浙江XW公司战略转型探析

发布时间：2018-01-07 08:15

本文关键词：浙江XW公司战略转型探析　出处：《浙江工业大学》2016年硕士论文　论文类型：学位论文

【摘要】：移动互联网迅速崛起的背景下,随着近年来对于三大运营商加强对增值业务营销的管控和移动互联网产品对传统以短信报、气象预报通知为例的传统运营商增值业务的冲击以及随着互联网免费模式的思想的冲击,传统运营商增值业务由于业务内容、营销渠道、收费模式的单一性已经不适应新环境的要求以及市场发展的需要。本文以浙江XW公司为例,先从它的发展历史、过程开始,找到我们所要研究的对象。主要通过公司内部调查,对浙江XW公司建立了一个较为全面的描述。并从总体环境、行业环境以及内部资源和能力方面进行分析,并且全面深入分析浙江XW公司战略转型的方案。通过对浙江XW公司实施转型战略的探析,我们发现三个对于浙江XW公司的转型战略非常重要的三个方面:1.浙江XW公司转型的原因。主要以中国运营商SP行业市场环境的变化为背景,通过分析浙江XW公司现行战略与内外部环境的不适应性,从而证明了浙江XW公司转型的必要性。2.浙江XW公司转型的方向。主要通过对浙江XW公司内外部环境及资源进行分析的基础上确定转型方向:从提供代理运营服务的SP向为中小企业提供综合化移动互联网解决方案提供商进行转型。3.浙江XW公司转型的方法。针对浙江XW公司进行战略转型的方法,本文提出了浙江XW公司战略的具体实施步骤,即巩固基础业务、发展新兴业务、推出统一产品。
[Abstract]:The rapid rise of the mobile Internet in the background, as in recent years, for the three operators to strengthen marketing management and value-added services of mobile Internet products to traditional SMS value-added services, the weather forecast notice of traditional operators as an example of the impact as well as the free mode of Internet style thinking of the impact, the traditional operators and value-added services for business content, marketing channel, single charging mode has not adapt to the new environment and the requirements of the development of the market. This paper takes Zhejiang XW company as an example, from the development of history, it started the process, I have to find the object of research. Mainly through the company's internal investigation of Zhejiang XW company established a a more comprehensive description. And from the macro environment, industry environment and internal resources and ability are analyzed, and a thorough analysis of the strategic transformation of Zhejiang XW company through the program. Study on the implementation of the strategic transformation of Zhejiang XW company, we found three transformation strategy for Zhejiang XW company is very important in three aspects: the transformation of Zhejiang XW company. 1. major changes in the China operator SP industry market environment as the background, through the analysis of Zhejiang XW company's current strategy and external environment adaptability in order to prove the necessity of transformation,.2. transformation of Zhejiang XW, Zhejiang XW company. Mainly through the analysis of the internal and external environment of Zhejiang XW company resources to determine the transformation direction: from SP to provide agency service to provide comprehensive mobile Internet solutions provider transformation method.3. Zhejiang XW company for small and medium-sized enterprises. The method of strategic transformation for Zhejiang XW company, this paper puts forward the specific implementation steps of Zhejiang XW company strategy, which is the basis of consolidating business development. New business, the launch of a unified product.

【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F626

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