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湖南大学硕士学位论文湖南移动通信永州分公司3G市场拓展策略研究姓名：文辉申请学位级别：硕士专业：高级工商管理指导教师：袁凌20070430II2G2.5G3G3G3G3G3G3G,3G“”“”,“”3G3G2G3GSWOT3G2G3G3G3GIIIAbstractCurrentlytherearetwocompetingtelecommunicationprovidersthatdominateinthedomesticmobilecommunicationmarket,ChinaMobileCommunicationsCorporation(ChinaMobile)andChinaUnitedTelecommunicationsCorporation(ChinaUnicom).BothChinaMobileandChinaUnicomprovideaudio/dataprocessingmobilecommunicationservicesbasedon2Gor2.5Gtechnology.The3Gcommunicationstechnologyisthenextgenerationtechnology.Theglobalmarketforthe3Gcommunicationstechnologyhasenteredintoarapidgrowthphase,becauseoftherecenttechnologyadvancementsandapplicationexpansions.Thelicensingofthe3Gtechnologytomultipleserviceproviderswillnotonlypromoteservice/technologyupgradingbythetelex-communicationproviders,butalsoresultinfiercecompetitionsinthemobilecommunicationfield.Anumberofmajorserviceprovidershaveobtainedthe3Glicenseandhavebeentryingtoincreasetheirmarketshares.Afterdetailedanalysisofthecurrentsituation,HunanMobileYongzhouBranch(HMYB)decidedtostrategicallyfocuson3Gmarketing.UndertheleadershipofChinaMobileandHunanMobile(HMYB’sparentalcompanies),thisstrategywillhelpHMYBmakeasmoothstrategictransition,keepandincreasethemarketshareandrevenueinthe3Gera,gaincompetitiveadvantageinthefuturemobilecommunicationfieldandremainasaleadingproviderinthetele-communicationmarket.Inthelongrun,thisapproachwillfacilitateChinaMobile’sstrategictransitionfrom“amobilecommunicationprovider”to“amobileinformationprovider”andthefulfillmentofChinaMobile’sultimategoalofbecomingaworld-classtelecommunicationenterprise.Thethesisfirstinvestigatedtheexternalenvironmentofthe3Gmarketandfieldcompetition,andthenstudiedtheinternalenvironmentof3GbusinessdevelopmentatHMYB.TheSWOTanalyticalmethodwasusedtoevaluatetheadvantages/disadvantages,opportunitiesandchallengesofHMYB,basedonthesystematicanalysisofthebusinesscategory,customerpool,productpricing,saleschannel,customerserviceandnetworkusageofthe2Gmarketandthebusinessdemandandtargetmarketstatusofthe3Gmarket.ItisconcludedthattheHMYB’smarketingstrategywillfocusonthefollowingfiveaspects:fieldleadershipestablishment;brandcreation;in-depthdevelopmentofemergingbusinessandruralmarket;resourcesintegrationofcorporateandsaleschannels;andsmoothtransitionofnetwork,customerandbusinessfrom2Gto3G.Keywords:3G;OperationandMarketManagement;CompetingStrategy;MarketingVI1.1..............................................................................................53.1........................................................................................163.2........................................................................................163.32006...........................................................................................173GVII3.1.............................................................................................173.2ARPU................................................................................183.3........................................................................................193.4............................................................................213.5............................................................................223.6........................................................................................283.7SWOT………………………………………………………33I1______2-1-11.11.1.1199920022G2.5G4.420007GSM370%,1994CDMAGSM1.43G3G20073G3G3G3G3G2G3G3GWTO200820083G3G20073-43G433G-2-1.1.2(3G)(2G)3G2G,3G2G82006669154.873G3G3G,3G“”“”,“”1.21.2.13G(WCDMACDMA2000)3G3G13G2003-20043G20033G4000414165103G()20043G170020053G05155147WCDMA137CDMA40521.6,3G65002006-20073GGSMWCDMA20073G200653G2.6220073G3.52008-20093G,-3-3G23G3G(1)Vodafone()()3GVodafoneLiveWith3GVodafoneWirelessOfficeGSMWCDMA2G3G3G3G(2)NTTDoCoMo()WCDMA(FOMA)3GSPCP80000SP200010SP(3)Hitchison3G()3G()3G(4)()3G3G3G3G1.2.23G3G3GTD-SCDMA19986(ITU)3G13GGSMCDMATD-SCDMA3G-4-3G3G20083G2007WCDMATD-SCDMAWCDMATD-SCDMATD-SCDMA3GTD-SCDMAWCDMACDMA2000WCDMATD-SCDMAWCDMACDMA2000WCDMATD-SCDMA23G2G3G3G(1)3GTD-SCDMA,3GGDP1.67%(2)3G2G/3G(3)3G3G(4)3G(5)3G3G2G1.31.3.13G3G3G-5-1.3.2()SWOT3G1(1.1)1.13G-6-2SWOTSWOTSWOT(Strengths)(Weaknesses)(Opportunities)(Threats)-7-23G3G3G2.12.1.1“”1(1)(2)(3)(4)(5)3G,233G(WCDMACDMA2000TD-SCDMA)TD-SCDMATD-SCDMATD-SCDMA3G-8-3-44WTOWTO525%1435%49%2.1.21,2.244577.5177,“”“”“”34——()()322207()()()()“”201050“”22007GDP8%GDP12.5%-13%,-9-2006418GDP11.8%,86.5117.2623.216%(1)29548725(2)2007373.764.39246.3435.81(3)117.2614.6%73.6117.8%43.659.4%32.1.312G(1G)“”200090(2G/2.5G)GSM()CDMA()3GWAPGSMGSMCDMA23G3G()(ITU)1985,,,2G3G-10-WCDMACDMA2000TD-SCDMA3GWCDMA2GCDMA2000CDMATD-SCDMA3G2G3G“”3G(1)WCDMAWCDMAGSM(384kbit/s2Mbit/s)HSDPAHSUPA(HSDPA14.4MPS)(2)CDMA2000CDMA-1XCDMA2000IS-95CDMACDMA3G20003GPP2CDMA20001X1X1XEV1XEVCDMA20001XEV-DO650kbit/s2.4Mbit/sCDMA20001XEV-DV5Mbit/s(3)TD-SCDMATD-SCDMA200612TD-SCDMATD-SCDMATD-SCDMA155M3G()TD-SCDMAGSM/GPRSHSDPAHSUPA3(1)WCDMAGSM80%3GWCDMAWCDMAR5IP-11-WCDMAGPS(2)CDMA2000CDMA20001X300GPS(3)TD-SCDMATDD(33GTDD)TD-SCDMAGSMGSMA/GbGSMGP