湖北电信翼机通业务发展战略研究

发布时间：2018-11-15 12:54

【摘要】：随着信息产业的日新月异,语音业务的市场容量趋于饱和,而电信业信息类的业务明显跟不上消费者的需求程度。作为国内最大的全业务电信运营商,中国电信提出了“一去两化新三者”的战略,要将传统电信运营商的固有思维和渠道彻底摒弃,从企业的整个管理和业务结构上整体创新突破。本文是在中国电信企业二次转型的大背景下,探讨湖北电信翼机通业务既定的外部环境下,如何结合湖北电信内部的资源确定翼机通业务的发展战略。文章首先介绍涉及到的战略管理、战略分析方法等理论知识。通过PEST分析方法、五力模型以及竞争对手分析模型分析湖北电信翼机通业务所处的外部环境,在内部环境方面,着重从资源和能力两个方面进行了详细分析。SWOT分析方法主要用来归纳内部的优势和劣势,以及外部面临的机遇和挑战,在以上分析的基础上进行战略匹配,并针对性选择了相应的战略方案。综上所述,本文提出“充分利用湖北电信优势资源,强化湖北电信手机一卡通产品的优势地位,实现到2018年翼机通业务新增20万移动用户”的战略目标,并制定成本领先与差异化相结合的竞争战略,从营销、组织与人力资源、财务、运营四个方面制订战略实施方案。营销战略主要强化翼机通业务的营销能力,从产品、价格、渠道、促销四个方面制定针对性策略;组织与人力资源战略旨在成立翼机通事业部,组建省、市、区县三级运营组织统筹运营,并加强人才储备和培养;在财务战略方面,提出“对翼机通投资的统一规划”,对全省翼机通项目投资加强控制;在运营方面,建议湖北电信公司加强成本控制,保证产品质量,在响应速度和服务上多下功夫,同时积极引进新的产品理念和商业模式。
[Abstract]:With the rapid development of information industry, the market capacity of voice service tends to be saturated, and the information business of telecommunication industry is obviously unable to keep up with the demand of consumers. As the largest full-service telecommunications operator in China, China Telecom has put forward the strategy of "eliminating the two new three," and it is necessary to completely abandon the inherent thinking and channels of the traditional telecom operators. From the enterprise's entire management and business structure on the overall innovation breakthrough. Under the background of the second transformation of Chinese telecom enterprises, this paper discusses how to combine the internal resources of Hubei Telecom to determine the development strategy of the wing communication business under the established external environment of Hubei Telecom Wing Airlink Service. The article first introduces the strategic management, strategic analysis methods and other theoretical knowledge. Through the PEST analysis method, the five-force model and the competitor analysis model, the paper analyzes the external environment of Hubei Telecom Wing Airlink business, in terms of internal environment. SWOT analysis method is mainly used to summarize the internal strengths and weaknesses, as well as external opportunities and challenges, on the basis of the above analysis to carry out strategic matching. And has chosen the corresponding strategic plan pertinently. To sum up, this paper puts forward the strategic goal of "making full use of Hubei Telecom's superior resources, strengthening the dominant position of Hubei Telecom's mobile phone one-card products, and realizing the new 200000 mobile subscribers to the wing aircraft communication service by 2018". The paper also formulates the competitive strategy combining cost leading and differentiation, and formulates the strategic implementation plan from four aspects: marketing, organization and human resources, finance and operation. The marketing strategy mainly strengthens the marketing ability of the wing aircraft communication business, from the product, the price, the channel, the promotion four aspects formulates the pertinence strategy; The strategy of organization and human resources is to set up wing and aircraft communication department, to set up provincial, municipal, district and county three level operation organizations as a whole, and to strengthen the talent reserve and training; In the aspect of financial strategy, the paper puts forward the "unified plan for the investment of wing flight link", and strengthens the control of the investment of the whole province's wing aircraft communication project. In the aspect of operation, it is suggested that Hubei Telecom strengthen cost control, ensure product quality, make more efforts in response speed and service, and actively introduce new product concept and business model.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F626;F272

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