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上海交通大学硕士学位论文上海可以拿（KOINA）信息技术有限公司战略规划姓名：郑武军申请学位级别：硕士专业：工商管理指导教师：刘海龙20050228IITHEDEVELOPMENTSTRATEGYOFKOINAABSTRACTShanghaiKOINAinformationtechnologyCo.,Ltd.isanewjointventuremanagingshortmessageplatformservice,thecomprehensivenetworkoflocalChineseregion,on-lineeducation,theperiodicalof“knowledgeaboutChina”andsoon.Duetothenewbusinessofthecompany,however,someproblemsstilllieintheareasofstrategicplanning,internalmanagement,money-collecting,etc.Thenaccordingtothepracticalofthecompany,thispaperconductsalotofmarketanalyses,someinvestigationsplusresearchessoastotackletheaboveproblems.Onthisbasis,somerelevantmanagementtheoriesareusedtomakeoutnewstrategyforthecompany,andsomeusefulsuggestionsontheoverallobjective,strategicdecisionandspecificbusinessplanning.Thefirstparagraphofthispassageisdedicatedtothebasicintroductiontothecompany'sbusiness.Afterthemarketresearch,wehavecometoanunderstandingofsomespecificthoughtsintermsofKoina’sbusinesspromotion,developmentobjectiveandpromotionalplans.Koinahasexhibited,toacertainextent,itscharacteristicsandpertinencetoitstargetclientsatitsprimarystage.However,itisstillfacedwithdifficultyinitsefforttopromotethebusiness.Whathelpstostrengthenthepertinenceofthestrategyplanningisthein-depthanalysisofthecompany’scurrentcondition.Inthesecondchapterthewriteranalysisofmarketenvironment,thecompanyisfacedupwith,canbeconductedfrommanyperspectives.Firstly,itshouldbethecomprehensiveanalysisofthemarket.WehavemadedeepexplorationofthecurrentsituationofITindustryhomeandabroad.Bycomparingrelevantdata,wehaveclearlyknownaboutthevastmarketenvironmentthatnetworkcompaniesbelongto.Secondly,itisthedetailedanalysisontheprofit-makingpatternofnetworkcompanies,bywhichwehavegottheconclusionthatsuchcompaniesmainlygainprofitonthebasisofon-lineadvertisement,SMS,e-commerceandothervalue-addedservices.ThenwedoindividualmarketresearchonsomeofKoina’sbusinessandmakesolidfoundationforthestatusanalysiscomingnext.Thethirdchapterdealswiththecompetitivenessanalysisbymeansoftheoriesrelated.Asfarasthemarketisconcerned,analyseshavebeencarriedouttoensureaclearideaofthevolume,expectationandclientgroupofthetargetmarket.Asforthechallengesfacingus,underthehelpoffiveMichaelPorter’sstrengthmodels,thestudyhasbeenundertakentodealwiththethreatsofnewcomer,substitute,variationinsupplier’spriceandbuyer’sbargainingability.Indeterminingthecompany’sIIcompetitiveness,wemakeuseofSWOTtoestablishtheSWOTmatrixforSMSandcomprehensiveportalserviceinChina.Allthoseanalysesfromdifferedperspectiveshelptomakeclearourpresentchallengesandopportunity.Basedontheaboveanalyses,thefourthchapterproducesadetaileddevelopmentstrategyintermsoftheoverallobjective,developmentgoalsandpromotionalplans.Bymeansofprovidingserviceofelectronicbusiness,on-lineeducation,SMSandsoonfortheChinesehomeandabroad,KoinashouldstrengthentheconnectionbetweenvariousbusinessandstruggletobethemostinfluentialICPCompany.Theemphasisofthestrategyisgiventothefurtherunderstandingoftheclientgroups,occupyingthewould-bemarketinlightofspecialprojectspluscharacteristicservicesandleavingalonethemarketsharethathasbeenacquiredbythesimilarcompanies.Thedevelopmentstrategyhasfallenintotwocategories,namely,thecurrentandtheflexibleone.Moreover,wemakeoutaspecificpromotionalplaninaccordancewitheachbusiness.Afterthechartanalysesofthegrowthandthedevelopingpotentialineverybusiness,weforthoutthatthedevelopmentofcompanymustbeinthesupportofthekeycompetitivenessandtheestablishmentofkeycompetitivenesswillsurelydependontakinggoodadvantagesofthecharacteristicsofthecertainmarketandindustry.We,therefore,havetocomeupwithasuitabledevelopmentstrategybyvirtueofthein-depthunderstandingofthemarketandourowncompany.KEYWORDS:DevelopmentStrategy,IndustryAnalysis,ProductStrategy,MarketingStrategy20052281SP12345641234225050200471SMSMMS2342-112001.62003.722003.832003.12(www.onlines.sh.cn)SMS42004.1www.mmnara.net52004.4www.koina.cn(ShortMessagingService)EMS(EnhancedMessagingService)MMS(MultimediaMessagingServices)SPSPSMSSMS80ShortMessagingServiceSMS19921219941999GSM2001250020023600442-32002GDP95SMSMMSSMS4(EnhancedMessagingServiceEMS)EMSMMSMultimediaMessagingServicesMMS9(WAP)GIFJPEGMPEG-4MP3WAVMIDI20022SoneraEMTGPRSMMSMMS2002101MMSMMSMMS3GSMS3.22-4200271571090200211061320029500200222129019941120031001101005019998712WTO120032004200473-120041---84713100221199920023-219992002199020011920021916212003103475357011935%11%9.4%7.94%4.5%74.9%11.49%2.63%81.6%1413.5%5%32008200016101994200020041323-3200820082008199910002000153180020102010500010200317206.3350F120082010F152008200820105000115233-1SMSMMS16SMSMMSMOBILE3.21()173-22(1)(2)(3)(4)(5)(6)(7)3184(1)(2)(3)SMSMMS9