盈通公司移动电子商务发展战略研究

华中科技大学硕士学位论文金慧盈通公司移动电子商务发展战略研究姓名：王运军申请学位级别：硕士专业：工商管理指导教师：黄卫来200610253GSWOTAbstractValue-AddedMobileServiceisanindustryvaryingfast,inwhichsomecompaniessuchasKong,Sohu,Netease,Sina,Tom,gothighsuccessinthelatestyears,andalsoattractsstronginterestsofforeigncapitalists.Meanwhile,thecomingoftheageof3Gtogetherwithquickdevelopmentoftel-communicationtechnology,havegreateffectonthisindustry,companiesabove,whicharefoundednotlongagoandarenotstrongenoughforparticipatinginseverecompetition,havetheextremelyimportantsignificanceinmakingpositivestrategyplantofacethechallenge.Firstly,thisarticlegivesdetaileddescriptiononValue-AddedMobileServiceespeciallyaboutitscurrentsituationandfuturetrendinhomeandabroad,thatexistsforthefulldevelopmentofentertainmentbusinessandthelackdevelopmentoftheapplicationsinthedevelopmentsystemofmobilevalue-addedservices,aswellasthebackgroundoftheestablishmentandbusinessapplicationstatusaboutKingtotemcompany.ThenemployingKingtotemcompanyasresearchexample,thearticleintroducesitsbackground,externalmacroenvironment,microenvironment,competitorsstatusandtheadvantages&weaknessandsoon,providesthestrategicimplementationplanswithsomeotheralternativesinthehighlightoftheSWOTanalysis.Basedonthetheoryofcomprehensiveapplicationofcompetitionstrategyandcorecompetition,togetherwiththere-orientationforKingtotemconsideringtheroleofValue-AddedMobileServiceinsecurityindustryaswellasbusinessdevelopmentfeatureandtendency,worksoutthestrategyschemesuitableforKingtotem’scontinuousdevelopment,relativemulti-dimentionalcorporatestrategyandoperationstrategyofmarketconcentrationdiversityforValue-AddedMobileSecuritiesService.Finally,thispaperposessomefurtherproposalsandsuggestionsonhowtoeffectivelyperformthestrategyplanandtohandletherelationbetweencompetencyandenvironmentchange,operatingprocessandthestaff,hopefullybringhelpfulreferencetothecompanieswhodesiretoseekdevelopingValue-AddedMobileService.Keywords:DevelopmentstrategyM-CommerceValue-AddedMobileServices12001WAP3G3G2005WAP21.2.1SPWAPIVRMMSSMSBREWKJAVACRBTWAPWirelessApplicationProtocolWAPInternetWAPIVRInteractiveVoiceResponseSPMMSMultimediaMessagingService3GPP3GPPTS23.140WAPWAP-206WAP-209SMSShortMessagingService3BREWJAVAJAVABREWCRBT(ColorRingBackTone)2003SPSP1-1[1]1-141.2.2200563.6200519%70%200520057140050[2]1.2.35[3][3]1.2.4ITITNetToPhonePhoneToNet3G63G3G3G3G3G2GIT3G73G891980M.E.Porter[4]2-1[5][6]2-1101[6][7][8]211[7]34512[4](CoreCompetence)1990C.K.PrahaladGaryHamel(TheCoreCompetenceofCorporation)[11][12][13][14]13[18]123142-22-215200423002.8[19]20042002005121.1164304950694200[20]200647.74.163.6580.42321.644.1664426243.609412006141322.546.5%2730.320061-42293.111.7%2081.611.5%[21]13-1[22]163-120066627.203763.0116%2001-20063-1[24][25]2001-200620013578817154.38%33220025230581918.99%508.1200399476675514.90%527.842004158748562918.54%548.592005126616487319%563.9620061-6161527753120.83%627.20200664506.3118296.0224%627.2017ITKJavaJ2MEJavaWindowsCESymbianLinuxOSPalmOS18PDAPDAWin-tel[phone]WTOSP:215SP12221998200312170015.532.4415%2002200311CMM32312244.1.1200412004-200520062005-20064-14-24-1254-14-22622003122.44.1.21200411554-14-120069(1)1(1)(1)(1)(4)123(3)(1)(1)(12)(6)(3)1(1)(1)(5)(4)(4)(1)(3)272284.1.311002200691826034.1.41029CMM24.2.14-34-34.2.20.1110560.1510150.2107510.1710160.11010510.3641010.181061301231SWOT5.1.1SWOTSWOT(StrengthsWeaknessesOpportunitiesThreats)K.J.1971()[26]SOWOSTWT[27]1Strengths2Weaknesses3Opportunities324ThreatsSWOTSWOT5-1WO5.1.2335-15-15.2.14-3345.2.25.2.313523645.3.1ITITIT37IT[30]5.3.2[30]123385.3.33MW15[30]5.4.1[30]395.4.24041MBA42[1]2005[2][3],2005,(5):7-10[4],2002,(6):93-95[5],2003[6]MICHAELE.PORTERCompetitiveStrategyFreePress,1998[7],1998[8]MICHAELE.PORTERCompetitiveAdvantageFreePress,1998[9]MICHAELE.PORTERWhatIsStrategyHarvardBusinessReview1996,74(6):61-78[10]MICHAELE.PORTERTheCompetitiveAdvantageofNationsHarvardBusinessReview1990,68(2):72-91[11]C.K.Prahalad&GaryHamelThecorecompetenceofthecorporationHarvardBusinessReview1990,68(3):79-91[12]2005,(3):24-29[13],2003,(3):35-40[14],2003,(4):336-340[15]2005,(2):80-82[16]43,2005,(8):119-122[17],2004,(6):40-42[18]ARE4,2004[19][e-mail]2005.4[20][21][22]WAP(2005)[23](2005)[24]2005(12)[25]2006(6)[26]SWOT(),2003,(8):49-52[27]SWOT,2005,(1):44-47[28],2004,(3):25-27[29]20063G[30]WhartonThreeReasonsWhyGoodStrategiesFail:Execution,Execution...[31]WhartonGotaGoodStrategy?NowTrytoImplementIt[32]Ying-FengKuo,Pang-