本文關(guān)鍵詞：SZ公司電信業(yè)務(wù)發(fā)展戰(zhàn)略研究　出處：《華南理工大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：現(xiàn)階段，中國(guó)三大電信運(yùn)營(yíng)商競(jìng)爭(zhēng)日趨激烈，紛紛搶占移動(dòng)通信終端的市場(chǎng)份額，導(dǎo)致傳統(tǒng)分銷渠道日漸萎縮。而三大運(yùn)營(yíng)商各有各的特色與優(yōu)點(diǎn)：中國(guó)移動(dòng)短期內(nèi)的地位無法撼動(dòng)，電信和聯(lián)通之間有比較的懸念。電信和聯(lián)通都采取固話移動(dòng)捆綁銷售，但電信對(duì)消費(fèi)者的吸引力大：價(jià)格方面，，由于聯(lián)通的G網(wǎng)主要是低端用戶，忠誠(chéng)度低，對(duì)價(jià)格的敏感性將更大；價(jià)值方面，中國(guó)電信與CDMA捆綁后更能體現(xiàn)其在家庭市場(chǎng)的突出優(yōu)勢(shì)。經(jīng)過近三年的發(fā)展，三家運(yùn)營(yíng)商都制定了自己的手機(jī)戰(zhàn)略。中國(guó)聯(lián)通憑借成熟的WCDMA產(chǎn)業(yè)鏈，制定了左安卓、右蘋果、給力中低端的戰(zhàn)略。中國(guó)電信后發(fā)制人、以大手筆搶灘登陸的方法，堅(jiān)定地走上定制化之路，加大在社會(huì)化渠道的銷售力度。中國(guó)移動(dòng)發(fā)力高端旗艦機(jī)，轉(zhuǎn)戰(zhàn)WLAN。在上述大環(huán)境下，傳統(tǒng)的移動(dòng)通信終端國(guó)代經(jīng)銷商、省代經(jīng)銷商紛紛進(jìn)行轉(zhuǎn)型升級(jí)，在配合運(yùn)營(yíng)商發(fā)展的工作上摸索最適合自己的道路。 SZ公司是國(guó)有大型商貿(mào)企業(yè)的全資子公司，總公司在國(guó)內(nèi)移動(dòng)通信終端產(chǎn)品銷售領(lǐng)域始終保持領(lǐng)先地位。作為分公司，SZ公司主要負(fù)責(zé)CDMA網(wǎng)絡(luò)手機(jī)分銷業(yè)務(wù)，在銷售規(guī)模、代理品牌、網(wǎng)絡(luò)覆蓋、運(yùn)營(yíng)商服務(wù)等方面均取得了較好業(yè)績(jī)。與中國(guó)電信GD公司有著密切而深入的合作。本論文對(duì)SZ公司的運(yùn)營(yíng)情況作分析：在電信運(yùn)營(yíng)商高速發(fā)展的情況下，未來幾年將是公司發(fā)展的關(guān)鍵時(shí)期，也是公司實(shí)現(xiàn)品牌擴(kuò)張、規(guī)模經(jīng)營(yíng)的戰(zhàn)略機(jī)遇期。在此條件下，研究和制定合理有效的公司發(fā)展戰(zhàn)略顯得尤為重要。論文對(duì)公司發(fā)展面臨的外部環(huán)境內(nèi)部資源及主要業(yè)務(wù)能力進(jìn)行全面、系統(tǒng)的分析，確立公司發(fā)展經(jīng)營(yíng)方向，明確SZ公司必須深入推進(jìn)C網(wǎng)手機(jī)分銷業(yè)務(wù)主業(yè)提升核心競(jìng)爭(zhēng)能力、調(diào)優(yōu)經(jīng)營(yíng)產(chǎn)品結(jié)構(gòu)拓展輔助經(jīng)營(yíng)方向、調(diào)優(yōu)經(jīng)營(yíng)產(chǎn)品結(jié)構(gòu)拓展輔助經(jīng)營(yíng)方向、整合優(yōu)質(zhì)優(yōu)勢(shì)資源構(gòu)建市場(chǎng)戰(zhàn)略聯(lián)盟等等，同時(shí)，制定合理的人才管理、企業(yè)文化戰(zhàn)略實(shí)施對(duì)策與保障措施。
[Abstract]:At this stage, Chinese three telecom operators increasingly fierce competition, have to seize the mobile terminal market share, resulting in the traditional distribution channels shrinking. While the three operators each have different characteristics and advantages: in the short term can not shake the position of China Mobile, China Telecom and China Unicom are comparablebetween suspense Telecom and China Unicom have taken. Fixed mobile bundles, but attractive to consumers: big telecom price, because Unicom G is the low-end users, loyalty is low, the price sensitivity will be greater; the value of China Telecom, and CDMA is bound to better reflect its prominent advantages in the domestic market. After nearly three years of development, three operators have developed their own mobile phone strategy. Chinese Unicom with the maturity of WCDMA industry chain, making the right Zuo Anzhuo, apple, awesome low-end strategy. China Telecom striking, with hands Method of pen landing, firmly on the customized Road, increase in social channels sales efforts. China Mobile's high-end flagship, he moved to WLAN. in the environment, the mobile communication terminal in the generation of traditional distributors, dealers have to upgrade, generation, groping in the operator with the development work of the suitable for their own road.
SZ company is a large state-owned commercial enterprises wholly owned subsidiary of the company in the domestic mobile communication terminal products always maintain the leading position. As the branch, SZ company is mainly responsible for the CDMA mobile phone network distribution business, the scale of sales, agent brand, network operators, service and so on have achieved good results. Close and in-depth cooperation with the China Telecom of GD company. This paper analyzes operation situation of SZ company: telecom operators in the rapid development of the situation, the next few years will be a crucial period for the development of the company, the company is also the brand expansion, the scale of operation of the strategic opportunity period. Under this condition, research and development reasonable and effective corporate development strategy is particularly important. The external environment internal resources of the company is facing and the main business to conduct a comprehensive, systematic analysis, the establishment of the company by the development of The direction, clear SZ company to further push the CDMA mobile phone industry distribution business to enhance the core competitive ability, expand the product structure management optimization auxiliary direction of management, product structure management optimization expand auxiliary business direction, the integration of high quality resources to build the market strategic alliance and so on, at the same time, personnel management, enterprise culture strategy implementation countermeasures and safeguards.

【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F626

【參考文獻(xiàn)】

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