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论文编号：	1980
作者编号：	2220070878
上传时间：	2010/1/20 9:01:25
中文题目：	3G 时代北京移动延庆分公司通信市场
英文题目：	The Marketing Strategy Research of Beijing Mobile YanQing Branch Company at 3G
指导老师：	韩德昌
中文关键字：	通信市场，3G时代，竞争分析，营销策略
英文关键字：	communication market, 3G era, competitive analysis, marketing strategy
中文摘要：	2009年1月7日，工业和信息化部正式给中国移动、中国电信和中国联通发放3G牌照，这标志着中国电信业一个划时代的时刻到来。三张3G牌照的正式发布意味着中国的移动通信业终于进入了3G时代。随着中国政府相关决策方案的确定，3G时代的宏观政策和通信产业环境、行业竞争环境以及通信竞争格局都将会发生深刻变化，作为中国移动北京公司的区域性公司，延庆移动一直保持区域市场的领先者地位。但在新形势下，重组后的3大运营商的未来的竞争格局将会发生什么样的变化？中国移动如何提升自身核心能力，创造高品质的客户服务并做好未来长远竞争准备? 本文运用学到的管理学的相关知识，通过阐述电信行业发展现状、电信行业重组后竞争格局的变化情况，分析3G时代中国移动的优劣势以及面临的机遇与挑战, 总结国际运营商发展3G业务的经验和教训,分析北京移动延庆分公司在区域市场的竞争地位，通过对北京延庆地区电信业的竞争格局、市场需求等分析和研究的基础上，提出了3G时代延庆移动的市场发展策略转型。提出了在客户发展、渠道建设、集团市场拓展等方面的竞争方案。从传统的大众化营销转向差异化营销,打造一个基于延庆市场特色的移动营销系统，实现3G时代市场挑战的策略转型，以及实施转型所需要的组织机制、业务流程、企业文化、团队建设、人才培养等方面的政策资源保障对策。 此项研究力图帮助区域分公司管理层面向未来3G发展，把握通信行业的发展与变革规律，制定切实可行的战略目标；帮助分公司基层建立准确有效的3G竞争策略；并通过协调各种资源保障竞争策略的落地实施，从而达到公司全面、健康、可持续发展的目的。 本文从通信行业竞争环境分析入手，运用SWOT分析法、PEST分析法、波特五力模型、整合营销理论、竞争战略理论等多种手段对中国移动的发展现状和未来竞争策略进行研究，为企业发展指明了方向。
英文摘要：	January 7, 2009, the Ministry of Industry and Information Technology formally issued 3G licenses to China Mobile, China Telecom and China Unicom. This is one epoch-making moment for the telecommunication industry in China. The official issuing of the three 3G licenses means that the mobile communication industry of China has fully moved to 3G era. With the related policy’s making by government, Macro-policy and communications industry environment, industrial competition environment and communications competition pattern will undergo profound changes in 3G era. As a local branch of China Mobile, Yanqing Mobile keeps the position of leadership in local market. But in new situation, what kind of change will happen to the competitive pattern of the three major telecom operators after reorganization? China Mobile, how to enhance our core capabilities to create high-quality customer service and make preparations for the next long-term competitiveness? In this thesis, with learned knowledge of management, the present development of the telecommunication industry and the change of the competition pattern after reorganized have been analyzed; the advantage and disadvantage of China Mobile in 3G era has been researched; and the 3G business experience and lessons learned from international telecom operators have been summarized. Besides, the competitive position of Beijing Mobile-- Yanqing Branch in the regional market is studied. Based on the analysis of the competitive situation and the market demand of Yanqing telecommunication industry, the market development strategy transition of Yanqing Mobile for 3G era has been issued. In detail, the competition programme of the customer development, the channel construction, the Group's market development has been established. Yanqing Mobile aims to shift from traditional mass marketing to differentiated marketing, to create one mobile marketing system based on the characteristics of Yanqing market, to achieve the transformation in 3G era, and to finally implement the policy and programme in organization mechanism, business process, enterprise culture, team building and personnel training and so on. The study seeks to assist the management team in region branch to know the future development of 3G, to grasp the development law of the communications industry, to establish practical strategic objectives, to help the region branch build effective competitive strategy for 3G, and with the implement of all kinds of guarantee policy, to achieve the company’s comprehensive, healthy and sustainable development. This thesis analyzes from the competition environment of the communication industry, studies the present situation and future competitive strategy of China Mobile with SWOT, PEST, porter’s five forces model, integrated marketing communications, the theory of competitive strategy and other analytical method, and finally point out the direction for the company’s development.
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