大连联通WLAN运营战略研究

发布时间：2018-07-09 19:25

本文选题：大连联通 + WLAN　；参考：《大连理工大学》2013年硕士论文

【摘要】：中国三大运营商3G网络运行进入了第五个年度,五年来,移动通信宽带需求和互联网业务呈现爆炸式的增长,移动蜂窝网面临巨大的流量压力,作为“管道工”的运营商网络和运营管理不堪重负,3G网流量与营收增长失衡。巨大的经营压力面前,运营商迫切需要低成本、高吞吐的技术手段,缓解蜂窝网面临的困境。WLAN网络高吞吐、移动性高、成本低、建设速度快,能有效地对移动数据起到分流与减负作用。为实现移动互联网的无缝覆盖,缓解3G网络压力,各运营商纷纷采用3G+WLAN的组合方式实施全国无线网络覆盖,中国移动提出TD-CDMA+WLAN战略,中国电信提出CDMA2000+WLAN战略,中国联通提出宽带+WCDMA+WLAN战略,WLAN业务建设运营成败对中国联通有重要的意义。本文以中国电信体制改革后的3G运营为背景,围绕大连联通WLAN运营存在的问题,通过调查研究,综合运用管理和营销等理论知识,对大连联通WLAN运营战略研究进行了探讨,提出大连联通WLAN运营战略思路及实施建议。文章首先对WLAN基本概念进行介绍,借鉴了国外运营商WLAN运营经验,同时对国内三大运营商WLAN业务的发展和现状进行了描述,并提出大连联通WLAN运营存在的问题。在战略分析中,运用PEST分析方法对大连联通的外部宏观环境进行了分析；运用波特五力模型对大连联通产业环境做以分析；同时对大连联通内部资源和能力进行了分析；在以上分析基础上,运用SWOT工具对大连联通WLAN运营优势、劣势、机遇、威胁进行了归纳和SWOT矩阵构造,并应用竞争战略理论得出大连联通WLAN运营战略。最后在战略实施中,对战略实施的组织保障、建设保障、安全保障、服务保障进行了论述,并运用4P营销理论,从产品、价格、渠道和促销四个方面对大连联通WLAN市场营销策略进行了阐述。
[Abstract]:China's three major operators have entered the fifth year of 3G network operation. In the past five years, the demand for mobile broadband communications and Internet services have exploded, and mobile cellular networks are facing enormous traffic pressure. As a plumber, the operator network and operation management are overwhelmed by the imbalance between 3G network traffic and revenue growth. Facing the huge operating pressure, the operators urgently need the technical means of low cost and high throughput to alleviate the plight of the cellular network. WLAN network has high throughput, high mobility, low cost and fast construction speed. It can effectively divert and reduce the load of mobile data. In order to realize the seamless coverage of mobile Internet and relieve the pressure of 3G network, operators have adopted the combination of 3G WLAN to implement national wireless network coverage. China Mobile has put forward TD-CDMA WLAN strategy and China Telecom has put forward CDMA2000 WLAN strategy. China Unicom proposes broadband WCDMA WLAN strategy and the success or failure of WLAN service construction is of great significance to China Unicom. Based on the 3G operation after the reform of China Telecom system and the problems existing in Dalian Unicom's WLAN operation, this paper discusses the strategy of Dalian Unicom's WLAN operation through investigation and research, using the theory knowledge of management and marketing. Put forward Dalian Unicom WLAN operation strategic thinking and implementation suggestions. This paper first introduces the basic concept of WLAN, draws lessons from the experience of WLAN operation of foreign operators, describes the development and present situation of WLAN services of three domestic operators, and puts forward the problems existing in Dalian Unicom's WLAN operation. In the strategic analysis, the paper analyzes the external macro environment of Dalian Unicom by pest analysis method, analyzes the industrial environment of Dalian Unicom by using Porter's five-force model, and analyzes the internal resources and capabilities of Dalian Unicom. On the basis of the above analysis, this paper sums up the advantages, disadvantages, opportunities and threats of Dalian Unicom WLAN operation by using SWOT tools and constructs SWOT matrix, and obtains the Dalian Unicom WLAN operation strategy by applying the theory of competitive strategy. Finally, in the implementation of the strategy, the paper discusses the organization, construction, security and service guarantee of the strategy implementation, and applies the 4P marketing theory, from the product, the price, The marketing strategy of Dalian Unicom WLAN is expounded from four aspects of channel and promotion.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F626

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