本文選題：大連聯(lián)通 + WLAN�。� 參考：《大連理工大學(xué)》2013年碩士論文

【摘要】：中國(guó)三大運(yùn)營(yíng)商3G網(wǎng)絡(luò)運(yùn)行進(jìn)入了第五個(gè)年度,五年來(lái),移動(dòng)通信寬帶需求和互聯(lián)網(wǎng)業(yè)務(wù)呈現(xiàn)爆炸式的增長(zhǎng),移動(dòng)蜂窩網(wǎng)面臨巨大的流量壓力,作為“管道工”的運(yùn)營(yíng)商網(wǎng)絡(luò)和運(yùn)營(yíng)管理不堪重負(fù),3G網(wǎng)流量與營(yíng)收增長(zhǎng)失衡。巨大的經(jīng)營(yíng)壓力面前,運(yùn)營(yíng)商迫切需要低成本、高吞吐的技術(shù)手段,緩解蜂窩網(wǎng)面臨的困境。WLAN網(wǎng)絡(luò)高吞吐、移動(dòng)性高、成本低、建設(shè)速度快,能有效地對(duì)移動(dòng)數(shù)據(jù)起到分流與減負(fù)作用。為實(shí)現(xiàn)移動(dòng)互聯(lián)網(wǎng)的無(wú)縫覆蓋,緩解3G網(wǎng)絡(luò)壓力,各運(yùn)營(yíng)商紛紛采用3G+WLAN的組合方式實(shí)施全國(guó)無(wú)線網(wǎng)絡(luò)覆蓋,中國(guó)移動(dòng)提出TD-CDMA+WLAN戰(zhàn)略,中國(guó)電信提出CDMA2000+WLAN戰(zhàn)略,中國(guó)聯(lián)通提出寬帶+WCDMA+WLAN戰(zhàn)略,WLAN業(yè)務(wù)建設(shè)運(yùn)營(yíng)成敗對(duì)中國(guó)聯(lián)通有重要的意義。 本文以中國(guó)電信體制改革后的3G運(yùn)營(yíng)為背景,圍繞大連聯(lián)通WLAN運(yùn)營(yíng)存在的問(wèn)題,通過(guò)調(diào)查研究,綜合運(yùn)用管理和營(yíng)銷等理論知識(shí),對(duì)大連聯(lián)通WLAN運(yùn)營(yíng)戰(zhàn)略研究進(jìn)行了探討,提出大連聯(lián)通WLAN運(yùn)營(yíng)戰(zhàn)略思路及實(shí)施建議。 文章首先對(duì)WLAN基本概念進(jìn)行介紹,借鑒了國(guó)外運(yùn)營(yíng)商WLAN運(yùn)營(yíng)經(jīng)驗(yàn),同時(shí)對(duì)國(guó)內(nèi)三大運(yùn)營(yíng)商WLAN業(yè)務(wù)的發(fā)展和現(xiàn)狀進(jìn)行了描述,并提出大連聯(lián)通WLAN運(yùn)營(yíng)存在的問(wèn)題。在戰(zhàn)略分析中,運(yùn)用PEST分析方法對(duì)大連聯(lián)通的外部宏觀環(huán)境進(jìn)行了分析；運(yùn)用波特五力模型對(duì)大連聯(lián)通產(chǎn)業(yè)環(huán)境做以分析；同時(shí)對(duì)大連聯(lián)通內(nèi)部資源和能力進(jìn)行了分析；在以上分析基礎(chǔ)上,運(yùn)用SWOT工具對(duì)大連聯(lián)通WLAN運(yùn)營(yíng)優(yōu)勢(shì)、劣勢(shì)、機(jī)遇、威脅進(jìn)行了歸納和SWOT矩陣構(gòu)造,并應(yīng)用競(jìng)爭(zhēng)戰(zhàn)略理論得出大連聯(lián)通WLAN運(yùn)營(yíng)戰(zhàn)略。最后在戰(zhàn)略實(shí)施中,對(duì)戰(zhàn)略實(shí)施的組織保障、建設(shè)保障、安全保障、服務(wù)保障進(jìn)行了論述,并運(yùn)用4P營(yíng)銷理論,從產(chǎn)品、價(jià)格、渠道和促銷四個(gè)方面對(duì)大連聯(lián)通WLAN市場(chǎng)營(yíng)銷策略進(jìn)行了闡述。
[Abstract]:China's three major operators have entered the fifth year of 3G network operation. In the past five years, the demand for mobile broadband communications and Internet services have exploded, and mobile cellular networks are facing enormous traffic pressure. As a plumber, the operator network and operation management are overwhelmed by the imbalance between 3G network traffic and revenue growth. Facing the huge operating pressure, the operators urgently need the technical means of low cost and high throughput to alleviate the plight of the cellular network. WLAN network has high throughput, high mobility, low cost and fast construction speed. It can effectively divert and reduce the load of mobile data. In order to realize the seamless coverage of mobile Internet and relieve the pressure of 3G network, operators have adopted the combination of 3G WLAN to implement national wireless network coverage. China Mobile has put forward TD-CDMA WLAN strategy and China Telecom has put forward CDMA2000 WLAN strategy. China Unicom proposes broadband WCDMA WLAN strategy and the success or failure of WLAN service construction is of great significance to China Unicom. Based on the 3G operation after the reform of China Telecom system and the problems existing in Dalian Unicom's WLAN operation, this paper discusses the strategy of Dalian Unicom's WLAN operation through investigation and research, using the theory knowledge of management and marketing. Put forward Dalian Unicom WLAN operation strategic thinking and implementation suggestions. This paper first introduces the basic concept of WLAN, draws lessons from the experience of WLAN operation of foreign operators, describes the development and present situation of WLAN services of three domestic operators, and puts forward the problems existing in Dalian Unicom's WLAN operation. In the strategic analysis, the paper analyzes the external macro environment of Dalian Unicom by pest analysis method, analyzes the industrial environment of Dalian Unicom by using Porter's five-force model, and analyzes the internal resources and capabilities of Dalian Unicom. On the basis of the above analysis, this paper sums up the advantages, disadvantages, opportunities and threats of Dalian Unicom WLAN operation by using SWOT tools and constructs SWOT matrix, and obtains the Dalian Unicom WLAN operation strategy by applying the theory of competitive strategy. Finally, in the implementation of the strategy, the paper discusses the organization, construction, security and service guarantee of the strategy implementation, and applies the 4P marketing theory, from the product, the price, The marketing strategy of Dalian Unicom WLAN is expounded from four aspects of channel and promotion.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F626

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本文編號(hào)：2110412