新型无线手机测试业务的战略研究

上海交通大学硕士学位论文新型无线手机测试业务的战略研究姓名：颜敏骏申请学位级别：硕士专业：工商管理指导教师：黄采金20070128WTO25200520063GTD-SCDMA3G:3G3G,THERESEARCHOFNEWSTRATEGYOFWIRELESSMOBILEPHONETESTINGFIELDABSTRACTTheeconomyofChinahasdevelopedoutstandinglyinthepast20years.AsthemainpartofGDP,theTelecommunicationfiledalsohasboomedrecently.Especially,thetechniqueofitstoodonthetopoftheworld.Inall,thepopulationofmobilephonesreachesaround25%ofallandtheusersofmobilephonearemorethanofphoneafter2005.Withannouncementof3Gstandard,TD-SCDMA,byChinagovernment,mostofmobilephonemanufacturerswerefacedwithnewchallengeandopportunity:notonlytheyshouldtakemoreeffortsintoR&Dtoworkouttheproductsaccordingtonew3Gstandardbutalsotheyhadtoimprovetheirproductivitytomeetmarket’srequirement.Therefore,theyturnedaroundtoaskafavorfromtheirtestingequipmentvendortogetvalueaddedserviceatlowerprice.InChina,threemultinationalsmonopolizedthemobilephonetestingservicefield.However,itwasshowedthattheservicevendorsfocusedonsalespromotionofmobilephonetestersandregardedthepost-salessupportasadditionalmethods.Therefore,theyonlyprovidedcustomersthestandardpost-salesserviceinsteadofspecializedservicetodecreasetheiroperationcost,whichcouldn’tmeetthecustomers’needatall.Basedon‘BlueOcean’theoryandConjointAnalysis,thethesisdesignedthenewmobilephonetestingservicestrategytosolveaboveissueconcludedasfollows:(1)Telecommunicationfield,especiallywirelesstelecommunicationfieldhadachievedoutstandingdevelopmentinChinasince1990’s.Afterthe3Gnetworkwascompletelydeployed,mobilephonemanufacturerswouldbefacedwithnewchallengeandopportunity:theywouldhavetogetupriverserviceproviders’fullsupporttoupgradetheirtechnologyandimprovetheirproductivity.(2)ThemobilephonetestingservicefieldwasmonopolizedbythreemultinationalsinChina.It’snoteasyforothercorporationstogetaccesstoitbecausethehightechnologyandinvestmentwererequired.However,itwasshowedthattheMobilephonetestingservicevendorsfocusedonsalespromotionofmobilephonetestersandregardedthepost-salessupportasadditionalwayalthoughtherelatedfieldhadabrightfuture.Therefore,theyonlyprovidedcustomersthestandardpost-salesserviceinsteadofspecializedservicetodecreasetheiroperationcost.Sothe‘RedOcean’appearedinthisfiled,thecompetitionboundaryandmarketelementsofwhichwereacknowledgedingeneral.(3)Thethesisadopted‘BlueOcean’analysistheorytodescribestrategycanvasofMPtestingservicefiled.Itinnovatednewvaluecurveofmobilephonetestingservicefiledbasedonfouractionsmainframe.(4)Thethesistookadvantageofconjointanalysistofindoutthepropervalueofmarketelementstodrawthenewmobilephonetestingserviceproject,whichprovidedcustomerremarkablevalue.(5)Thethesisdiscussedonhowtodrawanddeploytheprojectofbuildingupacorporationtoprovidenewmobilephonetestingservice.Itincludedthemarketanalysis,marketposition,marketpromotionandfinancialanalysistoevaluatetheproject.Inaddition,itsummarizedtheapplicationofMISintheproject.Ontheotherhand,italsoprovedthefeasibilityofnewmobilephonetestingservicestrategyandtheconceptofvalueinnovationby‘BlueOcean’.KEYWORDS:Wirelesstelecommunication,Mobilephonetesting,BlueOcean,strategycanvas,valuecurve,conjointanalysis20061124200611242006121200620061TDSCDMATimeDivisionSynchronousCDMA3GCDMA2000WCDMA3G3GMBA11.1WTO2520053-510%20063GTD-SCDMA3G:3G1.2MBA23G1.33G3GTD-SCDMA3G,MBA3MBA42.12.1.1199819982.87%20044.19%2-1GDPFigure2-1Incomeoftelecommunication’sproportiontoGDPinChinafrom1998to20042000WTO25%100010100014500Gartner3-510%(2-2)72.12%62.01%45.9%35.46%35.19%30%MBA50.000200.000400.000600.000800.000(23.8643.2984.53145.2206.0268.6333.4383.3433.2480.8519.3545.21.9%3.4%6.7%11.4%16.0%20.8%25.4%29.3%32.9%36.3%39.0%40.8%199819992000200120022003200420052006200720082009EconomistIntelligenceUnit,PyramidResearch2-219982009Figure2-2GrowthofMobilephoneusersinChinafrom1998to20092.1.2199995%20002000TCL2004TCL30%44%20%17%55%45%410MBA6222.2.190“”“”30%-50%“”“”“”19981231549MBA720051.2833.61220041.820042004200562-32-320042005Figure2-3QuarterlyOutputofGlobeMobilephonemanufacturer2.2.23G3G20062CDMA20001XWCDMA3G2.310%CDMA20001X1.57EV-DO2400WCDMA4910CDMA1XWCDMACDMA1XEV-DOGSM/TDMA(PDC/PCS1900)WCDMACDMA(SKTKTF)WCDMAResearchandMarketsMBA83G200720%3G3G20093G3GPCCW3G3G3G2G3G3G3G3G3G3GWCDMACDMA20001XEV-DOGSMWCDMATDSCDMA3G2G/2.5G3G2G/2.5G2G/2.5G3G3G9%-18%3G20049%6%200513%9%3G3G,3G20061TDSCDMA3GCDMA2000WCDMA3G3G3G3G3G20063G70%3G3G8%3G/3G60%3GMBA9/2005/122-43GFigure2-4MPconsumersExpectationIndicatorof3GapplicationinChina3G3G3GTD-SCDMA3G3G3G3G3G2003TD-SCDMA200420053G2005TD-SCDMA3G20053GT9TD-SCDMA3GMBA1020043G“”53G20053G20043GTD-SCDMA3GWCDMA3G20052005113010002005500CDMATata1503G20063G3G“”“3G”TD-SCDMA3G3G2.32.3.1Agilent1989MBA11AgilentR&S,Agilent60R&S30108960LG353G3GTD-SCDMA3G(R&S):CMU2006330%3GCMU200553G3GCMU(Anristu)882080102.3.2,,MBA122-5Figure2-5AnalysisofMPtestinginstrumentfield2.3.33GTD-SCDMATD-SCDMATD-SCDMATDDCDMA,TD-SCDMA2005TD-SCDMATD-SCDMATD-SCDMATD-SCDMATD-SCDMA2006TD-SCDMA3GMBA133GTD-SCDMATD-SCDMATD-SCDMATD-SCDMA2006TD-SCDMA2006100800TDSCDMAADSTD-SCDMA2G2.5G3GTD-SCDMA20063G(1)3GR&SWCDMAcdma2000TD-SCDMA(2)3GR&SEMCGSM/(E)GPRS/WCDMATS8950