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湖南大学硕士学位论文中国联通长沙分公司营销战略研究姓名：龚伟申请学位级别：硕士专业：工商管理指导教师：曾德明20041010CDMA90IABSTRACTItisfaluethatonlydependingonthepricecompetitivewithoutbenefit.ChinaUnitedTelecommunicationsCorporationChangShaBranch(“ChangShaUnicon”insimple)muststrivetobuildsustainablecompetitiveadvantages;thosethatsucceeddeliverhigecustomervalueandsatisfaction.Competitorscannotorwillnotmatchitsprofitability.Thedirectionofdevelopmentandrealizationofobjectinenterprisemanagementmainlydependonthestrategicmanagement.Theaimandmeaningofthisassayistogiveareferenceonbuildinganoperativeandsuitablecompetitionstrategyoftheenterpriseinordertokeepacontinuousdevelopment,thoughtheanalysisoftheenterprise’sfutureandtheenvironmentofChangshaUnicom.Thecompanysprofitabilitydependsonthethreeelements:profit,value-creatonability,internaloperations,andcompetitiveadvantage.Atleastthreeaspectsmustbeincludedinanintegratedcompetitivestrategy-managementprocess.Thefirstisenvironmentalscanningandstakeholder.Thesecondiscompetitionanalysisandstrategyselecting.Thethirdisthestrategyformulationandstrategyimplementation.Thecompetitivestrategyismadetoprovideguidanceforthecompanyonhowtocompeteinthemarket,whatthecompetitionobjectisandhowtocarryoutthestrategy.BasedontheanalysisofthepresentconditionsofChangshaUnicominrecentyears,theresearchonthemainproblemsinoperation,thisthesis,proposesstrategiesandtacticsneededinthepresentoperationofChangshaUnicom.Keywords:ChinaUnitedTelecommunicationsCorporationChangShaBranch;Competition;strategyII1______211.11.1.12002101.9583311“1.95833”“2”12001987700TAC3401200“”100“”610100199471961/260GSM1000GSM“”199771000()———()421200“”“”3G120014141199819992000()CDMA2001“”CDMACDMA121200125“”“”122001119932000260.45%145.77%131.44%88.80%93.10%80.33%80.20%97%50%100%150%200%250%300%199319941995199619971998199920001-11993-2000211411122002115CDMA1.1.285%9001800GSMCDMACDMA3G21ARPUARPUARPU215%33G[14]21987700199471919977100020014120021121.21.2.119947193030020006212231995GSMGSMCDMAIP1-1GSMCDMAIP1931.2.2200205,00010,00015,00020,00025,00030,00035,00040,000GC1-22001-200220023.390.632.8241-22002GC20011,507--1,66151225520782020023,906-7794011,929843386,339200226.1844.01GSM36.46CDMA71-320022002GSM13019.40CDMA1337.553.728.621.31.3.155010500CDMAGSMCDMACDMA200280%CDMACDMAGSMCDMAGSMCDMA51.3.262SWOT2.12.1.12.1.1.12002192446.8%20021539.314.3%37.4%3880200250028718200221508235544019991999200237.4%12.1%40%37%33%17%12%1%2-120022.1.1.2200222.066113844.633.4%767%681766.3%33%199986.39%200172.7%200267%199919.6%200233%2.1.1.32002200172.7%27.3%60.8%39.2%200267%33%56%44%CDMA0%-60%“”2-22002200120001999199819971996622.6848.6617492522.1()4437184371587313844103826662380323561322685()681741001874.52114242033.356.174.961.478.29388.8%66.3118.8266266.9238.10067.071.7788894.396.2100(%)33.028.322125.73.801539.1346.1138.713.2()508379.8256149.8155.6128.698.9(/)74.2302182.1.2108“”9050%“”“”3/40%10%20%30%40%50%60%70%/2-290%10%20%30%40%50%60%70%80%2-370%0%10%20%30%40%50%60%IP3G2.5G2-453%“”38%2007“”310[37]2.22.2.12000205003012002050020600010000GDP20053000GDP810[38][10]11[12]CDMACDMA2.2.22.2.2.12-5122-52.2.2.213GIP2342.2.2.32-613“”[35]10072233210025%2512382-6142.3SWOT2.3.1SWOTGPRSCDMACDMACDMACDMAGSMARPU3GCDMAARPUWTOCDMA3GGPRS3GCDMASWOT[21]2.3.2GSMCDMAGPRSCDMACDMA15CGCDMAGSMWTO2.3.3GPRSCDMA1XCDMA1XGPRSGPRSCDMAGPRSCDMAGPRS172.2k2040kCDMA153.6kGPRSGSMGSMCDMA20001XGSMWCDMA2.3.42.3.4.11995CDMACDMA2.3.4.216[29]GSM13017GSMCDMA301833.13.1.1[1][6]3.1.21919651971[5][2]StrengthWeaknessOpportunityThreat1985[4][5]203.1.3[18]213.2[8]3.2.1223.2.2[8]233.33.3.1CDMA1X2.5GCDMA1XGPRSCDMA1XGPRSCDMA153.6kGPRS6CDMA3G2001CDMA1535320GSM4005310CDMA4000CDMACDMA243.3.2[7]3.13.125[17][19][20]GPSCDMA9GSMCDMACDMA17008030040CDMA3.3.3CDMA264CDMA4.14.1.1SWOT10277202330604.1.2[15]4-128[16],1,2;;,3,,,44-24-2294.2·“”[22],,2.5CDMA,4.2.14.2.1.1“”“”30“”“”4.2.1.2“”“”“”[28]“”“”“”1301.90.954.2.1.3“”131“”GSMCDMAGSM130CDMA1332“”“”“”“”“”“”GSMCDMAGSMCDMACDMAE653GSMCDMA32()()4.2.22001517()2030EEE40007920733CDMA133VIP4.2.34.2.3.1CICIGSM130CDMA133CI80100/8500CIGSM130CDMA133CDMA133CDMA133512CI8015CI60CICDMA133CDMA1332020/34CIGSM130CDMA133CDMA133CDMA13320037400CICICDMA133CDMA133CDMA133CI24404.2.3.2“”[34]“”4.34.3.135CDMACDMA133CDMA133CDMA133CDMACDMAGSMCDMACDMA133CDMA133CDMA133CDMA133GSM130CDMA133CDMA361CDMA1332CDMA133CDMA1333CDMA1334CDMA133CDMA133561234512345200218CDMA133CDMACDMA4.3.24.3.2.1PhysicalCapitalHumanCapital[36]60371992G.S.Becker504.3.2.270%20%10%38“”Rent“”[36]39200252.5G3GWTO2003ARPU300ARPU4034041[1]AndrewsK.TheConceptofCorporateStrategy.Homewood,1971[2]K.R.Andrews.TheConceptofCorporateStrategy.DowJones-Irwm,1971[3]H.I.Ansoff.CorporateStrategy.McGraw-HillBookCompany,1965[4]Michael.E.Porter.CompetitiveStrategy.FreePress,1980[5]G.Hamel,C.K.Prahalad.StrategicIntent.HarvardBusinessReview,1989[6].A.R...E..12002,135[7]...1.,1997[8]DerekF.Abell.StrategicWindows.TheAmericanMarketingAssociation,1978[9]GerryJohunson,Kevanscholes.ExploringCorporateStrategy.(3nded).copyrightbyPrenticeHall,Inc,1998[10]..2003,2[11]...2003[12]..2003,4[13]..1.1996,320[14]..1.1996,217[15]..