甘肅聯(lián)通3G發(fā)展戰(zhàn)略研究
發(fā)布時間：2018-10-25 08:32
【摘要】：隨著3G時代市場競爭的愈演愈烈,目前中國通信運營商已經形成了中國電信、中國聯(lián)通、中國移動三足鼎立之勢。甘肅聯(lián)通在這樣的形勢下將要用怎樣的競爭策略與甘肅移動、甘肅電信抗衡,實現(xiàn)“三分天下有其一”的戰(zhàn)略目標成為一個值得研究的課題。 本文以戰(zhàn)略管理理論、競爭理論為基礎,運用PEST、SWOT分析方法,對當前甘肅聯(lián)通的外部宏觀環(huán)境、產業(yè)環(huán)境以及內部環(huán)境進行分析。運用PEST工具分析了3G時代甘肅聯(lián)通外部宏觀環(huán)境,主要分析甘肅聯(lián)通的相關行業(yè)政策、經濟環(huán)境、社會環(huán)境以及技術標準等；通過波特五力模型,分析3G時代甘肅聯(lián)通發(fā)展的行業(yè)環(huán)境,主要從競爭對手運營情況、潛在進入者情況、替代品威脅情況、顧客討價還價能力以及供應商議價能力等方面進行分析；對甘肅聯(lián)通的內部環(huán)境進行分析,主要從3G業(yè)務及產品、3G市場營銷、企業(yè)人力資源狀況、客戶關系管理等方面進行分析。進而運用SWOT分析工具,判定得出3G時代甘肅聯(lián)通的優(yōu)勢、劣勢、機遇及挑戰(zhàn),進一步優(yōu)化提出了甘肅聯(lián)通3G業(yè)務發(fā)展的戰(zhàn)略方案。最后,為確保甘肅聯(lián)通3G業(yè)務發(fā)展戰(zhàn)略的實施,提出了甘肅聯(lián)通3G戰(zhàn)略實施策略,主要是從目標用戶的細分、業(yè)務選擇的策略、網絡優(yōu)化的策略、市場營銷的策略等方面進行分析。本文通過對甘肅聯(lián)通在3G時代的戰(zhàn)略研究,對甘肅聯(lián)通的持續(xù)健康發(fā)展具有一定的意義
[Abstract]:With the increasingly fierce market competition in the 3G era, China Telecom, China Unicom and China Mobile have formed a three-step trend. Under such situation, what kind of competitive strategy will be used by Gansu Unicom to compete with Gansu Mobile and Gansu Telecom, and to realize the strategic goal of "three parts of the world have one" has become a topic worthy of study. Based on the theory of strategic management and the theory of competition, this paper analyzes the external macro environment, industrial environment and internal environment of Gansu Unicom by using PEST,SWOT analysis method. Using PEST tools to analyze the external macro environment of Gansu Unicom in 3G era, mainly analyzing the relevant industry policies, economic environment, social environment and technical standards of Gansu Unicom. This paper analyzes the industry environment of Gansu Unicom's development in 3G era, mainly from the aspects of competitors' operation, potential entrants, the threat of alternatives, the bargaining power of customers and the bargaining power of suppliers. This paper analyzes the internal environment of Gansu Unicom, mainly from the aspects of 3G business and products, 3G marketing, enterprise human resource situation, customer relationship management and so on. Then, by using SWOT analysis tools, the author determines the advantages, disadvantages, opportunities and challenges of Gansu Unicom in 3G era, and further optimizes the strategic plan of Gansu Unicom 3G business development. Finally, in order to ensure the implementation of the 3G business development strategy of Gansu Unicom, this paper puts forward the implementation strategy of Gansu Unicom 3G strategy, mainly from the target user segmentation, service selection strategy, network optimization strategy. Marketing strategy and other aspects of the analysis. Through the strategic research of Gansu Unicom in the 3G era, this paper has certain significance for the sustainable and healthy development of Gansu Unicom.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F626
本文編號：2293171
[Abstract]:With the increasingly fierce market competition in the 3G era, China Telecom, China Unicom and China Mobile have formed a three-step trend. Under such situation, what kind of competitive strategy will be used by Gansu Unicom to compete with Gansu Mobile and Gansu Telecom, and to realize the strategic goal of "three parts of the world have one" has become a topic worthy of study. Based on the theory of strategic management and the theory of competition, this paper analyzes the external macro environment, industrial environment and internal environment of Gansu Unicom by using PEST,SWOT analysis method. Using PEST tools to analyze the external macro environment of Gansu Unicom in 3G era, mainly analyzing the relevant industry policies, economic environment, social environment and technical standards of Gansu Unicom. This paper analyzes the industry environment of Gansu Unicom's development in 3G era, mainly from the aspects of competitors' operation, potential entrants, the threat of alternatives, the bargaining power of customers and the bargaining power of suppliers. This paper analyzes the internal environment of Gansu Unicom, mainly from the aspects of 3G business and products, 3G marketing, enterprise human resource situation, customer relationship management and so on. Then, by using SWOT analysis tools, the author determines the advantages, disadvantages, opportunities and challenges of Gansu Unicom in 3G era, and further optimizes the strategic plan of Gansu Unicom 3G business development. Finally, in order to ensure the implementation of the 3G business development strategy of Gansu Unicom, this paper puts forward the implementation strategy of Gansu Unicom 3G strategy, mainly from the target user segmentation, service selection strategy, network optimization strategy. Marketing strategy and other aspects of the analysis. Through the strategic research of Gansu Unicom in the 3G era, this paper has certain significance for the sustainable and healthy development of Gansu Unicom.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F626
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