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| 论文编号： | 2191 | |
| 作者编号： | 2220070918 | |
| 上传时间： | 2010/1/20 10:19:46 | |
| 中文题目： | 新联通第三代移动通信战略研究 | |
| 英文题目： | Study on the 3G Strategy of New China Unicom | |
| 指导老师： | 吴晓云 | |
| 中文关键字： | 中国联通 第三代移动通信 态势分析法(SWOT分析) 战略 | |
| 英文关键字： | China Unicom,3G,SWOT Analysis, Strategy | |
| 中文摘要： | 随着移动通信技术的不断演进，第三代移动通信（简称3G）备受各届关注。3G技术带来的不仅是一场技术层面的变革，同时将给通信运营商带来需求、服务、业务、投资、政策等各个层面的机遇和挑战。在GSM时代中国形成了移动通信领域一家独大的格局，3G的应用将使通信运营企业原来的优势和劣势随时可能发生逆转。 在这样一个关键时期，本文立足新成立的中国联合网络通信有限公司，综合运用企业管理学科的理论知识，对新联通的3G发展进行战略分析、选择和实施的研究。首先分析中国移动通信业的竞争环境和各个移动通信运营商的竞争力，然后明确了3G背景下中国联合网络通信有限公司应该采取增长型战略和扭转型战略的总体战略，最后提出在业务层面采取前向一体化战略和差异化战略，并在基础上提出相应的实施对策。 在战略分析部分，首先用PEST分析法对中国联通外部一般环境进行分析；然后对中国联通进行内部优势与劣势的分析；最后在进行机会分析和威胁分析后，运用SWOT工具对中国联通的优势、劣势、机会、威胁进行综合分析。战略选择部分在战略分析的基础上确定出中国联通的差异化3G战略、前向一体化战略和相关职能战略，并在各部分的实施过程中提出对策和建议。 | |
| 英文摘要： | With the development of mobile communication technology,3rd generation mobile communication(3G)was got more attention.The usage for 3G technology is not only the renovation for technical level but also the opportunity and challenge on policy operation service requirement and etc.level for communication service provider. In the GSM era, China has formed a dominant pattern in the mobile communications field.With the coming of 3G, the advantage competition situation for communication service provider will be totally modified. At the crucial time, I use the knowledge of Business Management to analyze,select and execute the development of China Unicom’s 3G,which gives the reference to its 3G development strategy and brings out a sustainable development way for China Unicom to be a“provider on comprehensive communication and information. On the part of strategy analysis,firstly,this part analyzes China Unicom’s exterior general environment using the PEST analysis method.Secondly,this part does an internal advantage and disadvantage analysis to China Unicom.Finally,after making an opportunity and threat analysis, I makes the comprehensive analysis on China Unicom’s strength,weakness,opportunity and threat using the SWOT instrument.The part of strategy selection identifies China Unicom’s differential 3G strategy and the total incorperate strategy after the strategy analysis,include the choice of functional strategy,and puts forward the countermeasures and suggestions in the strategy implementation course. | |
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