后电信时代山西移动竞争策略研究

I山西大学2010届在职人员攻读研究生学位论文后电信时代山西移动市场竞争策略研究作者姓名：杨建军指导老师：李志强教授学科专业：工商管理培养单位：山西大学MBA教育中心学习年限：2006年至2010年二〇一〇年十一月IIAThesisfortheDegreeofMasterofBusinessAdministationofOn-jobTraineesatShanxiUniversityin2010（春）AftertheageofShanximobileTelecommunicationsMarketCompetitionStrategyResearchStudentName：Jian-junYangSupervisorProf.Zhi-qiangLiMajorMasterofBusinessAdministrationDeparmentMBACenterofShanxiUniversityResearchDuration2006-2010Dec.,2010III目录中文摘要..........................................................VI第一章绪论...........................................................81.1研究背景、目的及意义.............................................81.2研究思路及方法...................................................91.3论文的创新点....................................................10第二章战略理论概述..................................................102.1战略理论简要回顾................................................102.2波特的竞争力量模型及基本竞争战略...............................122.2.1竞争力量模型................................................122.2.2基本竞争战略................................................132.3SWOT分析法.....................................................14第三章山西移动竞争环境分析..........................................163.1宏观环境分析....................................................163.1.1政治环境分析................................................163.1.2经济环境分析................................................163.1.3法律环境分析................................................173.1.4技术环境分析................................................173.2行业环境分析...................................................203.2.1现有竞争者分析..............................................203.2.2潜在进入者分析..............................................213.2.3替代品分析..................................................223.2.4供应商分析..................................................223.2.5购买者分析..................................................23IV3.3内部环境分析....................................................243.3.1资源分析....................................................243.3.2能力分析....................................................243.4SWOT分析.......................................................253.4.1山西移动的优势..............................................253.4.2山西移动的劣势..............................................253.4.3山西移动的机会..............................................253.4.4山西移动的威胁..............................................26第四章山西移动市场竞争战略选择......................................264.1总体竞争战略....................................................264.1.1市场战略目标................................................264.1.2市场战略定位................................................274.1.3市场总体竞争战略............................................274.1.4山西移动竞争致胜的关键因素..................................29第五章山西移动竞争战略实施重点......................................315.1实施防御战略，确保核心市场稳定.................................315.1.1客户流失原因分析............................................315.1.2竞争对手争夺客户策略分析....................................325.1.3山西移动防御战略............................................325.2实施蓝海战略，推动信息化转型...................................335.2.1农村市场....................................................345.2.2校园市场....................................................345.2.3集团客户市场................................................355.3实施品牌战略，全面提升品牌价值.................................35V5.3.1用户品牌现状分析............................................355.2.2品牌战略....................................................375.4实施互联网战略，抢占未来竞争制高点.............................385.4.1互联网发展历程及趋势........................................385.4.2移动互联网价值链分析........................................405.4.3竞争对手互联网策略分析......................................405.4.4中国移动及山西移动互联网发展现状............................405.4.5山西移动互联网战略..........................................41第六章结束语........................................................42参考文献.............................................................43致谢..................................................错误!未定义书签。个人简况及联系方式....................................错误!未定义书签。承诺书................................................错误!未定义书签。学位论文使用授权声明..................................错误!未定义书签。VI中文摘要随着3G竞争的全面开展，移动互联网的飞速发展，在市场和技术的驱动下，同质和异质竞争相互交错的后电信时代正加速来临。山西移动作为目前在行业市场占主导地位的运营商，应采取何种竞争战略，保持领先地位，引领行业发展，这是本文的研究目的。论文的基本内容共分六章。第一章为绪论，阐明了研究背景、研究目的、研究思路及创新点。第二章是文献综述。第三章运用五力模型、SWOT分析法对山西移动竞争环境进行分析，探讨山西移动面对的机会与威胁、优势与劣势。行业竞争环境是本章的重点。第四章在第二章和第三章的基础上提出山西移动的竞争战略目标、定位和选择，整体上要实施以差异化为主、低成本为辅的市场领导者战略，具体在移动通信市场要实施差异化防御战略，固定宽带市场实施差异化集中战略，互联网市场实施差异化整合战略。并分析指出了战略成功的关键因素。第五章提出了山西移动竞争战略的四大重点，即实施防御战略，确保核心市场稳定；实施蓝海战略，推动信息化转型；实施品牌战略，全面提升品牌价值；实施互联网战略，抢占未来竞争制高点。结束语指出，面对同质竞争和异质竞争“两个战场”，山西移动必须以领先者的定位，以更加开放、积极的心态和创新的思维迎接竞争，才能把控竞争主动，创建新的竞争优势，赢得竞争主动权。关键字：后电信时代；中国移动；差异化；竞争战略VIIAbstractWiththe3Gtelecomtocarryoutacomprehensivecompetition.TherapiddevelopmentofthemobileInternetinthemarketandtechnologyisdrivenbyconsistencyandtheabilitytoadapt.Afterthetelecommunicationseraiscoming.ShanxiMobileintheindustryasthecurrentdominantmarketoperators,toleadthedevelopmentoftheindustry,whichisthepurposeofthisstudy.Thebasiccontentofthepaperisdivi