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上海交通大学硕士学位论文中国移动深圳分公司发展战略研究姓名：张红申请学位级别：硕士专业：工商管理指导教师：王毅捷20090111198770%20083GTD-SCDMAPESTSWOT4THEDEVELOPMENTSTRATEGYRESEARCHOFCMCCSHENZHENBRANCHABSTRACTInrecentyearstheChineseeconomycontinualgrowthhasledthetelecommunicationsIndustrytogetfastdevelopment.Since1987,Shenzhenmobilecommunicationcompanysetupthefirstdomesticpubliccellularmobilecommunicationnetworks,keepingcontinuoushighspeedgrowthsformorethan20years.Itsmarketshareachievesabove70%,becomesthetopbrandinthisindustry.However,since2008,withthemergerofthedomestictelecomoperators,allofthebusinesslicensebeingissuedandTD-SCDMA3Gvanguardoftheintroduction,Shenzhenmobilecommunicationcompanyisfacinganincreasinglyfiercemarketimpact.ThemarketgrowthofShenzhenmobilecommunicationcompanyhasslowedinrecentyears,andsomeignorednegativefactorsininternalandexternalsideintimeofearlyhigh-speeddevelopmentarealsoappearinggradually.Tosomeextent,itaffectedthebusinesstocontinuegrowing.Soassoonaspossible,weneedtofindanappropriatesetofsolutionstohelpenterprisesovercomethetremendousencounteredresistanceintheprocessofdevelopment,sotoenteranewphaseofgrowthcycle.ThisarticlewilltakeShenzhenmobilecommunicationcompanyastheobjecttostudy,usethePESTmodel,fivestrengthmodelsandinternalandexternalfactorappraisalmatrixtoolsandsoon,toanalysesthecompany’sinternalandexternalenvironment,findoutthefactorswhichinfluencethecompany’sdevelopment.UsetheSWOTmatrixanalyzedtheopportunity,thethreat,thestrengthandtheweaknesstowhichthecompanyfaced,makeclearthecompany'sdevelopmentdirectioninthefuture.Combinethevisionandmissionofthecompany,proposedthevariationstrategy.Usethevalueanalysisandthevaluecurvetoselectthekeyelementswhichinfluencethecompany’sdevelopmentinthefuture.Finallyinductsthebalancescorecard,makeplaninfouraspectsachievementtargetsystemsofthecompanyinfinance,customer,internalflowandstudy&growthandsoon,thiswillguaranteeShenzhenmobilecommunicationcompanytobeabletocarryoutthecompany’sstrategyplanineachmanagement,realizethecompany'sstrategictarget.Thistopic,throughtheactualcasestudy,willmakeuseforreferenceforShenzhenmobilecommunicationcompanytoenhancetheoverallmobiletelecomoperators’corecompetitivepowerandteam-buildingcapability.AlsoithasinstructiveassistancetoChinatelecomoperators’overallstrategicoperationlevel.KEYWORDS:Shenzhenmobileconmmunicationcompany;developmentstrategy;competitiveadvantages;corecompetitivepower;variationstrategy200911120091112009111MBA121100RD20083GTD-CDMAMBA2213GMSNSKYPECP/SPCP/SP2G3G2G3G2G3G20093GTDITMBA3+SkypeiPhone2008520082G3G2G3GIP2009302010405481130070S90%PESTEFE/IFESWOTMBA44-PESTEFEIFESWOTMBA511.11.1.119871119971987111820011/19IPE120001300MBA6ITITIT1FIGURE1TheSixKeySuccessFactors1300200040009080%1/42/51/201/109.5MBA71.1.21987111819871219941012199561995121996119971022231998616GSM180019999200111200252003365200451,000200412E-GPRS20052006200720084TD-CDMA1.220062010GDPMBA8MBA922.12G3GPESTPoliticalEconomicTechnologicalSocial2.1.1GB/T4754-20022.1.1.12000925MBA10272.1.1.2--20009--20054--20011--20011--20014--20009--200332.1.1.3MBA112.1.22.1.2.120012010GDP9.5%2010GDP200015583450GDP5.6201120208.5%2020GDP700075%GDP10003%GDP30007%2007GDP106281GDPGDP1MBA121Table1AnalysisofShenzhenMobile’sEconomicEnvironmentPESTCBI3GVOIPMSNSKYPESCP20062008MBA132.1.2.220082.1.2.3MBA142.1.3187631018922.1.3.120801187619221941194620601978AMPS1983AMPS198547101979800MHzHAMTS1980450MHzNMT1985MBA15TACS900MHz1986AMPSTACS19841985JDC450MHzNMT800MHzAMPS5,0001986TACS1987728207080197319871987101988219781977150MHz450MHz1982150MHz19831984450MHz1983801985MBA161987111813401,200150198811115531,13019881228181402.1.3.22013G3G3GUMTSCDMACDG20084153G6.63G3G3G2008130182WCDMAWCDMADIGI.COMWCDMA834%T-MobileSi.MobilWCDMA100%3G3G3G3GCHETANSHARMA20073GARPUKDDIDoCoMo3Italy3UKO2UK30%3GMBA173GTD-SCDMA20075TD-SCDMA200720083G3G2VodafoneCEOGoogleMyspaceYouTubeLTEWiMAXWorldwideInteroperabilityforMicrowaveAccess,WiMAX802.16WiMAX50kmWiMAXQoS2004802.16WiMAXWiMAXE3G3GE3G3G3G3G3G4G33GWiMAXWLAN3GWiMAXWLANMIMOMultiple-InputMultiple-Out-putOFDMOrthogonalFrequencyDivisionMultiplexingWiMAXWLANWiMAXWLANWiMAXWLANMBA18WiMAXWLANWiMAXWLANIP2.1.3.3,2.1.46512007200502.1.4.113G3G63G,,085MBA193-43G3G3G3G3G3G3G,2GDPMBA2032008524123G345CDMAGSMIT2FIGURE2ProgramRestructuring35MBA212.1.4.22.1.5PEST3PEST3PESTFIGURE3PESTAnalysisofTelecommunicationsIndustryMBA222.2M.Porter4FIGURE4FiveSectorsModelofIndustryCompetition52.2.12.2.1.120082420089.6MBA2331996-200179%2002-20055%20062006-20071015.5%26.6%55%85%2007369291076581334.6%38.6%5.0838%41%(75%-100%)20%56%20%50%7.370032388132.2.1.220073520076.20%,18.80%,9.60%,65.40%,52007FIGURE5TelecomOperatorsMarketSharein200720073.696,810MBA24(ARPU)89073,45625.7%WAP3GTD-SCDMA2.2.1.32.2.1.43G,,.MBA2552%200720.8%200216.72.2.22.2.2.1WTOMBA262.2.2.220011210WTO1200112WTOWTO30WTO11449WTO250WTO25WTO11435WTO349WTO5WTO325WTO51435WTO6492NTTDoCoMo20031050016NTTDoCoMoMBA274GDoCoMoDoCoMo4GDoCoMoVodafone2001227Vodafone25194.94.0622001111VodafoneSKT2007SKTSKTSKT20042007821SK8208.631076.49%23.51%71.43%21.96%SK6.61%SK8.997200562.43%94.97%2006125%4.18200