搜索
华中科技大学硕士学位论文佛山移动个人数据业务营销战略研究姓名：聂启凡申请学位级别：硕士专业：工商管理指导教师：常亚平20081027I200726.8200624.72.13GPESTSWOT“”“”“”4PIIAbstractInthetrendofmobilephonesreplacesteadyphones,Chinacurrentlyhasthemostmobilecustomersintheworld.Accordingtothematurityofmobiletechnologyandthedemandofvoicecommunicationmarket,mobilebusiness’sfocusonrevenueshasbeenmovedfromvoicecommunicationtodatacommunication.Further,becauseofChina’sreorganizationoftelecommunicationbusinessandthereleaseof3Gbrand,therewillbethreecompetitorsinsteadoftwocompetitorsinthemobilecommunicationmarket.Itcanbeimaginedthatthecompetitionformobilecustomerswillbemoreintenseinthefuture.Everymobilebusinesswillfocusonhowtostablymaintaincurrentcustomersandhowtogetnewmobilecustomers.Oncemore,thepersonaldatabusinesshasbecomeapartofhumanlife.Accordingtothisbackground,thisarticleusesFoshanMobileasanexampleintheanalysis,toanalyzethecompany’spersonalbusinessoperationandstrategy.First,thisarticlementionstheanalysiswhichinvolvesstrategicmanagement,strategicoperation,andstrategicanalysis.Second,itusesPESTmethod,MichaelPort’sfivestrengthmodel,analyzestheexternalenvironmentandtheinternalenvironmentfromthemarketing,humanresources,organizationalstructureandotheraspects.Atlast,itisusedSWOTmethodtoanalyzestheconpany'sowninternalstrengthandweakness,theopportunitiesandchallengesfacing,andcontributesthestrategies.Accordingtothecompany’smovementfrom“mobilecommunicationexpert”to“mobileinformationexpert”,andtheanalysisofdifferentaspectsthatmayeffectthecompany’soperation,recommendsastrategictargetforFoshanMobile’spersonaldatabusinessdevelopmentandoperation.Itis“stableoperation,healthydevelopment,andincreaserevenuesfrompersonaldatabusiness”.Meanwhile,theprinciplesofdevelopmentstrategiesforpersonaldatabusinessaredefinedasfollows:focusingontheyouthmarket,focusingonthekeyproducts,andstrengtheningconsumers'brandloyalty.Atlast,itisused4Ptheoryinsalestobringuptheproperstrategiesforthecompany’spersonalbusinessdevelopmentandoperation.KeywordsMobilecommunicationsPersonaldatabusinessMarketingstrategy111.1200020078389.191273.4233.73.658622.85.47[1]2010428200726.8200624.72.1200727.55%[2]WAPWirelessApplicationProtocol3G3rdGeneration21.21.2.1PESTSWOT3G1.2.23G3G3G1.31.3.1“”strategos“”3[3]“”·“”“”“”“”“”5P[4][5]19652080:•,[6]19904,[7]21“”“”“”,“”[8][9]1.3.2[10]206051.3.3[11][12][13][14]“”[15][16]“”[17][18][19][20][21]1.41.4.161.4.2SWOT1-1SWOT1-172PEST[22]2.1PEST2.1.11“”“”“”“”[23]“”“”2“”82.1.21[24]“”14.9%200120052379.80200020054103150668.11130.8516.8%634.4713.5%“”12%201020002020201018000[25]2-1GDPGrossDomesticProduct2-119951997200020022003%%%%%476.246.3443.975.11033.559.11185.741111404.7512.122008630.851950015742“”“”9“”2.1.3122008“”32007“”2007122.1[26]——10“+”2.1.4[27]3GWi-FiWirelessFidelity(IEEE802.11)13G3GGSMGlobalSystemforMobileCommunications9600b/s3G2M/s3GGSMGPRSGeneralPacketRadioService384kb/sISDNIntegratedServicesDigitalNetwork3G——TD-SCDMATimeDivision-SynchronousCodeDivisionMultipleAccess2008412G3GCDMA2000CodeDivisionMultipleAccessCDMA20003GWCDMA3G3G112WiMax3GWiMaxWorldwideInteroperabilityforMicrowaveAccessWiMaxWiMax3GWiMax3G3G3GTD-SCDMAWiMaxWiMaxWiMaxTD-SCDMA2.22.2.1120074272007CDMA22008523CDMAGSM“”“”“”123500CDMA2.2.22-1[28]2-11IVRInteractiveVoiceCPSPCPSP13ResponseWAPSPServiceProvider48%“”2“”QQ345142.3Wi-fiPCPersonalComputerPC2.3.12-22-3[29]2-2()392000392000207920794834832170004280.93771217000CDMA4280.93771GSM1240001240001090001090002165.62165.62-37297.11.8CDMA78.5220.167.3GSM116.55.94.031578.9%2.3.2CDMACDMA[30]IPTVCDMAWiFiCDMAGPRSEDGEEnhancedDataRateforGSMEvolutionGSMWiFiCDMAVPNVirtualPrivateNetworkIPTVInteractivePersonalityTV162.3.33G——WCDMATD-SCDMACDMA2000GSM3GIPTV1733.13.1.1“”1999072296,7719.519992007870700“”“”“”2006“”“”“”“”“100”“”200784.28“”“”“”“”2000“”“”3-1183-1GPRS137947541429.410101042743.1.24-73-7199612008624.527%3-83-83.23.2.1200867314078.9%3-127%41%32%200100200300400500600700800200520062007200863-12005-200863.2.21KPI20086KPI(KeyPerformanceIndicators)3-23-220086KPI60963132PC37.219.4741.480.9513915.669.7513.3434.392123-220075.343-3WAP92%0246810121416200620073-22006-20073-32007223.33.3.1GPRS“+”3-33-3GPRS“+”GPRS13912580WAP“”139PCWAP1395203.3.223——[31]3-43-4//1338%12%529061563932264%37%9420933165%28%3875173684GPRS231%39%318.9437205142%121%34.8880613984%167%15.663947-183%83.7331842.5%81%4.915924%17%0.9513.53-43-4123456789241GPRSGPRSGPRS2“+”“+”31394200720083-5253-5139GPRS[32][33]3.3.3120088923-63-6ABC2161713637141252820121281121150793446392220088216963-7263-72234562272275733655023431271283648488539162190107422171178763317401306926992058812169633-520083-656%300KPI33%0501001502002503003504004502007062008063-52756%17%27%3-63.3.43-83-80.1,0.150.1,0.150.08,0.10.3,0.60.3,0.6GPRS15100M,40300M,80500M,1805100M,50500M,1001000M,150982ADSL555+1393-8GPRS283.3.512580139“”10086100865820294SWOT[34]SWOT[35,36]4.14.1.120085GSMCDMA78.9%12.6%8.5%7294.1.24.1.392169622424100864.1.430200861224.1.5--200720081394.24.2.14.2.2“”56314.2.34.2.44.2.5GPRS4.34.3.13GTD-SCDMA3G32PPTPushToTalk4.3.24.3.3“”4.44.4.14.4.2334.4.3TD-SCDMATD-SCDMA4.4.43G20