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论文编号：	6723
作者编号：	2120122796
上传时间：	2014/12/5 12:39:13
中文题目：	中国移动4G业务竞争战略研究
英文题目：	The Research Of China Mobile Competitive Strategy Based On 4G Business
指导老师：	石鉴
中文关键字：	4G；竞争战略；竞争环境；OTT；运营商
英文关键字：	4G;Competitive Strategy;Competitive Environment;OTT;Carriers
中文摘要：	随着通信和互联网行业相互促进高速发展，三大运营商在3G商用初期即开始部署4G，并于2013年底正式开启商用。作为TD LTE制式的大力推进者，中国移动在经历了3G时代的阵痛后，同时面临着其他两大运营商、互联网OTT高速发展、以及虚拟运营商新兴和崛起的残酷竞争局面，市场份额开始萎缩，利润率增速明显减缓。中国移动如何利用好4G提前发力的有利条件，充分分析考虑当前竞争形势，借鉴国外运营商的经验，做好移动通信市场战略布局，对企业的长远健康稳定发展有着重要的意义，而当前4G发展初期也是中国移动企业战略调整决策的重要时间点。因此，研究基于4G发展的中国移动竞争战略具有重要的现实意义。 本文主要从竞争战略相关理论研究入手，介绍了竞争战略的基础理论体系，并对竞争战略、核心竞争力、以及五力模型、价值链分析、SWOT分析几种主要分析方法进行了回顾。随后介绍了国内外4G产业发展情况和运营商主要竞争战略研究成果。通过PEST分析详细的分析了中国移动当前面临的外部竞争环境，通过内部价值链分析分析了内部价值链情况。同时列举了中国移动的主要竞争对手中国联通、中国电信、虚拟运营商以及互联网企业OTT的相关竞争对手情况，梳理出中国移动在4G发展过程中的竞争形势。随后结合前期分析的形势，通过五力模型和SWOT模型进行了战略分析，总结出中中国移动的核心竞争力即网络基础（最丰富的基站资源和最优的网络质量）、业务服务（移动品牌优势和服务优势）和市场规模（最大的个人用户规模）。根据相关核心竞争力研究归纳，总结出中国移动应该在4G发展中重点推进成本领先和差异化相结合的混合战略。随后，本文针对该成本领先和差异化的竞争战略，提出了加强终端营销、做好流量经营、对用户价值创新和针对衰退业务做好保有工作的具体实施方案建议，并对相关方案的必要性、意义和预计效果做了阐述。 本文的研究对正值业务收入驱动力转型的中国移动通信4G行业市场做较为详细的分析，针对OTT、虚拟运营商等新兴的竞争对手情况以及竞争策略做了较详尽的对比和分析。本文总结了4G发展中中国移动三大核心竞争力，得出中国移动应推行成本领先和差异化混合战略的结论，该竞争战略符合企业和行业发展趋势，期待该战略对新环境、新时期下的中国移动发展能有所帮助。本文针对4G发展中各种新因素的详细分析，也为后期4G发展其他相关运营商的发展经营战略提供了参考。
英文摘要：	As the telecommunication and Internet industry to promote the rapid development of mutual, the three operators began to deploy 4G network in the early commercial deployment of 3G, and was officially opened by the end of 2013. As TD LTE standard vigorously promoter, after experienced 3G era pain, while faced with the other two operators, OTT rapid development of the Internet, as well as the rise of virtual operators in emerging and brutal competitive situation, China Mobile’s market share began shrinking and profit growth slowed down significantly. How to make good use of the favorable conditions, make the full analysis to the current competitive situation, learn from the experience of foreign operators, make good strategic layout of the mobile communications market, have great significance to China Mobile’s long-term healthy and stable development. the 4G early development time is also an important point to China Mobile corporate strategy adjustment decisions. Therefore, the study of competitive strategy based on China Mobile's 4G development has important practical significance. This paper starts with the theory of competitive strategy, introduces the basic theory of competitive strategy.Competitive strategy,core competencies, five forces model, value chain analysis, several main analysis methods include SWOT are reviewed. Then introduced the domestic and international 4G industry developments and main competitive strategy research. By PEST analysis way in-depth analyzed China Mobile currently facing external competitive environment, through the internal value chain analyzed the internal value chain situation. Meanwhile cited the relevant case of main rivalChina Mobile, China Unicom, China Telecom, virtual operators and Internet companies OTT, and lay out the China Mobile 4G competitive situation. Consider about the preliminary analysis, and then combined with five forces model and SWOT model to do strategic analysis, summed up the core competitiveness of China Mobile - the network infrastructure (the most abundant base station and the best network quality), business services (China Mobile’s brand and service advantages) and market size (the maximum size of individual users).According to the relevant core competencies study concludes, summed up China Mobile should focus on mixed strategy of cost leadership and differentiation to promot development in 4G era. Subsequently, Against the mixed competitive strategy, proposed to strengthen the terminal market, good traffic management, users’ value innovation and good work for the declining business, and Necessity, significance and expected results of the related programs are described in detail. The paper have made detailed analysis to 4G business market of China mobile telecommunications industry which were just in a period of revenue driving force transformation.,Have made a more detailed comparison and analysis of competition policy to OTT, virtual operators and other emerging competitorsdo. This paper summarizes the development of China Mobile 4G three core competitiveness,come to the conclusion that China Mobile should implement mixed strategy of cost leadership and differentiation. This competitive strategy in line with business and industry trends, we look forward to the strategy can help the development of China Mobile under the new environment, new era . This papernot only made a detailed analysis of the new development factors of 4G, but also provide a reference for the development of other related 4Gdevelop business strategy.
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