搜狐无线增值业务竞争战略研究

上海交通大学硕士学位论文搜狐无线增值业务竞争战略研究姓名：杨晖申请学位级别：硕士专业：工商管理指导教师：周洁如20070128MBAIV(WVAS)2.5GMBAVRESEARCHONTHECOMPETITIVESTRATEGYOFSOHU’SWVASABSTRACTMoreandmoreentrepreneursawarethatitistheoneofthemostimportantfactorsleadingtosuccessthatsettingupthesuitablecompetitivestrategiesandmasteringtherelevantstrategicmanagementeffectivelyandefficiently.ThisarticleintendstoanalysisthecompetitionofWVAS(WirelessValue-AddedService),illustratestheselectionandexecutionofcompetitivestrategiesbySohu.com.TheauthorwouldlikeourdomesticServiceProvidermaybenefitfromthisarticlebyextractingexperiencebySohu.com.The1stchapterelaboratesthehistory,thebusinessmodelandWVASbusinessofSohu.com.2ndchapterelucidatesthegeneralenvironmentandanalyzestheproducts,technologyandmarketofWVASsector.AccordingtoPorter’stheoryandthespecificsituationofWVAS,The3rdchapterelaboratesthecompetitivestructure,themaincompetitorsandmadecomparisonbetweentheircompetenciesandthatofSohu.com.The4thchapter,integratingSohu’scompetitivestrengthandweakness,elaboratesthebackgroundandfoundationofdifferentiationcompetitivestrategiesincludingDiversifiedinformationportalStrategyandValueMBAVIchainintegrationStrategy.EstablishingnewwirelessinformationportalsmakescontributiontocombineSohu’sinternetservicewithWVASandfounddifferentiatedbusinessplatform,soastoforward2.5Gbusinessesandadoptadvertisingbusinessmodel.Sohu.comcanobtainmorecompetitiveandvariouscontentanddeliveryitsservicesinavarietyofsaleschannelsthroughimplementationofValuechainintegrationStrategy,andcontroltheoutsideriskconsequently.KEYWORDS:competitivestrategy,wirelessvalue-addedservice,Informationportal,valuechainintegrationMBAMBAIIMBAIIIMBA1SOHU1996ITC20007(2.5G)2002CDMA()GSMGPRS10%-20%(200538%62%)ARPU2001ARPU189200016.3%GSM2001ARPU86.3200030.6%00-04231189176168167726357568620002001200220032004ARPUARPU2-1ARPUMBA12ARPUInvestmentBankReports,LitRearches2-220%NTTDoCoMoKDDI30%GlobeSmart38%45%(SMS)Vodafone10%200310%200415%ARPU2000NTTDoCoMoi-mode20018i-mode3321142210330162515835NTTKDDIVodafoneSKTPCS200320042-2MBA13i-modeCP,ContentProvider(SP,ServiceProvider)(MNO,MobileNetworksOperator)(EP,EquipmentProvider)(TP,TerminalProvider)CPSPSPSP“Monternet”WAP(CP)(SP)2-3MBA14iResearch200529,400200636,000WAPIVRWAPIVR35MBA15LOGOlogo()PDA46472128MIDISMAFWAVWMAARMSTYMP3200320058680027.4MBA16WAP2KJAVAUNI-JAVABREWSP200482003160%20041000200350%RPGFTGSPGPC2.5G3GSP240P2PIPPCPDAMBA17IMQQ2004MSNQUCTOMSkypeTOMSkypeCALLME2005ARPUPTTPTT2006P2PQQMSN90UC102005QQQQMSNSMSQQPDASMSMMSLocationBasedServiceLBS(GSMCDMA)()232001MBA18200152001122003720042iResearch20052.21200480%20062008150%200852.53G50%43%~44%SP/CPSPSPSPPDASPMBA192002123MBA204IDC200623119540.7%SP2.5GPRScdma20001x2-52-4MBA21GSMGPRS3GWCDMACDMACDMA20001CDMA20002GSMS2.5GMMSWAPKJAVA3GGSMGlobalSystemforMobileCommunicationsGSM9.6KpbsGPRSGeneralPacketRadioServiceGSM()WCDMAGSM3GCDMAGSM200KHz5MHz2NbpsWCDMAWCDMA5MHzCDMA(CodeDivisionMultipleAccess)GSMWCDMAGPRSCDMACDMA2000CDMA200012G3G2.5GSMSSMSMMSWAPKJAVAIVR2-5MBA22CDMACDMA2GCDMAIS95AGSMCDMA2.5GCDMA20001XRTTGPRS1XRTTGPRSXRTTGPRS2.5G3GCDMA20001.XCDMA20003.XGPRSWCDMA2G3GWAPWAPWirelessApplicationProtocolInternetWAPInternetWAPGPRSWAPTCP/IPWAPIPGPRSIPWAPGPRSGSMWAPGSMSMSSMSShortMessageServiceSMSSMSGSM16070SMS140SMSSMSMBA23SMSEMSEnhancedMessagingServiceMMSMultimediaMessageServiceWindowsEMSSMSSMSMMSMultimediaMessagingService3GPP3GPPTS23.140WAPWAP206WAP209SMSMMSMMSMMSSMSEMSSMSSMSEMSMMSMMSMMSMMSWAPSMSMMSK-JAVABREWJAVAJ2MEJAVAJAVAJAVAJAVAJAVASun90SUNJavaJ2EE(J2SE)(J2ME)K-Java(Kilo-Java)J2ME(Java2MicroEdition)JavaPDAJ2ME1999JavaOneJ2MEJ2MEMBA24K-Java2G2.5G3GJavaK-JavaK-Java///Java/Java/JavaK-JavaK-JavaPCK-JavaK-Java34NTTDoCoMo