中国联通哈尔滨市分公司3G业务发展战略研究

发布时间：2018-05-05 03:31

本文选题：中国联通 + 3G业务　；参考：《黑龙江大学》2013年硕士论文

【摘要】：自1999年第一张3G牌照颁发至今，已历经十四年时间，伴随着3G网络技术的不断成熟和完善，3G用户数量和业务收入也逐步呈快速稳定的增长趋势。目前，全球3G已进入高速规模化发展阶段，俨然成为了现今移动通信市场的主要带动力量。 2009年1月，国家工业和信息化部为中国联通、中国移动、中国电信三大主营运营商颁发了3G牌照，这标志着中国通信行业正式跨入了3G时代，同时，也带动了传统的产业架构和市场格局的改变。经过四年不断的建设和发展，截至2012年底，国内的3G网络覆盖率已经达到20%，，用户规模达到2.2亿。面对3G时代日风起云涌的竞争，哈尔滨联通公司应利用3G业务发展的契机，充分发挥WCDMA的网络优势转变现有的通信市场格局。本文对哈尔滨联通公司目前3G业务的发展情况、市场环境的具体情况进行概述，运用PEST分析法和SWTO分析从公司面临的产业环境及自身的优势、劣势、机会、威胁方面进行了具体的分析，并总结哈尔滨联通公司存在的问题的原因，提出了哈尔滨联通公司3G业务发展战略实施的建议，明确了发展的目标、业务定位、客户定位；根据发展战略，从市场定位、品牌建设、渠道管理、行业用户拓展、“去电信化”改革等五个方面提出了具体的实施措施。希望能为企业实际运作提供战略层面的理论依据，为哈尔滨联通公司的发展做出贡献。
[Abstract]:It has been 14 years since the first 3G license was issued in 1999. With the continuous maturity and perfection of 3G network technology, the number of 3G users and the revenue of the business are also increasing rapidly and steadily. At present, global 3G has entered the stage of high-speed and large-scale development, and has become the main driving force in the mobile communication market. In January 2009, China Unicom, China Mobile and China Telecom issued 3G licences for China Unicom, China Mobile and China Telecom, which marked the official entry of the Chinese communications industry into the 3G era. It also brings along the change of traditional industrial structure and market pattern. After four years of continuous construction and development, by the end of 2012, the domestic 3G network coverage has reached 20, user size reached 220 million. In the face of the rising competition in the 3G era, Harbin Unicom Company should make full use of the opportunity of 3G business development and make full use of the network advantages of WCDMA to change the existing communication market pattern. This paper summarizes the current 3G business development and market environment of Harbin Unicom Company, and analyzes the industrial environment and its own strengths, weaknesses and opportunities by using PEST analysis and SWTO analysis. In the aspect of threat, the author analyzes the causes of the problems in Harbin Unicom Company, puts forward the suggestions of implementing the 3G business development strategy of Harbin Unicom Company, and clarifies the development objectives, business positioning and customer positioning. According to the development strategy, this paper puts forward the concrete implementation measures from five aspects: market orientation, brand construction, channel management, the expansion of industry users and the reform of "detelecommunication". The author hopes to provide the theoretical basis for the actual operation of the enterprise and contribute to the development of Harbin Unicom Company.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626.12

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