MT公司中国市场竞争战略研究

【作者】 高鹏；

【导师】 蒋春燕；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2017， 硕士

【摘要】 专业无线通信面对的主要是政府、公共安全、企业等行业用户,用户的第一需求是安全、稳定,因用户规模相对较小,技术更新的速度较慢。2009年工信部发布“666号文”,意味着我国专业无线通信正式启动了“模转数”的进程。中国厂商海能达在数字技术上投入了大量资源,不断蚕食MT公司在中国市场的中高端客户。2016年,海能达在中国市场的销售额、市场份额(终端数量)双双超越MT公司。同时,随着LTE技术的完善和成熟,国内通讯巨头华为、中兴、大唐、普天等公司推动成立了基于LTE技术的宽带集群(B-TrunC)产业联盟,纷纷进入专业无线通信行业,并推出各自的LTE宽带数字集群产品,而MT公司尚无相应的宽带产品,在未来的市场竞争中处于劣势。从全球专业无线通信市场来看,MT公司依然占据40%以上的份额,但华为、中兴等中国企业在海外拥有较强的影响力,海能达也在国际市场不断加大投入,这些中国企业不仅仅对MT公司形成竞争压力,甚至存在颠覆MT公司的可能。MT公司中国市场的竞争战略,能否使中国市场成为保护其全球业务安全性的“防火墙”,对MT公司全球业务的发展、未来的生存都至关重要。在本文的介绍中,我们将从中国政治经济环境、专业无线通信行业发展以及MT公司在中国市场的内外部环境、主要竞争对手情况等方面,分析MT公司在中国市场面临的问题,并提出相应的解决方案,希望协助MT公司制定出适合中国市场环境的企业战略。本文借鉴战略管理的相关理论及方法,运用传统的战略分析工具,如PEST分析、波特五力模型对MT公司在中国市场的内、外部环境进行广泛深入的分析,并结合MT公司的专业无线通信业务找出其主要的优、劣势。根据波特的竞争战略模型理论,运用SWOT分析,制定出中国市场的竞争战略,同时从多个角度对该市场战略的执行提出了有针对性的具体举措。本文将战略管理的理论知识运用到实际的企业发展战略研究中,对于类似企业的战略制定,也有借鉴意义。更多还原

【Abstract】 The mainly users of Professional Wireless Industry are governments,public security,enterprise and others.The core demands of them are security and stability,because the market size is smaller than public wireless market,development and updates of technology relatively slowly.In 2009,Ministry of Industry and Information Technology released the Document of No.666,means that professional wireless communication has initiated the process of transfer from analogy radios to digital radios in China.The domestic manufacturer Hytera invested a lot of resources in digital radios,and has been encroaching on the middle and high-end customers of MT.In 2016,Hytera surpassed MT both in sales and market share in the China.At the same time,along with LTE technology became perfect and mature,some domestic communications companies,such as Huawei,ZTE,Datang,Putian pushed to establish B-TrunC industry alliance,which based on LTE broadband trunking,officially entered the professional wireless communications industry,and has been launched broadband digital system and radios.But MT company still no corresponding broadband products,has no advantages in future market competition.Although in global,MT still occupied more than 40%of the market share,domestic companies such as Huawei,ZTE have enormous influence on abroad,Hytera is also increasing investment in recent years on the international market.These companies not only took high pressure of competition to MT,also maybe overturn MT’s business in future.Development and market strategy of MT in China can help to build a "Firewall" of MT to resist the invasion of Chinese companies.This can influence the development of MT global business,and even the MT’s survival in future.Introduced in this article,we will from China’s national political economy policy,professional wireless communication industry development,internal and external environment of MT in China,to do an analysis of MT’s problems,and try to propose corresponding solutions,help MT to develop a suitable enterprise strategy for Chinese market.Draw lessons from the relevant theories and methods of strategic management,this paper used some traditional strategic analysis tools,such as PEST analysis,Porter’s Five Models to do in-depth analysis of internal and external environments for MT,find out MT’s main advantages and disadvantages.Using Porter’s competitive strategy model theory,and SWOT analysis,to develop MT’s competitive strategy in China.At the same time,we also gave specific measures from the angle of multiple executions according to the marketing strategyIn this paper,the theoretical knowledge of strategic management was applied to practical enterprise development strategy research,which could be used for reference in the strategy formulation of similar enterprises.更多还原