompanyinenterprisewirelessdatavalue-addedservicefieldinfiveyears.Inthischapter,thelong-termandshort-termstrategictargetofNovaarealsostated,andNova’sSWOTisanalyzed.Finally,theprospectofNova’swirelessdataserviceisanalyzed,includingtheinvestmentreturnandriskanalysis.InChapterThree,thecompetitioncompetenceofNovaonthewirelessdataserviceinrespectoftechnology,networkplatform,brand,fund,organizationstructureandhumanresourcesisanalyzed.HerethecompetitioncompetenceanalysismodelisutilizedtoreachtheconclusionthatNovahasadvantagesonserviceexperiencesandorganizationstructure,butsomewhatweekonhumanresourcesandnewtechnologydevelopment.InChapterFour,thecompanymarketingandoperationstrategyandexecutionplanningismappedout,andthemarketingtargetisstated.TheproblemsNovaisfacingarelowcapabilityofdevelopingnewvalue-addedservicesandlowservicequality.Aimingatthissituation,themarketingtargetandstrategyismadeandthesevenkeymarketingfactors,i.e.product,salespromotion,priceandchannel,personnel,processandservice,areanalyzed.ThetargetistopromotetheservicebrandofNovathroughaseriesofmarketingandoperationstrategyexecution.KEYWORDS:strategicplanning,industrialanalysis,productstrategy,marketingstrategy200534200534200534EMBA3911216GDP20041-94272.711.8%3862.112.8%2ITITITITITITIT3EMBA3921-1410120199710EMBA3934CDMA3G51999NTTDoCoMoimodeDoCoMoATTimodemmodeEPlusKPNBASEWINDimodeSPCPSP1“EMBA394————”“————————”“”“”21●PIMPresenceLBSIMEMBA395●●3G22-1xDSLCableModemPowerlineEthernetFTTx3.5G3.8GLMDSEMBA396WLANADSLVDSLCableModem2-235GLMDS3.8GWLANTDM-TDM-TDM30MHz2100MHz2125MHz2.4GHz;83.5MHz;5.8G;125MHzFDDFDDTDDTDD3///VPMN//1996/EMBA3971CDPDDATATACMotientGSM/CDMACDPD2004802.11bWI-FI802.11b802.11g802.11g802.11b5.4GGSM/CDMAGSM2.5GSMSGSM2.5G3G2Yankee200447005804103.672.6200440,,Internet,,VPN33GWLAN(P-WLANO-WLAN)INTERNET361303GWCDHA127CDMA200032004540WCDHA20CDMA20001XEV-D01733Gl400WCDMA72G3G2G2.5GARPU2G2.5G15EMBA3982G3G3G2G2G2G3G2G19993G4GMobileOneWCDMA3GStarHubMobile3G20013G3G3G3G3G3GWLAN(P-WLANO-WLAN)INTERNET3G3G3G3G4LocalAreaNetworkLANWEPWEP2DSLVPN(802.1x)1WIFI/WIFI/WIFIEMBA399WIFIWIFI2WIFIWIFI2-3IntelWi-MAX502-11G280MbpsWi-MAXIEEE802.163:BluetoothBluetoothWPAN(WirelessPersonalAreaNetwork)WLANWLAN5-10BluetoothBluetoothWLANWLANRFIDRFIDRFIDRFIDRFIDMobilSpeedPassDexitDebitExpressZigBeeZigBeeZigBeeZigBeeZigBee/ZigBee/4MP3UltrawidebandUWB480MbpsUWB10UWBIEEEXtremeSpectrumMBOAEMBA39105Mobile-FiMobile-WiFiWi-fiMobile-FiIEEE802.20Mobile-Fi1-4Mbps103G500Mobile-FiWiMAX6(3G/4G)/GPRS171KbpsCDMA1XRTT144-307Kbps802.11b11Mbps3GEnhancedEDGEWCDMA2M-10Mbps100MbpsVoIPVoIP/ITEMBA391112-1EMBA3912SMS2-12-1EMBA3913SMS2-22-21232EMBA39142-32-3SMSSMSEMBA3915312-4IP2-42-42-1EMBA39162-52-5EMBA3917SMS3GGPSE-mail2GPRSCDMA384kbpsATMPOSEMBA39181E-mailWirelessCorporateSurvey200282%E-mail79%;InternetInternetE-mailInternetIntranetWeb(PIM)(FSA)(SFA)(CRM)1E-mailInternet/23ERPCRM/12123EMBA391922-612(100//)3456(VPN)CDMA1X110Kbp/s307Kbp/sCDMA1XEV500Kbp/s2.4Mbp/sWCDMA500Kbp/s2