3G背景下上海贝尔发展战略研究 56页

中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑ChineseMaster"sThesesFull-textDatabase2011,No.S1EconomicsandManagementSciencesJ155-82-13G背景下上海贝尔发展战略研究刘民学位授予单位:复旦大学;学科专业:工商管理摘要2009年1月7日,工业和信息化部正式发放了3G牌照,中国移动、中国电信和中国联通分别获得TD-SCDMA、CDMA2000和WCDMA牌照。随着3G牌照的发放,中国3G的商用拉开了帷幕。受国际金融危机的影响,国际经济形势严峻的情况下通信设备商面对中国3G几百亿的投资,都觊觎已久。市场的竞争激烈至极。如何在3G大规模投资中获得收益,如何保证后续市场的稳定,如何面对30产业的新变化是每个通信设备商面临的挑战和机遇。上海贝尔作为中国3G市场的主要设备供应商,需要在市场中取得竞争优势,适应产业的变化,从而在激烈的市场竞争中占据有利的位置。为了把握3G市场机遇,获取利润,企业需要科学合理的战略指导。因此研究战略规划及实施,对上海贝尔具有重大的意义。本文主要研究分析在当前3G商用背景下上海贝尔公司相关战略。首先,对目前中国的3G发展现状、上海贝尔面对的外部经济政治环境、产业环境以及自身的优势及劣势进行分析,然后根据分析结果结合企业战略理论使用SWOT、战略矩阵、五力分析等工具制定上海贝尔总体战略、竞争战略以及职能战略。最后对如何执行相关战略提出一定的建议。同时希望通过对上海贝尔公司的战略分析,为公司更好的发展有所贡献,同时也可以对3G产业内的各企业提供一定的参考。关键词：3G;;发展战略;;竞争战略;;职能战略;;产业环境中图分类号：F623AbstractOn2009Jan.7th,MinistryofIndustryandInformationTechnologyaward33GlicensetotheCMCC,ChinaUNICOMandChinaTelecom.Commercial3Ghadcommenced.Thecommunicationequipmentsuppliercompaniescovetthechinathousandsofmillions3Ginvestments,especiallytheworldeconomicsituationwasflintyduetothefinanceconjuncture.Themarketcompetitionwasvehement.Thecompaniesarefacedmanyproblems.Howtoachievetheincomesfromthe3Ginvestment?Howtokeepthemarket?Howtodealwith3Gindustrialdiversification?Allthesuppliercompanieshadthechanceanddare.Asthemain3GequipmentsuppliercompaniesinChina,ASBneedgainthecompeteadvantageandsuittheindustrialdiversification,consequentlyholdtheadvantagedsituationonthedrasticallycompletemarket.Forholdingthe3Gmarketchanceandgainingthemargin,thecompaniesneedtherationalstratagem.Soithasgrandmeaningthatresearchingthestratagemlayoutandactualization.ThepaperstudiestheASBstratagemonthe3Gcommercialbackground.FirstthepaperanalyzestheChina3Gprogress,theexterioreconomyandpoliticsenvironment,industrialenvironment,theadvantageanddisadvantageofASB.ThenbyusingtheSWOT,Stratagemmatrix,FiveForcesModetoolsconstitutetheASBholisticstratagem,competitivestratagemandfunctionstratagem.Finally,givesomeadviceabouthowtoimplementthestratagem.ItishopedthatwithanalyzingtheASBstratagem,itwillcontributetheASBdevelopment,andalsobenefittheothercompaniesonthe3Gindustry.导师:骆品亮；导师单位:复旦大学 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-2KeyWords：3G;;Holisticstratagem;;Competitivestratagem;;Functionstratagem;;Industryenvironment 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-3目录1前言······························································································································································51.1论文研究的背景····································································································································51.2论文研究的目的和意义························································································································51.3论文的研究内容及方法························································································································523G背景及上海贝尔情况介绍·······················································································································72.1第三代移动通信介绍····························································································································72.2全球3G的发展现状·····························································································································82.3中国3G发展现状·································································································································112.43G产业介绍···········································································································································122.4.13G产业链介绍································································································································122.4.23G产业链变化································································································································132.4.3当前的产业环境·····························································································································142.4.4通信设备商在3G产业中的机会···································································································142.5上海贝尔情况介绍································································································································153外部环境因素分析PEST分析法················································································································173.1政治法律环境分析································································································································173.2经济环境分析········································································································································183.3社会文化环境分析································································································································223.4技术环境分析········································································································································223.4.1三种3G技术的当前状况···············································································································233.4.2三种3G技术的下一步演进···········································································································264竞争环境分析···············································································································································284.1行业中现有企业间的竞争分析·············································································································284.1.1爱立信·············································································································································304.1.2诺西网络·········································································································································314.1.3华为················································································································································314.1.4中兴················································································································································314.2潜在竞争者············································································································································324.3替代品···················································································································································324.4购买者的讨价还价能力························································································································334.5供应商的讨价还价能力························································································································345SWOT分析···················································································································································355.1优势(STRENGTH)·································································································································355.2劣势(WEAKNESSES)···························································································································365.3机会(OPPORTUNITIES)·······················································································································365.4威胁(THREATS)····································································································································366上海贝尔在当前3G背景下的发展战略研究······························································································376.1战略的含义············································································································································376.2战略定位及愿景····································································································································37 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-46.3发展战略目标········································································································································386.4总体战略制定选择································································································································386.5竞争战略选择········································································································································396.6职能战略················································································································································416.6.1营销战略·········································································································································416.6.2研发战略·········································································································································436.6.3生产战略·········································································································································446.6.4人力资源战略·································································································································447战略实施······················································································································································457.1调整产品开发重点································································································································457.2生产运营方面········································································································································457.3组织结构方面········································································································································467.4企业文化方面········································································································································468总结······························································································································································48参考文献··························································································································································49 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-5 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-6 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-7 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-8 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-9 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-10 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-11 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-12 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-13 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-14 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-15 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-16 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-17 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-18 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-19 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-20 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-21 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-22 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-23 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-24 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-25 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-26 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-27 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-28 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-29 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-30 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-31 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-32 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-33 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-34 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-35 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-36 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-37 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-38 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-39 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-40 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-41 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-42 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-43 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-44 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-45 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-46 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-47 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-82-48 第S1期刘民：3G背景下上海贝尔发展战略研究J155-82-49