SZ公司电信业务发展战略研究

发布时间：2018-01-04 12:16

本文关键词：SZ公司电信业务发展战略研究　出处：《华南理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：现阶段，中国三大电信运营商竞争日趋激烈，纷纷抢占移动通信终端的市场份额，导致传统分销渠道日渐萎缩。而三大运营商各有各的特色与优点：中国移动短期内的地位无法撼动，电信和联通之间有比较的悬念。电信和联通都采取固话移动捆绑销售，但电信对消费者的吸引力大：价格方面，，由于联通的G网主要是低端用户，忠诚度低，对价格的敏感性将更大；价值方面，中国电信与CDMA捆绑后更能体现其在家庭市场的突出优势。经过近三年的发展，三家运营商都制定了自己的手机战略。中国联通凭借成熟的WCDMA产业链，制定了左安卓、右苹果、给力中低端的战略。中国电信后发制人、以大手笔抢滩登陆的方法，坚定地走上定制化之路，加大在社会化渠道的销售力度。中国移动发力高端旗舰机，转战WLAN。在上述大环境下，传统的移动通信终端国代经销商、省代经销商纷纷进行转型升级，在配合运营商发展的工作上摸索最适合自己的道路。 SZ公司是国有大型商贸企业的全资子公司，总公司在国内移动通信终端产品销售领域始终保持领先地位。作为分公司，SZ公司主要负责CDMA网络手机分销业务，在销售规模、代理品牌、网络覆盖、运营商服务等方面均取得了较好业绩。与中国电信GD公司有着密切而深入的合作。本论文对SZ公司的运营情况作分析：在电信运营商高速发展的情况下，未来几年将是公司发展的关键时期，也是公司实现品牌扩张、规模经营的战略机遇期。在此条件下，研究和制定合理有效的公司发展战略显得尤为重要。论文对公司发展面临的外部环境内部资源及主要业务能力进行全面、系统的分析，确立公司发展经营方向，明确SZ公司必须深入推进C网手机分销业务主业提升核心竞争能力、调优经营产品结构拓展辅助经营方向、调优经营产品结构拓展辅助经营方向、整合优质优势资源构建市场战略联盟等等，同时，制定合理的人才管理、企业文化战略实施对策与保障措施。
[Abstract]:At this stage, Chinese three telecom operators increasingly fierce competition, have to seize the mobile terminal market share, resulting in the traditional distribution channels shrinking. While the three operators each have different characteristics and advantages: in the short term can not shake the position of China Mobile, China Telecom and China Unicom are comparablebetween suspense Telecom and China Unicom have taken. Fixed mobile bundles, but attractive to consumers: big telecom price, because Unicom G is the low-end users, loyalty is low, the price sensitivity will be greater; the value of China Telecom, and CDMA is bound to better reflect its prominent advantages in the domestic market. After nearly three years of development, three operators have developed their own mobile phone strategy. Chinese Unicom with the maturity of WCDMA industry chain, making the right Zuo Anzhuo, apple, awesome low-end strategy. China Telecom striking, with hands Method of pen landing, firmly on the customized Road, increase in social channels sales efforts. China Mobile's high-end flagship, he moved to WLAN. in the environment, the mobile communication terminal in the generation of traditional distributors, dealers have to upgrade, generation, groping in the operator with the development work of the suitable for their own road.
SZ company is a large state-owned commercial enterprises wholly owned subsidiary of the company in the domestic mobile communication terminal products always maintain the leading position. As the branch, SZ company is mainly responsible for the CDMA mobile phone network distribution business, the scale of sales, agent brand, network operators, service and so on have achieved good results. Close and in-depth cooperation with the China Telecom of GD company. This paper analyzes operation situation of SZ company: telecom operators in the rapid development of the situation, the next few years will be a crucial period for the development of the company, the company is also the brand expansion, the scale of operation of the strategic opportunity period. Under this condition, research and development reasonable and effective corporate development strategy is particularly important. The external environment internal resources of the company is facing and the main business to conduct a comprehensive, systematic analysis, the establishment of the company by the development of The direction, clear SZ company to further push the CDMA mobile phone industry distribution business to enhance the core competitive ability, expand the product structure management optimization auxiliary direction of management, product structure management optimization expand auxiliary business direction, the integration of high quality resources to build the market strategic alliance and so on, at the same time, personnel management, enterprise culture strategy implementation countermeasures and safeguards.

【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

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