龙岗移动公司竞争战略研究

发布时间：2018-05-14 22:33

本文选题：龙岗移动 + 通信市场　；参考：《兰州大学》2013年硕士论文

【摘要】：自2008年国家开始对通信行业进行重组以来,经过三年的发展,我国通信行业已经形成中国移动、中国联通、中国电信三足鼎立的竞争格局,整个行业进入了全业务运营时代。中国电信公司作为传统的通信企业,在历史地位、企业文化、市场形象等方面具备优势,在渡过重组的整合期与适应期后,强势进入移动通信市场；中国联通公司在出售C网后以充裕的资金进行网络升级,一改网络信号不稳定的负面形象,并且率先落下明星终端的棋子,展示了强大的运营实力,在这种背景下,中国移动通信集团广东有限公司深圳龙岗分公司面临高端客户不断流失,市场占有率呈现下降趋势,业务发展难度加大等一系列问题,因此龙岗移动公司需要有所改变、有所突破,在竞争环境中努力保持既有市场份额与业务收入,并寻找新的发展契机。在这样的新局面之前,如何在如此激烈和负责的竞争环境中制定出适合龙岗移动公司的竞争战略,从而推动龙岗移动公司的发展并保持已有的市场竞争力优势,是本文的研究目的。本文对竞争战略的相关理论进行了阐述,在分析中运用SWOT分析方法、外部因素评价矩阵法、内部因素评价矩阵法、五力模型、优序对比法等工具对龙岗移动的竞争战略选择进行分析,结合公司的实际情况建立了企业的竞争战略对策和建议：(1)优化通信网络,创新3G技术,保持在网络上的核心优势,向客户提供更丰富的全业务产品与服务内容。(2)锁定个人、集团、家庭市场客户群体,深挖存量客户价值,稳定2G市场,争夺3G新增市场份额。(3)以市场为导向优化组织架构,建立学习型、创新型团队,提升人力资源价值,强化渠道运营能力,成为卓越的以市场价值为导向的通信运营企业。在提出战略后针对战略的实施提出了可行性的分析和保障性的措施。本文的研究成果即可作为龙岗移动公司企业竞争战略选择与实施的应用,又可作为同类通信企业公司在国内市场进行竞争战略选择的参考。
[Abstract]:Since the country began to restructure the communications industry in 2008, after three years of development, China Mobile, China Unicom, China Telecom has formed a three-pronged competition pattern, the entire industry has entered the era of full-service operation. As a traditional communication company, China Telecom Company has advantages in historical position, enterprise culture, market image and so on. After going through the period of integration and adaptation of reorganization, China Telecom Company has entered the mobile communication market strongly. After the sale of the C network, China Unicom upgraded the network with ample funds, changed the negative image of the unstable network signal, and took the lead in dropping the chess pieces of the star terminal, showing its strong operational strength. Under this background, The Shenzhen Longgang Branch of China Mobile Communications Group Guangdong Co., Ltd. is facing a series of problems, such as continuous loss of high-end customers, declining market share, increasing difficulty in business development, and so on. Therefore, Longgang Mobile Company needs to change somewhat. Break through, strive to maintain the existing market share and business revenue in the competitive environment, and look for new development opportunities. Before such a new situation, how to formulate a competitive strategy suitable for Longgang Mobile Company in such a fierce and responsible competitive environment, so as to promote the development of Longgang Mobile Company and maintain its existing competitive edge in the market. It is the purpose of this paper. In this paper, the relevant theories of competitive strategy are expounded. In the analysis, the SWOT analysis method, the external factor evaluation matrix method, the internal factor evaluation matrix method, the five-force model are used. This paper analyzes the competitive strategy choice of Longgang Mobile by means of superior order contrast method, establishes the competitive strategy countermeasures and suggestions of the enterprise according to the actual situation of the company, and optimizes the communication network, innovates the 3G technology, and maintains the core advantage on the network. To provide customers with a richer content of full-service products and services.) to lock in individual, group, family market customer groups, dig deep stock customer value, stabilize 2G market, compete for 3G new market share. To establish a learning-oriented, innovative team, enhance the value of human resources, strengthen the channel operation ability, become an outstanding market value oriented communication operation enterprises. After putting forward the strategy, the paper puts forward the feasible analysis and safeguard measures for the implementation of the strategy. The research results of this paper can be used as the application of the competitive strategy selection and implementation of Longgang Mobile Company, and also as a reference for the competition strategy choice of the similar communication companies in the domestic market.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F626

【参考文献】