泉州市联通竞争战略研究

发布时间：2018-01-23 23:19

本文关键词： 通信运营商竞争环境竞争战略　出处：《华侨大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着国家信息化的深化发展，通信行业改革步伐的加快，通信运营商的竞争日趋激烈化，走向“贴身肉搏”。具体表现在：其一、业务范围重叠化：2008年5月，通信行业主管部门推出重组方案，将现有的6大基础电信运营商合并为3大集团，即：新联通、新电信、新移动。新联通是由原中国联通与原中国网通两家运营商组成，新电信是由原中国卫通基础电信业务与原中国电信组成，同时购入了原中国联通CDMA网络，新移动这是由原中国移动合并了原中国铁通。次年1月份，国家工业和信息化部（即工信部）向三家新成立的运营商发放了三张国内3G牌照，新联通的3G牌照为W-CDMA制式，新电信的3G牌照为CDMA2000制式，新移动的3G牌照为TD-SCDMA制式，三大运营商均进入全业务运营阶段，都同时拥有移动、固话、宽带三大通信业务的经营牌照。其二、增量市场饱和化：通信产品价格的大众化，使得通信产品在市场上得到快速普及，如广东、浙江、山东等较为发达的省分，移动通信电话的市场普及率甚至已经超过了100%，在增量市场的扩张已经遭遇了增长的天花板，为了维持业务的持续增长，三家运营商纷纷加大对其他运营商存量市场的营销力度，存量市场的争夺战更激烈于增量市场的争夺。其三、竞争手段白热化：经营业务的重叠化及增量市场的饱和化，导致三家运营商之间的竞争手段日趋白热化，竞争手段涵盖了产品、价格、渠道、促销等营销元素，且具有相当强的进攻策略性，尤其是对于份额相对较小的中国电信、中国联通，更是以进攻，争夺其他运营商的用户作为重要的增长战略。福建省泉州市在全国范围内，属于较为典型的通信市场，泉州市的经济具有多元化特征，如有第三产业发达的中心市区；有务工群体众多，区域经济发达，属于劳务输入型的民营企业集中区域，如晋江、石狮等县级市；也有以第一产业为主，属于劳务输出的区域，如安溪、永春、德化等县，可以称得上为全国通信市场的一个缩影。另外，在泉州市，中国联通因历史因素，在三家运营商中，市场份额最少，，实力最薄弱，但是泉州市联通在两大运营商巨头的打压下，为追求自身的发展，近几年来通过采取一系列的经营发展策略，达到既定的发展目标，赢取了一定市场份额，特别是在2011年经营中，取得了较大的成就。对于泉州市联通在泉州通信市场的经营战略进行剖析，具有一定的典型性意义。本文通过PEST模型，SWOT模型对泉州通信运营商的竞争环境进行剖析，特别是重点分析联通公司在与移动及电信两大通信巨头的竞争当中的核心竞争力，结合迈克尔·波特的竞争战略管理理论、菲利普·科特勒的4P营销组合理论、非对称及错位竞争理论等方面对泉州市联通的竞争战略进行研究，系统阐述了泉州市联通的竞争战略。
[Abstract]:With the deepening development of national informatization and the acceleration of the reform of the communication industry, the competition of the communication operators is becoming more and more fierce. Business scope overlap: in May 2008, the communications industry authorities introduced a reorganization plan, the existing six major basic telecommunications operators into three groups, namely: new Unicom, New Telecom. New China Unicom is composed of the former China Unicom and the former China Netcom two operators, New Telecom is composed of the former China Telecom basic telecommunications business and the former China Telecom, at the same time purchased the original China Unicom CDMA network. In January, the Ministry of Industry and Information Technology issued three domestic 3G licences to three new operators. The 3G license of the new Unicom is W-CDMA, the 3G license of the new telecom is the CDMA2000 system, and the 3G license of the new mobile is the TD-SCDMA system. The three major operators have entered the stage of full-service operation, all have mobile, fixed-line, broadband communications business business license plate. Second, the incremental market saturation: the popularization of communication product prices. Communication products in the market has been rapidly popularized, such as Guangdong, Zhejiang, Shandong and other more developed provinces, mobile phone market penetration rate has even exceeded 100%. Expansion in the incremental market has encountered a growth ceiling, in order to maintain the sustained growth of business, the three operators have increased their marketing efforts to the stock market of other operators. The competition of stock market is fiercer than that of incremental market. Thirdly, the competition means are very hot: the overlapping of business and the saturation of incremental market, which leads to the increasingly fierce competition means among the three operators. Competition means cover products, prices, channels, promotion and other marketing elements, and has a strong offensive strategy, especially for the relatively small share of China Telecom, China Unicom, is to attack. Compete for customers from other operators as an important growth strategy. Quanzhou City of Fujian Province belongs to the typical communication market in the whole country. The economy of Quanzhou City has diversified characteristics, such as the central city with developed tertiary industry. There are a large number of migrant workers, regional economic development, belonging to the labor input type of private enterprises concentrated areas, such as Jinjiang, Shishi and other county-level cities; There are also areas mainly in the primary industry that belong to the export of labor services, such as Anxi, Yongchun, Dehua and other counties, which can be regarded as a microcosm of the national communications market. In addition, in Quanzhou City, China Unicom is due to historical factors. Among the three operators, the market share is the least, the strength is the weakest, but Quanzhou Unicom under the pressure of the two giant operators, in order to pursue their own development, in recent years through the adoption of a series of business development strategies. To achieve the established development goals, won a certain market share, especially in 2011, has made great achievements. Quanzhou Unicom in Quanzhou communication market business strategy analysis. It has certain typical meaning. This paper analyzes the competitive environment of Quanzhou telecom operators by using PEST model and SWOT model. In particular, it focuses on the core competitiveness of Unicom in the competition with the two major telecommunications giants, mobile and telecommunications, and combines Michael Porter's competitive strategy management theory. Philip Kotler's 4P marketing combination theory, asymmetric and misplaced competition theory and so on, studies the competition strategy of Quanzhou Unicom, and systematically expounds the competition strategy of Quanzhou Unicom.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

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