爱立信公司中国市场战略研究

上海交通大学硕士学位论文爱立信公司中国市场战略研究姓名：杨晓健申请学位级别：硕士专业：工商管理指导教师：唐宗明20090111MBA2MBA3MBA4PETSIFAEFASSWOTMBA5THEREARCHOFERICSSONCHINAMARKETINGCOMPETITIONSTRATEGYAbstractChinesetelecomindustryhasemergedwithenormouschangesinrecentyears.Thechangesaremainlytakingplaceinthefollowingareas:firstly,mobiletelecommunicationhasbecomethemostimportantareaoftelecomindustryastheresultsofglobalization;secondly,Chinesegovernmenthasdecidedtoestablishafirmstandonintellectualproperty,whichleadtopolicychanginginthecompetitionarea;thirdly,thelong-runmonopolystatusofChinesetelecomindustryhaschanged,whichgivesanewlookofthewholemarket;lastly,flattenworldincreasesthespreadingspeedoftechnology,Chinesevendorsbecomethegreatpowertothemarket.EricssonChinaisoneofthefirstforeigntelecomequipmentprovidershadbusinessinChina,itisnecessarytotakearefreshobservationonthechangesinthisbusiness.ThisarticlewasbasedonPETSandFive-ForcemethodstoanalysistheexternalconditionsforEricssonChinaBusiness,includingthediscussionofChineseMobileOperator’sbargainpower,EricssonChina’scompetitionstatus,alternativesolutionsandnewcomeranalysis.ThenuseIFASandEFAStoconcludeEricssonChina’sSWOTmatrix.Also,gametheory,casestudyandmarketforecastmethodsareadoptedtogiveoutpracticalsuggestionsattheend.Duringtheprocessofwritingthisarticle,mymentor,professorTangZongmingfromAntaiBusinessSchoolgavemealotofhelpfulinstructionsthoseinstructionswerefromthetheorytocasestudy,coveringeveryareaofthisstudy.HerenthusiasticguidanceexpandedmyvisionandImightnotbeabletoachievethiswithouther.Iwoulddevotethisarticletoherasmymostsinceregrace.KEYWORDS:MobileTelecommunication,GameTheory,Competition,MBA6MarketStrategyMBA811.1GDP3%30%2006.918764035GSM/GPRS/EDGE40WCDMA200718802086310344200730%20%--MBA91.2SWOTIFAS/EFASSWOTSPSSCrystalBall12PETSMBA103423SWOT520081.3MichaelE.Porter80SCPSstructure-Cconduct-Pperformance-1985SWOTS-strengthW-weaknessO-opportunityT-threatenSWOTSWOTPOWERSWOTMBA11P-personalexperienceO-strengthOrweakness/opportunityOrthreatenW-weightE-emphasizedetailsR-rankingandprioritizeSWOTSWOTJ.DavidHungerIFASInternalFactorsAnalysisSummaryEFASExternalFactorsAnalysisSummaryPOWERSWOTSWOT2040~501001982380IBM20007.519971119954.25SPSSStatisticalPackagefortheSocialSciencesCrystalBallMicrosoftWindowsExcelSolverSPSSSPSS2060SPSS25MBA12SPSSSPSS13SPSSSPSSBaseAdvancedModelsRegressionModelsTablesTrendsCategoriesConjointExactTestsMissingValueAnalysisMapsCrystalBallDecisioneeringMicrosoftWindowsExcelMonteCarloCB40050040SPSSCrystalBall1944TheoryofGamesandEconomicBehavior1950.NashequilibriumMBA1322.12.1.1PETSPETSPoliticalEconomicTechnologySocial1.PoliticalWCDMACDMA2000TD-SCDMAWCDMAMBA14WCDMAHSPA3GPP200712HSPA185CDMA200020%5TD-SCDMA7SP2.EconomicSocial2001-20052020102008522945862%MBA153.TechnicalTACS1987TACS12200%20018GSMCDMACDMAGSM1994GSMGSMCDMA3CDMA1997GSM2006GSM2346200715GSM76%80%GSMCDMA2GSMCDMACDMA80%CDMACDMACDMA10CDMA3GMBA16TD-SCDMATD-SCDMATDDTD-SCDMAWCDMACDMA2000B3GBeyond3G3GTD-SCDMAWCDMACDMA2000WCDMATD-SCDMACDMA2000WCDMA3GTD-SCDMAWCDMACDMA20002.1.2PEST2005132008MBA1712005-2012FIGURE1TelecomSubscriberDevelopmentandForecastfrom2005to2012(Millions)1997717100010110200443%200647.3%200750.92007200723GTD-SCDMA200881990MBA1819947192000GSMCDMA200882008CDMACDMAITTD-SCDMACDMAMBA192.2••MBA2GSMGSMCDMACDMACDMAMBA20OPEXGSMCDMA2007--6••••••19992MBA212.32007450%2417171-2007134214.66%8.66%23.32%30%•2G/GSM3G/WCDMAFlexi•••3GWCDMAWCDMA3G3GWCDMA198880000122007MBA2212520200733.2%31%2200772%CurrentAnalysisCompanyAssessmentHuawei2008May-13GSM2G200314%5%7%3GGoodman&MyersETSI3G2G2.43GTD-SCDMAWiMaxTD-SCDMA3G3GWCDMACDMA2000Ev-DoTD-SCDMA2006MBA232008TD-SCDMATD-SCDMA3G3GTD-SCDMA123GTD-SCDMATD-SCDMA2G71%TD120088G/CTable1TheComparisonoftheSubscribersofChinaMobileandChinaUnicom(GSM/CDMA)(Aug.2008)TD-SCDMAHARQTD-SCDMA27%GSM46%20083GTD-SCDMA3GITU200710WiMax3GWiMaxWiFiWiFi3GWiMax3GWiMaxWiMaxWiMaxWiMaxTDDTD-SCDMATD3GMBA243GTD-SCDMA2.5ITLMABEricssonGeneralElectricCo.22004-2007Table2TheComparisonoftheRawMaterialsCostbetweenEricssonandGE(2004-2007)32004-2007Table2TheComparisonoftheR&DCostbetweenEricssonandGE(2004-2007)MBA252007RawMaterialTotalRevenue1,108(MUSD)/29,050(MUSD)=0.0387,893(MUSD)/172,738(MUSD)=0.04630%200735.6%0Intangibles200715.1%20082.6MBA262.6.1198731987~1995TACS2ABABABTACSAB1995~2004GSM/CDMAForeignDirectInvestmentFDIBellAlcatelNokiaSiemensNortelSamsungATTEdwardChamberlinHavardUniversityPressTheTheoryofMonopolisticCompetitionMBA272FIGURE2Price-DemandRelationshipsinElasticMarketITGSM200420088CDMA6.9CDMA140405%10%10020002008CDMA200319%20077%14%5%MBA2820062007GSM2006200632006FIGURE3MarketSharein2006MobileInvestmentBidding(byvendors)20062007GSM19.7%20%10%200614%23.6%3%10%2008200720082.6.2MBA291.2.3.4.35.1~104Table4WeightEvaluationoftheFive-ForceModelinMobileIndustry4FIGURE4RadarChartofMobileEquipmentIndustryFive-ForceMBA30MBA313SWOT3.114050207090801990GSM/GPRS2G/GSM402.5G/GPRS50%209010352000200238%200362003G403G/WCDMAMBA322007200520071.2.1619953511004000200855003.EMP2.5G/3G2004303GTCLEMP20088TD-SCDMA(WCDMA)MBA334.2002850VoIP3.21.3GPP2003CDMAWCDMA/HSP