济南移动品牌化市场竞争战略设计与实施
发布时间：2018-08-25 08:51
【摘要】： 中国电信行业的重组已经拉开序幕,为了能够在激烈的市场竞争中立于不败之地,济南移动公司作为中国移动通信集团山东有限公司的分公司,需要在集团公司和山东省公司的总体战略的指导下,结合自身品牌选择适合自己发展的竞争战略,来实现自己的发展目标。 本论文分为七个部分,首先提出了本论文研究的目的、意义和研究思路。然后论述了企业竞争战略的基本理论和国内外的研究成果,再通过价值链理论分析了济南移动的内部资源和能力分析,从整体上把握了济南移动的竞争优劣势。然后进一步分析了济南移动的外部环境,对当今的竞争态势和发展方向提出了自己的看法,继而分析了济南移动的竞争对手,主要是济南联通公司。通过分析,制定了新的战略目标和战略方法,提出了具体的实施办法和考核目标,得出目前制定的战略的可行性和优越性。
[Abstract]:The restructuring of China's telecommunications industry has already begun. In order to be able to stand in an invincible position in the fierce market competition, Jinan Mobile Company is a subsidiary of China Mobile Communications Group Shandong Co., Ltd. Under the guidance of the overall strategy of the group company and the Shandong company, we should combine our own brand to choose the competitive strategy suitable for our own development to realize our own development goal. This paper is divided into seven parts. Firstly, the purpose, significance and research idea of this paper are put forward. Then it discusses the basic theory of enterprise competitive strategy and the domestic and foreign research results, then analyzes the internal resources and capability of Jinan Mobile through the value chain theory, and grasps the competitive advantages and disadvantages of Jinan Mobile as a whole. Then it further analyzes the external environment of Jinan Mobile, puts forward its own views on the current competition situation and development direction, and then analyzes the competitors of Jinan Mobile, mainly Jinan Unicom Company. Based on the analysis, a new strategic goal and a new strategic method are formulated, and the specific implementation methods and assessment objectives are put forward, and the feasibility and superiority of the strategy made at present are obtained.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F626
本文编号：2202378
[Abstract]:The restructuring of China's telecommunications industry has already begun. In order to be able to stand in an invincible position in the fierce market competition, Jinan Mobile Company is a subsidiary of China Mobile Communications Group Shandong Co., Ltd. Under the guidance of the overall strategy of the group company and the Shandong company, we should combine our own brand to choose the competitive strategy suitable for our own development to realize our own development goal. This paper is divided into seven parts. Firstly, the purpose, significance and research idea of this paper are put forward. Then it discusses the basic theory of enterprise competitive strategy and the domestic and foreign research results, then analyzes the internal resources and capability of Jinan Mobile through the value chain theory, and grasps the competitive advantages and disadvantages of Jinan Mobile as a whole. Then it further analyzes the external environment of Jinan Mobile, puts forward its own views on the current competition situation and development direction, and then analyzes the competitors of Jinan Mobile, mainly Jinan Unicom Company. Based on the analysis, a new strategic goal and a new strategic method are formulated, and the specific implementation methods and assessment objectives are put forward, and the feasibility and superiority of the strategy made at present are obtained.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F626
【引证文献】
相关硕士学位论文 前2条
1 唐明;TM有限公司发展战略研究[D];山西大学;2011年
2 高若武;山西水务投资集团有限公司发展战略研究[D];山西大学;2011年
，本文编号：2202378
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