【作者】 王洪涛；

【导师】 钟耕深；

【作者基本信息】 山东大学 ， 工商管理， 2011， 硕士

【摘要】 新联通自2008年10月份正式成立以来,固网及移动网的全业务经营带来了新的发展机遇,固网收入持续下滑的趋势得到了遏制,整体业务量和收入稳步增长。但与此同时,与移动、电信之间的同质竞争更加激烈,电信行业经营环境日趋复杂多变。济宁联通作为当地主导运营商,要想把竞争优势保持下去,就不能以简单的跟进对手的低价格作为竞争战略。济宁联通当前需要研究和探询的主要经营工作问题之一就是：在复杂多变的市场竞争形势下,选择正确的竞争战略,以此应对越来越白热化的同质竞争,持久现有的竞争优势。本文使用波特五力竞争模型、PEST分析法、SWOT分析方法,对济宁联通面临的宏观环境、电信行业环境、现有的能力、可利用的内部资源等等进行了分析。从外部环境分析来看,经济快速平稳的增长、3G牌照的发放和人们通信消费水平的提高,给济宁联通带来了前所未有的机遇,但是整个电信行业竞争的白热化、新技术新应用不断推出、三网融合即将拉开序幕,这都给济宁联通的生存和发展带来了极大挑战。从能力和内部资源的分析来看,济宁联通在客户资源、品牌、产品、内部渠道以及客户响应能力和产品研发能力等方面具有一定的优势,但是在成本、支撑体系、G网网络覆盖等方面有待改善。本文通过对济宁联通在三种基本战略的可行性、适用性等方面的分析,提出了差异化的竞争战略,并制订了具体可行的实施措施。同时,为保证差异化竞争战略的顺利实施,还在企业文化、营销渠道、人力资源和运营流程等方面,提出了可行的措施。希望通过对济宁联通竞争战略的研究,提出能够对联通北方十省的其他地市级分公司或同行业也具有参考和借鉴意义的战略和方法。更多还原

【Abstract】 The new China Unicom was established in October 2008. The restructuring brings new business development opportunities for new China Unicom in both mobile and network. The overall market share and revenue is growing Stable, even though there was some decreasing in telephone part which has been settled. At the same time, the homogeneous competition between Jining Unicom, Jining Mobile and Jining Telcom become more and more intense. The business environment of Telecommunications industry becomes increasingly complex.Jining Unicom, as leader of telecom operator in Jining, in order to keep its competitive advantage, can not use low price strategy as a competitive strategy. The current main task of Jining Unicom to study and inquire is:in the complex competitive situation, how to choose the right competitive strategies, in order to deal with more intense competition and keeping competitive advantage.In this research, PEST Analysis, Porter five forces competitive model and SWOT Analysis, has been used to analyze the macro-economic environment, industry environment and internal resources and capabilities of Jining Unicom. From the external environment analysis, steady of economic growth, issued 3G licenses and the improvement of people’s consumer communications level are providing many unprecedented opportunities to Jining Unicom; however, there is still a big challenge to Jining Unicom, for instance, the more intense competition, Integration of three Networks, and introduction of new technology. From the internal resources and capacity analysis, Jining Unicom has certain advantages in brand, customer resources, product, internal channel, customer service and R&D, but Jining Unicom still needs to improve its costs, support system and G network coverage areas.In this research, by the analysis on the feasibility and the applicability of the three basic strategies, concluded that Jining Unicom should select the competitive strategy of differentiation, and developed some feasible measures. In addition, to ensure the smooth implementation of competitive strategy, the author also proposes some practical measures in enterprise culture, Human resources, Marketing channels and Operational processes. Through the research of the competitive strategy of Jining Unicom, author hopes other municipal office in north ten provinces of China Unicom or the industry can also found some methods in it.更多还原