本文選題：龍崗移動 + 通信市場��； 參考：《蘭州大學(xué)》2013年碩士論文

【摘要】：自2008年國家開始對通信行業(yè)進(jìn)行重組以來,經(jīng)過三年的發(fā)展,我國通信行業(yè)已經(jīng)形成中國移動、中國聯(lián)通、中國電信三足鼎立的競爭格局,整個行業(yè)進(jìn)入了全業(yè)務(wù)運(yùn)營時代。中國電信公司作為傳統(tǒng)的通信企業(yè),在歷史地位、企業(yè)文化、市場形象等方面具備優(yōu)勢,在渡過重組的整合期與適應(yīng)期后,強(qiáng)勢進(jìn)入移動通信市場；中國聯(lián)通公司在出售C網(wǎng)后以充裕的資金進(jìn)行網(wǎng)絡(luò)升級,一改網(wǎng)絡(luò)信號不穩(wěn)定的負(fù)面形象,并且率先落下明星終端的棋子,展示了強(qiáng)大的運(yùn)營實(shí)力,在這種背景下,中國移動通信集團(tuán)廣東有限公司深圳龍崗分公司面臨高端客戶不斷流失,市場占有率呈現(xiàn)下降趨勢,業(yè)務(wù)發(fā)展難度加大等一系列問題,因此龍崗移動公司需要有所改變、有所突破,在競爭環(huán)境中努力保持既有市場份額與業(yè)務(wù)收入,并尋找新的發(fā)展契機(jī)。在這樣的新局面之前,如何在如此激烈和負(fù)責(zé)的競爭環(huán)境中制定出適合龍崗移動公司的競爭戰(zhàn)略,從而推動龍崗移動公司的發(fā)展并保持已有的市場競爭力優(yōu)勢,是本文的研究目的。 本文對競爭戰(zhàn)略的相關(guān)理論進(jìn)行了闡述,在分析中運(yùn)用SWOT分析方法、外部因素評價(jià)矩陣法、內(nèi)部因素評價(jià)矩陣法、五力模型、優(yōu)序?qū)Ρ确ǖ裙ぞ邔垗徱苿拥母偁帒?zhàn)略選擇進(jìn)行分析,結(jié)合公司的實(shí)際情況建立了企業(yè)的競爭戰(zhàn)略對策和建議：(1)優(yōu)化通信網(wǎng)絡(luò),創(chuàng)新3G技術(shù),保持在網(wǎng)絡(luò)上的核心優(yōu)勢,向客戶提供更豐富的全業(yè)務(wù)產(chǎn)品與服務(wù)內(nèi)容。(2)鎖定個人、集團(tuán)、家庭市場客戶群體,深挖存量客戶價(jià)值,穩(wěn)定2G市場,爭奪3G新增市場份額。(3)以市場為導(dǎo)向優(yōu)化組織架構(gòu),建立學(xué)習(xí)型、創(chuàng)新型團(tuán)隊(duì),提升人力資源價(jià)值,強(qiáng)化渠道運(yùn)營能力,成為卓越的以市場價(jià)值為導(dǎo)向的通信運(yùn)營企業(yè)。在提出戰(zhàn)略后針對戰(zhàn)略的實(shí)施提出了可行性的分析和保障性的措施。 本文的研究成果即可作為龍崗移動公司企業(yè)競爭戰(zhàn)略選擇與實(shí)施的應(yīng)用,又可作為同類通信企業(yè)公司在國內(nèi)市場進(jìn)行競爭戰(zhàn)略選擇的參考。
[Abstract]:Since the country began to restructure the communications industry in 2008, after three years of development, China Mobile, China Unicom, China Telecom has formed a three-pronged competition pattern, the entire industry has entered the era of full-service operation. As a traditional communication company, China Telecom Company has advantages in historical position, enterprise culture, market image and so on. After going through the period of integration and adaptation of reorganization, China Telecom Company has entered the mobile communication market strongly. After the sale of the C network, China Unicom upgraded the network with ample funds, changed the negative image of the unstable network signal, and took the lead in dropping the chess pieces of the star terminal, showing its strong operational strength. Under this background, The Shenzhen Longgang Branch of China Mobile Communications Group Guangdong Co., Ltd. is facing a series of problems, such as continuous loss of high-end customers, declining market share, increasing difficulty in business development, and so on. Therefore, Longgang Mobile Company needs to change somewhat. Break through, strive to maintain the existing market share and business revenue in the competitive environment, and look for new development opportunities. Before such a new situation, how to formulate a competitive strategy suitable for Longgang Mobile Company in such a fierce and responsible competitive environment, so as to promote the development of Longgang Mobile Company and maintain its existing competitive edge in the market. It is the purpose of this paper. In this paper, the relevant theories of competitive strategy are expounded. In the analysis, the SWOT analysis method, the external factor evaluation matrix method, the internal factor evaluation matrix method, the five-force model are used. This paper analyzes the competitive strategy choice of Longgang Mobile by means of superior order contrast method, establishes the competitive strategy countermeasures and suggestions of the enterprise according to the actual situation of the company, and optimizes the communication network, innovates the 3G technology, and maintains the core advantage on the network. To provide customers with a richer content of full-service products and services.) to lock in individual, group, family market customer groups, dig deep stock customer value, stabilize 2G market, compete for 3G new market share. To establish a learning-oriented, innovative team, enhance the value of human resources, strengthen the channel operation ability, become an outstanding market value oriented communication operation enterprises. After putting forward the strategy, the paper puts forward the feasible analysis and safeguard measures for the implementation of the strategy. The research results of this paper can be used as the application of the competitive strategy selection and implementation of Longgang Mobile Company, and also as a reference for the competition strategy choice of the similar communication companies in the domestic market.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272;F626

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 張立,王學(xué)人;制度創(chuàng)新:中國電信業(yè)應(yīng)對入世的戰(zhàn)略選擇[J];重慶郵電學(xué)院學(xué)報(bào)(社會科學(xué)版);2002年02期

2 夏俊;21世紀(jì)電信競爭政策[J];世界電信;2005年02期

3 毛晶瑩;透視我國電信業(yè)競爭策略的演變[J];商業(yè)時代;2005年06期

4 陳凱;中國移動VS中國聯(lián)通[J];通信企業(yè)管理;2005年08期

5 趙曉鈴;電信企業(yè)的成本特點(diǎn)及控制策略[J];通信企業(yè)管理;2005年09期

6 閉樂華;從五力模型看電信業(yè)的進(jìn)入障礙[J];通信企業(yè)管理;2005年10期

，

本文編號：1889781