【摘要】：隨著近年來國內(nèi)通信行業(yè)不斷進行重組整合，目前已形成了移動、聯(lián)通、電信三家主要運營商全方位、全業(yè)務競爭格局。企業(yè)核心競爭力是企業(yè)獲得競爭優(yōu)勢的源泉，各個行業(yè)和企業(yè)都在尋求發(fā)展自己的核心競爭力，通信業(yè)也不例外。天津聯(lián)通作為天津歷史最久、經(jīng)營通信業(yè)務種類最為齊全的綜合通信運營商,如何在全面競爭的大環(huán)境中立足于競合理念，與時俱進不斷調(diào)整營銷思路，全面提升核心競爭力，已經(jīng)成為其生存與發(fā)展刻不容緩的關鍵所在。 本文首先總結(jié)了國內(nèi)外在競合理念、企業(yè)核心競爭力和營銷策略理論方面的研究成果，梳理出更適合于通信行業(yè)的概念體系，搭建理論框架。在研究過程中，從通信市場整體環(huán)境、競爭態(tài)勢和未來發(fā)展趨勢等方面，對通信行業(yè)基本情況分析進行分析，又結(jié)合作者的具體工作分析了天津聯(lián)通所處的市場環(huán)境，包括天津市通信行業(yè)發(fā)展趨勢、各運營商基本情況等方面的內(nèi)外部環(huán)境以及天津聯(lián)通的發(fā)展回顧與現(xiàn)狀，并運用波特五力分析模型及SWOT分析法對天津聯(lián)通所處的競爭環(huán)境和企業(yè)面臨的困難與機遇進行了重點分析。 在分析結(jié)論基礎上，本文從實際工作角度出發(fā)，結(jié)合國家在“三網(wǎng)融合”和“號碼攜帶”方面的相關政策，，在固定通信業(yè)務和移動通信業(yè)務兩個主要方向上展開論述，并提出了一套具備可操作性的詳細營銷措施，作為天津聯(lián)通核心競爭力全面提升的主要手段。此外，還從投資回報、平臺建設、IT支撐和自主創(chuàng)新等諸多方面進行了評估和安排，全面保障營銷措施的順利實施。
[Abstract]:With the continuous reorganization and integration of domestic communication industry in recent years, three major operators, mobile, Unicom and telecom, have been formed at present, all-round and full-service competition pattern has been formed. The core competence of enterprises is the source for enterprises to gain competitive advantages. All industries and enterprises are seeking to develop their own core competitiveness, and the communication industry is no exception. Tianjin Unicom, as the most comprehensive communication operator with the longest history and the most complete types of communication business, how to base itself on the idea of competition and cooperation in the overall competition environment, keep pace with the times and adjust the marketing thinking, and promote the core competitiveness in an all-round way. It has become the key to its survival and development. Firstly, this paper summarizes the domestic and foreign research achievements on the concept of competition and cooperation, the core competence of enterprises and the marketing strategy theory, combs out the concept system which is more suitable for the communication industry, and sets up the theoretical framework. In the course of the research, this paper analyzes the basic situation of the communication industry from the aspects of the overall environment of the communication market, the competitive situation and the future development trend, and analyzes the market environment of Tianjin Unicom in combination with the author's specific work. Including the development trend of Tianjin communication industry, the internal and external environment of each operator and the development review and present situation of Tianjin Unicom. By using Porter's five forces analysis model and SWOT analysis method, this paper analyzes the competitive environment and the difficulties and opportunities faced by Tianjin Unicom. On the basis of the analysis and conclusion, this paper discusses the two main directions of fixed communication service and mobile communication service from the point of view of practical work, combining with the relevant policies of the state in the aspects of "three networks convergence" and "number carrying", and discusses the two main directions of the fixed communication service and the mobile communication service. And put forward a set of operational detailed marketing measures, as Tianjin Unicom core competitiveness overall promotion of the main means. In addition, from the return on investment, platform construction, IT support and independent innovation and many other aspects of evaluation and arrangement, to ensure the smooth implementation of marketing measures.
【學位授予單位】：天津大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F626

【參考文獻】

相關期刊論文 前2條

1 孫利輝,徐寅峰,李純青;合作競爭博弈模型及其應用[J];系統(tǒng)工程學報;2002年03期

2 白津夫;核心競爭力:理論與戰(zhàn)略問題[J];學習與探索;2003年01期

本文編號：2430804