甘肃联通3G发展战略研究

发布时间：2018-10-25 08:32

【摘要】：随着3G时代市场竞争的愈演愈烈,目前中国通信运营商已经形成了中国电信、中国联通、中国移动三足鼎立之势。甘肃联通在这样的形势下将要用怎样的竞争策略与甘肃移动、甘肃电信抗衡,实现“三分天下有其一”的战略目标成为一个值得研究的课题。本文以战略管理理论、竞争理论为基础,运用PEST、SWOT分析方法,对当前甘肃联通的外部宏观环境、产业环境以及内部环境进行分析。运用PEST工具分析了3G时代甘肃联通外部宏观环境,主要分析甘肃联通的相关行业政策、经济环境、社会环境以及技术标准等；通过波特五力模型,分析3G时代甘肃联通发展的行业环境,主要从竞争对手运营情况、潜在进入者情况、替代品威胁情况、顾客讨价还价能力以及供应商议价能力等方面进行分析；对甘肃联通的内部环境进行分析,主要从3G业务及产品、3G市场营销、企业人力资源状况、客户关系管理等方面进行分析。进而运用SWOT分析工具,判定得出3G时代甘肃联通的优势、劣势、机遇及挑战,进一步优化提出了甘肃联通3G业务发展的战略方案。最后,为确保甘肃联通3G业务发展战略的实施,提出了甘肃联通3G战略实施策略,主要是从目标用户的细分、业务选择的策略、网络优化的策略、市场营销的策略等方面进行分析。本文通过对甘肃联通在3G时代的战略研究,对甘肃联通的持续健康发展具有一定的意义
[Abstract]:With the increasingly fierce market competition in the 3G era, China Telecom, China Unicom and China Mobile have formed a three-step trend. Under such situation, what kind of competitive strategy will be used by Gansu Unicom to compete with Gansu Mobile and Gansu Telecom, and to realize the strategic goal of "three parts of the world have one" has become a topic worthy of study. Based on the theory of strategic management and the theory of competition, this paper analyzes the external macro environment, industrial environment and internal environment of Gansu Unicom by using PEST,SWOT analysis method. Using PEST tools to analyze the external macro environment of Gansu Unicom in 3G era, mainly analyzing the relevant industry policies, economic environment, social environment and technical standards of Gansu Unicom. This paper analyzes the industry environment of Gansu Unicom's development in 3G era, mainly from the aspects of competitors' operation, potential entrants, the threat of alternatives, the bargaining power of customers and the bargaining power of suppliers. This paper analyzes the internal environment of Gansu Unicom, mainly from the aspects of 3G business and products, 3G marketing, enterprise human resource situation, customer relationship management and so on. Then, by using SWOT analysis tools, the author determines the advantages, disadvantages, opportunities and challenges of Gansu Unicom in 3G era, and further optimizes the strategic plan of Gansu Unicom 3G business development. Finally, in order to ensure the implementation of the 3G business development strategy of Gansu Unicom, this paper puts forward the implementation strategy of Gansu Unicom 3G strategy, mainly from the target user segmentation, service selection strategy, network optimization strategy. Marketing strategy and other aspects of the analysis. Through the strategic research of Gansu Unicom in the 3G era, this paper has certain significance for the sustainable and healthy development of Gansu Unicom.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626

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