常德联通公司竞争策略研究

发布时间：2018-07-08 09:50

本文选题：常德联通公司 + 竞争策略　；参考：《湖南大学》2015年硕士论文

【摘要】：常德联通公司是隶属于中国联合网络通信有限公司的本地网分公司。经过十多年的发展,目前已初具规模,但在常德本地市场上一直被两个主要竞争对手常德移动公司和常德电信公司压制。在国家宏观政策调整、经济形势发生变化以及4G牌照发放、全业务竞争加剧的新形势下,如何制定出适合常德联通公司的竞争策略既关系到公司竞争环境的改善更关系到企业的生存与发展。全文以企业战略管理的基本理论和研究技术为基础,首先运用宏观环境分析法对常德联通公司所处宏观环境和行业环境进行了分析。之后在充分考虑企业内部资源的基础上,运用SWOT分析方法,通过战略匹配,结合集团公司总部的战略框架和宗旨,清晰地找出了常德联通公司的竞争策略选择,制定了常德联通公司未来三年的竞争战略目标、战略路径和竞争策略。最后,给出了落实公司竞争策略应采取的四个方面的保障措施。常德联通公司作为一家本地网公司,面临着良好的发展机遇也面临着发展的困难、短板和挑战。要实现持续、健康、快速的发展,常德联通公司必须首先从管理创新和变革着手重点抓好组织机构改革、业务流程优化、信息化支撑保障和绩效管理体系重塑等四个方面,以练好内功提升内部核心能力;同时通过实施以4G领先、宽带突破和一体化运营为重点的增量市场破局策略,实施以存量经营体系、落地机制和保障体系为重点的存量价值保有策略,以提升公司整体的外部竞争能力;实施的过程要重点通过企业文化建设、人力资源管理、基础网络设施建设和信息化大数据平台支撑等四个方面给予保障,并按照“PDCA”四个阶段循环进行、持续改进,分阶段有重点的推进和实施。联通董事长说:“本地网强则联通强”。希望本次竞争策略研究能为常德联通公司找到合适的竞争策略,以确保这家本地网公司能够实现持续健康快速的发展,同时本文也可以为全国其他本地网运营企业提供参考和借鉴。
[Abstract]:Changde Unicom is a local network subsidiary of China United Network Communications Co., Ltd. After more than a decade of development, it has begun to take shape, but in the local market of Changde has been suppressed by two main competitors Changde Mobile and Changde Telecom. In the new situation of national macroeconomic policy adjustment, changes in the economic situation, 4G license issuance, and intensified competition for the whole business, How to formulate a competitive strategy suitable for Changde Unicom is not only related to the improvement of the company's competitive environment, but also to the survival and development of the enterprise. Based on the basic theory and research technology of enterprise strategic management, this paper firstly analyzes the macro environment and industry environment of Changde Unicom Company by using macro environment analysis method. Then, on the basis of fully considering the internal resources of the enterprise, using SWOT analysis method, through strategic matching, combining the strategic framework and purpose of the headquarters of the group company, it clearly finds out the competitive strategy choice of Changde Unicom Company. The competitive strategy target, strategic path and competition strategy of Changde Unicom Company in the next three years have been established. Finally, the paper gives four aspects of guarantee measures to carry out the company's competition strategy. As a local network company, Changde Unicom is faced with good development opportunities as well as difficulties, shortcuts and challenges. In order to achieve sustained, healthy and rapid development, Changde Unicom must first focus on four aspects: organizational reform, business process optimization, information support and guarantee, and performance management system remodeling from management innovation and reform. At the same time, through the implementation of the incremental market breaking strategy focusing on 4G leading, broadband breakthrough and integrated operation, the stock management system will be implemented. The stock value retention strategy focused on landing mechanism and security system in order to enhance the overall external competitiveness of the company; the implementation process should focus on the construction of corporate culture, human resources management, The construction of basic network facilities and the support of information big data platform are guaranteed in four aspects, and carried out according to the "PDCA" four stages cycle, continuously improved, and promoted and implemented in stages. The chairman of Unicom said: "strong local network is strong Unicom." It is hoped that this competition strategy study can find suitable competition strategies for Changde Unicom in order to ensure that this local network company can achieve sustained, healthy and rapid development. At the same time, this paper can also provide reference for other local network operators.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F626;F271

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