深圳SLG电信分公司经营战略研究

发布时间：2018-09-19 15:10

【摘要】：进入二十一世纪，曾经“一枝独秀”的中国电信的经营生态环境发生了深刻的变化，开始面临着市场竞争日趋激烈、社会环境复杂多变以及全球经济的一体化。同时，技术进步形成了电信行业新的价值链，客户的要求也变得越来越多样化，竞争对手的出现更进一步挤压了中国电信的生存空间。在上述背景下，研究SLG电信分公司战略管理建设和实施体系，主动把握战略方向，掌握战略主动，无论从短期和长远而言无疑十分必要，具有重要的现实价值。文章选择深圳SLG电信分公司的经营战略开展研究，通过对国内外战略管理的发展历程和研究现状的梳理明确了战略管理的内涵和内容，并进一步将战略管理的理论和方法应用到SLG电信的经营战略分析与研究上。文章首先对SLG电信的外部环境进行了分析，通过应用PEST分析方法五力分析模型等，分析SLG电信所面临的外部环境；然后，对SLG电信内部的资源能力和业务发展情况进行了分析，运用SWOT分析模型明确SLG电信的优势、劣势、机会和威胁。其次，文章在对SLG电信的内外部环境分析的基础上制订选择SLG电信的经营战略，从市场、渠道、品牌、促销等方面制订详细的经营战略。文章最后指出，深圳SLG电信经营战略的实施，要紧扣3G、宽带和云服务三大核心业务，深化纵向一体化项目经营，，提升全业务运营能力，提升服务水平等，只有多管齐下，才能保证SLG电信在电信竞争中保持竞争优势。文章的研究，是对当前3G背景下电信企业保持自身竞争优势的一次探讨，理论上是对战略理论应用到电信企业的一次案例尝试，实践上能对SLG电信的经营管理提供决策支持。
[Abstract]:In the 21 century, the operating ecological environment of China Telecom, which was once "outstanding", has undergone profound changes, and has begun to face the increasingly fierce market competition, the complex and changeable social environment and the integration of the global economy. At the same time, technological progress has formed a new value chain in the telecommunications industry, and customer requirements have become more and more diversified. The emergence of competitors has further squeezed the survival space of China Telecom. Under the above background, it is necessary to study the strategic management construction and implementation system of SLG Telecom Branch, to grasp the strategic direction and to master the strategic initiative, no matter in the short and long term, which is of great practical value. This paper chooses the management strategy of Shenzhen SLG Telecom Branch to carry out the research, and clarifies the connotation and content of strategic management by combing the development course and research status of strategic management at home and abroad. Furthermore, the theory and method of strategic management are applied to the business strategy analysis and research of SLG Telecom. In this paper, the external environment of SLG telecom is analyzed firstly, and the external environment of SLG telecom is analyzed by applying the PEST analysis method, such as the five-force analysis model, and then, the internal resource capability and service development of SLG telecom are analyzed. Use SWOT analysis model to identify the strengths, weaknesses, opportunities and threats of SLG Telecom. Secondly, on the basis of the analysis of the internal and external environment of SLG Telecom, the paper formulates the operation strategy of choosing SLG Telecom, and formulates the detailed management strategy from the aspects of market, channel, brand, promotion and so on. Finally, the paper points out that the implementation of Shenzhen SLG telecom management strategy should focus on the three core services of 3G, broadband and cloud service, deepen the vertical integration project management, enhance the whole business operation ability and upgrade the service level, and so on. In order to ensure that SLG telecom in the telecommunications competition to maintain competitive advantage. The research of this paper is a case study of the application of strategic theory to telecom enterprises, which can provide decision support for the management of SLG telecom in practice.
【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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