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论文编号：	4466
作者编号：	2120102649
上传时间：	2012/6/10 11:14:12
中文题目：	中国移动天津公司营销战略研究
英文题目：	Research on Marketing Strategy of China Mobile Tianjin Branch
指导老师：	刘建华
中文关键字：	中国电信行业;中国移动天津公司;营销战略
英文关键字：	China’s telecommunications industry; China Mobile Tianjin Branch; Marketing Strategy
中文摘要：	中国有着世界上最大的电信市场，同时其竞争环境在不断愈演愈烈。为了保住和增加市场份额，竞争优势是各大运营商所努力争取的关键因素。作为电信市场中很具有代表性的一员，中国移动天津公司自2000年创建以来，凭借其竞争优势，已迅速扩张并且在不断地拉大与其他运营商之间的距离。这很显然是天津电信公司市场变得愈来愈不平衡的一个信号。为了创造一个良好的市场竞争环境和市场结构，我国政府已主导了几次电信业重组，特别是在2008年的中国电信行业重组为中国移动公司的发展带来了巨大的影响。在本文中，作者以中国移动天津公司为对象，研究分析了中国电信行业重组对各大运营商竞争优势所带来的影响。本文的研究框架运用迈克尔波特的五力模型和PEST分析法分析整个电信行业的竞争环境，运用SWOT分析模型并结合基于资源的观点和基于能力的观点，对中国移动天津公司重组前后竞争优势变化进行对比研究，进而得出中国移动天津公司的转型战略，即在全业务背景下，本着以客户为本的服务理念，结合当前无线宽带技术的快速发展，不断挖掘并满足用户固化业务、语言业务、增值业务、无线通讯业务以及数字宽带等业务的需求，从而保持中国移动公司在行业内的领先优势。同时，本文以中国移动公司天津分公司为例对其战略选择与实施进行说明，对其战略依据及战略目标进行了详尽的阐述，并且重点结合中国移动公司12580业务的产品策略及品牌形象策略对其战略实施进行了较为直观的说明，并介绍了中国移动天津公司在组织、财务及技术上的保障措施。从长远角度出发，本文的目的在于理解一个企业在行业重组后如何保持并获得竞争优势。此外，结论会为今后相关企业制定相应决策提供一定的帮助。
英文摘要：	China has the world’s largest telecommunication market and the competition in this market is becoming fiercer among corporations. To survive and increase market shares, competitive advantages are the key factors each corporation strives for. As one of the representative companies in the industry, China Mobile Tianjin Branch established in 2000, with its competitive advantages, has expanded rapidly and led to huge profit gap between itself and other corporations. This is however a strong indication that China’s telecommunications industry is becoming more and more imbalanced. To obtain better competitive environment and market structure, several restructuring of the telecommunication industry has been implemented by the Chinese government. The restructuring has brought great impacts on the development of China Mobile Tianjin Branch. In this thesis, we investigate the effects of restructurings on the competitive advantages of companies through a case study of China Mobile Tianjin Branch. The analysis framework of the thesis starts with analyzing the competitive environment of the whole telecommunications industry through Porter’s five forces analysis. Then, SWOT analysis model combining with the resources-based views and capabilities-based view, is used for a comparative research of the changes of China Mobile Tianjin Branch’s competitive advantages. In the long run, the goal of this research is to understand how to maintain and gain competitive advantages of a company under industry restructuring by government intervention. Additionally, the finding will facilitate the government in future policy making.
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