上海贝尔阿尔卡特通信产业发展战略研究

上海交通大学硕士学位论文上海贝尔阿尔卡特通信产业发展战略研究姓名：李剑申请学位级别：硕士专业：工商管理指导教师：宣国良20080601MBA4,,,PESTSWOTBCGMBA5THERESEARCHOFTHESTRATEGYOFSHANGHAIBELL-ALCATELCOMMUNICATIONINDUSTRYABSTRACTThecommunicationindustrynowinChinahasenteredintotheseverecompetitionphase.HowtodefinetheappropriatestrategyforShanghaiBell-Alcateliscrucialtokeeptheedgeofcompetitionandsustainedincrease.Thisisthemainpurposeofthisarticle.BytheenvironmentanalysisandSWOTanalysis,theShanghaiBell-Alcatel’sstrategyinthecompetition,thecompanylevelandthefunctionLevelaredefined.Themainapproachfortheanalysisisfromenvironmentanalysistostrategyenactionandstrategyevaluation.ThetheoryforanalysisincludeMichaelPorter’sFivePowerModelandValuechain.TheanalysistoolsuchasPEST,IFAS,EFAS,SWOTandBCGMatrixareusedinthearticle.Fromtheanalysisresult,ItshowthatShanghaiBell-AlcatelshouldchoosethecostleadershipstrategyasthemaincompetitionstrategywhilestilltrytoseekedgeofcompetitionbyValueInnovation.Thestrategyofcompanylevelandfunctionlevelareallbasedontheabovecompetitionstrategy.However,therearestillsomeweaknessintheinnovation,costcontrolandRe-organization.TheimprovementisnecessaryforShanghaiBell-Alcatel.KEYWORDS:CompanyStrategyinCommunicationIndustry,ValueChain,CostLeadership,ValueInnovation,Re-Organization,CorporationCultureMBA2MBA3MBA11.21(1)(2)(3)3G,NGN(4)(5)MBA22.PESTSWOTBCG1:Figure2:AnalysisModelforStrategyPEST()MBA3SWOTMBA41.12004200272200252820011023200011999619961994199215l38201319841.219843S124015201327.3270MBA5760l38[8]2002750%1200706131411220[8]2004200320042004IT21MBA61.1PEST1.1.12002750%12007061314112[8]CMM320%3G2005MBA7[9]3G3GTDSCDMA3G20042.5TD-SCDMA2006TDSCDMA271.1.219987%-8%20039.1%200420041365152:GDPFigure2:IncreaseofGDPandthepercentageoftelecommunicationinChinaMBA8199819982.87%20044.19%20013571.916.1%GDP2005200519431111.6%200557905%1200510%CDMA1X24.7%9.5%11.5%2005IPNGNNGNNGNNGNIPTV,IPTVMBA91.1.320061.1.421NGN2G3GCSNGNR5/6/7IMS(IPMultimediasubsystem)PSIP2.5GGPRS3GUMTSCDMA20001XCDMA2000ISDNATMIPMPLS3:Figure3:EvolutionofCoreNetworkMBA10ISDNDSLPON14.4KBITS128KbitsFTTBFTTHCableModem2MBits1.25GBits2G2.5G3G3GB3G/4GGSMGPRS/EDGEWCDMAHDSPATDSCDMA3GPPCDMAOneCDMA2000-1X1XEV-DV01XEV-DV3GPP210kbits100kbits2Mbits15Mbits100-1000Mbits2001-20042005-20092010-2019WLAN(WiFi)WinMaxIE802.11IE802.11bIE802.16dIE802.16e2Mbits30Mbits90'S-2000()4:Figure4:EvolutionofAccessNetworkMBA11SWSMWSFMSASON(SDHSDH-DXCDWDM+SDHOTN(ETDMOADM,OXC,WavelengthRouter2.5Gbits-10Gbits-40/160Gbits32*10Gbits1.6Tbits10TbitsIP(OXC+:IP60“”5:Figure5:EvolutionofTransmissionNetwork2G2.5G3G(API),CPU:,ISDNNGNSIP/GSMIMSWiFiSIP/GSMUMA,,IMS,lPxDSLUMTSCDMAWLAN6:Figure6:EvolutionofTerminalMBA12SIPIM,WEBIMSDigitalPayTVE-Learning:2.5G3GWAP:IMPTT(Blackberry2G7:Figure7:EvolutionofApplicationIP(1)NGNNGN,2006245NGN(2)IMS20(3)DSLPON(4)3GWCDMA,TDSCDMA,WIMAX,CDMA20003G2006TDSCDMA25HSDPA(5)IPTVIPTVIPTV(1)3G3G20008WCDMA,CDMA2000TDSCDMA3GHSDPA1XEX-DV3G3G3G3G20083G3GTDSCDMAMBA1383G3G3G3G(2)IPIPNGN3G(3)200620071.2[1]UTCISCO)(SKYPE,MSN,QQ)(8:Figure8:FiveFactorModelofTelecommunicationIndustryinChinaMBA14IT2080INTERNET3GIMS581985199519952004200420082008201510105819861995199520042GINTERNET200420082G3GINTERNETIP200820153GIMS9:Figure9:LifeCycleofTelecommunicationIndustryinChina1.2.110:Figure10:ValueChainofTelecommunicationIndustryinChinaMBA15ARPUCAPEX,2006GSMTDSCDMA3G,GSMCDMA3G3G3G2953.5821.5%50%804.8,5.7%GSM531.313.7CDMA251.117507.4854.950.4%845.152.56364.26462006660.26,23.3%84.4,29.4%36.4,8.2%GSM69.6,2.8CDMA10.3221.714.9271.422.8105.546.7,3.012150%14236.61457.2CDMA1X200412952.235091992832739,35%1.943942733.41508.1,31.4%IPTV14.45ARPU12,521.5YI;MOU()381;ARPU()90,,43%20%.6245%GSM:MOU237.42,35%ARPU49.2,200548.5ARPU=66.3693.0938.123.52.9;SMS,CRBT,WAP,,782.4,7.3%21.122.403588.11393.1GSM1195.4CDMA197.8UNI:499.1429.569.41.5780.743.5286.572.5236.332.313.5%;141.3341.78.1GOOGLE,22.749.3825.633;32.3236.313.33.1;54.2135.56.4ICT52.67CAPEX870,32%29.45%,2G;490.85893G,MBA16200620078TDSCDMA;:2007,USD460MPaktelLimited89%,USD400M;2007CAPEX99820067SK10200682006103G,,,,.,,IPTV,,.,3G1:Table1:AnalysisforfourOperatorinChina2006(1)6364.26462006(2)660.26,23.3%84.4,29.4%CDMA10.3,(3)3.012150%12952.231.94394(4)693.0938.123.5782.4,7.3%21.1236.332.313.5%141.3341.78.132.3236.313.33.154.2135.56.4GSMTDSCDMA3G,GSMCDMA3GMBA17(1)(2),,(1)(2),,,,IPTV(3),,.,3G1.2.2,UT2006UT11:2006Figure11:StrategicGroupofTelecommuicationManufacturer(before2006MBA182006,,,20062006-UT12:2006Figure12:StrategicGroupofTelecommuicationManufacturer(after2006WCDMATD-SCDMA3G20062006MBA1920061229.5(40.7,33.1%3.7()1.76,9.30(2005),()47.49,3.6,8%/14.66,11.9%,0.3%.25,000:,(GSM/CDMA/WCDMA/TDSCDMA/WIMAX/EVDO)IMS;IP:IPTV,,:1.:CBGIMSWLBGWSBGWCDMA/TD-SCDMAGSM/Wimax,CDMA/EVDO,2.:,GENESYS3.:,,,89.89YI,73.2%1/31/31/3ALU12%37%25%12%14%CBGWLBGWSBGEnterpriseService2:2006Table2:AnalysisofY2006AnnualReportofShanghaiBellAlcatel(1)(2)IMS(3)DSL+PON(4)MBA20(1)11.9%/16%10%12%(2)20061.76,20059.30),(3)200720062006-192.1,17%411,20%42%,3.5%32.5%,2.5%()28.4.8%42.19%13.2,38%38.3,8%/16%,0.4%:,(87%);:,,;:SONYERICSSION50/50;:20061,Marconi,,DSL20071,R