【作者】 肖艺君；

【导师】 谭跃雄；

【作者基本信息】 湖南大学 ， 工商管理， 2003， 硕士

【摘要】 长沙电信业的多次重组后，长沙电信业市场格局及长沙电信公司所处的竞争地位发生了很大的变化。近年来长沙电信公司市场份额不断下降，业务收入出现负增长，长沙电信公司迫切需要拓展新的业务领域，全面创新，摆脱当前的困境，而无线通信技术的飞速发展和新业务的层出不穷为长沙电信公司提供了契机。无线市话业务的拓展是否可行，应该怎样进入市场是本文关注的主题。 本文对当前无线通信市场的主要业务之一——无线市话业务(PHS)的发展进行了阐述，并应用PEST环境分析方法对影响电信行业宏观环境的因素进行了分析，应用波特竞争战略理论对长沙市移动通信市场的竞争状况进行了分析，结合长沙电信公司自身的资源及竞争能力及长沙市与其他城市发展无线市话业务的对比分析，认为长沙电信公司拓展无线市话业务是当前市场环境下可行的战略选择，而采取正确的营销策略是拓展无线市话业务获得成功的关键。 对长沙电信公司拓展无线市话业务应采取的营销策略，本文从无线市话业务的市场定位、无线市话业务的产品开发和产品组合、无线市话业务的定价策略、渠道策略等方面进行了分析。本文认为无线市话业务应定位于“优质低价”，选取主要在城市范围内有移动需求的用户作为其目标市场；在市场进入初期采取快速渗透定价策略，以低价格的销售迅速打开市场，在初期较短的时间内占据尽可能多的市场份额；在产品开发方面则应当从降低建设成本、挖掘增值业务、提高网络服务质量等方面着手。更多还原

【Abstract】 After several restructuring of the telecommunications industry of Changsha, great changes have taken place in the telecommunications market pattern of the city as well as the competitive status of Changsha Telecommunications Company. The market share of Changsha Telecommunications Company has been consecutively reduced and its operating income has become increasingly minus value. The company badly needs expansion of its business fields and all-round creation to extricate itself from the present difficult position. Rapid development of the wireless telecommunications technology and upspring of new businesses offer a golden opportunity. This thesis focuses on whether to expand PHS business is feasible and if possible, how to get into the market.This thesis, elaborating the development of PHS, one of the major business of present wireless communications, analyzing the factors affecting macro-circumstances of telecommunications industry by applying PEST methods, expounding the competitive situation of the mobile telecommunications market of Changsha by applying the theory of Michaele. Porter competitive strategy, combining the resources of the company with its competency and comparing Changsha with other cities in PHS development, believes that the expansion of PHS business is the company’s practicable strategic option under the present market situation, while taking right sales tactics is the key point to the success of such expansion.With regards to sales tactics supposed to take by the company, the thesis analyses the market orientation, production development and combination, pricing tactics and channel tactics of PHS business. The thesis believes that the company sould take "high quality with low price" tactics in PHS business development, targeting on the consumers with inter-city mobile demand, struggling for the market share by low-price sales at the first stage of the market entry and taking measures to develop products by reducing construction cost, providing added-value service and improving network service.更多还原