【作者】 韩伟；

【导师】 徐宁；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2022， 硕士

【摘要】 近20年,我国的移动通信产业取得了举世瞩目的发展。现已建成全球覆盖最广、服务用户最多的移动通信网络,特别是在国家政策支持下,5G网络建设进度全球领先。大规模网络建设创造了巨大的市场机会,这也吸引了越来越多提供移动网络优化维护产品和服务的企业进入市场参与竞争;另外,在国家“提速降费”政策影响下,通信运营商面临增收困难的局面,其主要通过压低采购价格等方式将这种压力向供应商传递。DL公司作为一家国内领先的移动网络优化维护产品提供商,当前面临着诸多困难和挑战,如何结合自身所处的内外部环境,制定出合适的竞争战略使自身保持竞争优势是本文研究的重点内容。首先,本文使用PEST宏观环境分析模型及波特五力模型等分析工具着重分析了 DL公司所处的外部环境及行业竞争结构,找出了现阶段企业面临的机会与威胁,并借助EFE矩阵工具,通过公司管理层调研的方式定量分析了企业利用机会和规避风险的能力;其次,通过对公司当前所拥有的资源和具备的能力进行详细分析,把DL公司相比于竞争对手的优势与劣势识别出来,并使用IFE矩阵工具对影响企业发展优劣势因素进行量化分析;另外,结合企业的使命、愿景及战略目标,使用QSPM矩阵工具定量分析得出最适宜DL公司的竞争战略为差异化战略;最后,本文结合公司发展现状提出通过加大研发投入保持技术领先,扩大本地化团队做好精细化服务,采用差异化的定价策略和营销渠道,深化品牌形象措施来实施差异化战略,并通过落实企业文化、优化组织结构、完善人力资源制度及提高财务安全性等措施保障差异化战略有效落地。本文通过对DL公司的详细分析可以得出:移动通信产业作为支撑我国数字化转型的关键产业,具有很大的发展潜力,虽然面临日趋激烈的市场竞争环境,但DL公司可以充分利用自身科技创新能力强、销售网络广、产品质量好、售后服务到位等优势,加强与国内外客户的合作与沟通,确立自身差异化地位,保持持续的竞争优势。更多还原

【Abstract】 In the past 20 years,China’s communications industry has grown at a pace that has caught the world’s attention.It has built a mobile communication network with the widest coverage and the largest number of service users in the world.With the support of new infrastructure construction policies,the construction progress of 5G network is leading in the world.Large scale network construction has created huge market opportunities,which has also attracted more and more enterprises providing mobile network optimization and maintenance products and services to enter the market and participate in competition;In addition,under the influence of the national "speed-up and fee reduction" policy,communication operators are facing difficulties in increasing revenue.They mainly pass this pressure to suppliers by lowering purchase prices.As a leading provider of mobile network optimization and maintenance products in China,DL company is currently facing many difficulties and challenges.How to formulate an appropriate competitive strategy combined with its internal and external environment to maintain its competitive advantage is the focus of this thesis.Firstly,this thesis analyzes the macro environment and competitive structure of the wireless network optimization industry in which DL is located using tools such as PEST and five forces model,identifies the external opportunities and challenges at this stage,and quantitatively analyzes the company’s ability to exploit opportunities and avoid risks by means of questionnaires and with the help of EFE matrix tools;Secondly,through the detailed analysis of the company’s current resources and capabilities,the advantages and disadvantages of DL company compared with its competitors are identified,and the advantages and disadvantages affecting the development of the enterprise are quantitatively analyzed with the help of IFE matrix tool;Thirdly,combined with the company’s mission,vision and strategic objectives,quantitative analysis using the QSPM matrix tool suggests that the most appropriate competitive strategy for DL is a differentiation strategy;Finally,this thesis proposes to implement the differentiation strategy by increasing R&D investment to maintain technological leadership,expanding the localization team to provide refined services,adopting differentiated pricing strategies and marketing channels,deepening brand image measures,and ensuring the effective implementation of the differentiation strategy by implementing corporate culture,optimizing organizational structure,improving human resource system and enhancing financial security.Through the detailed analysis of DL company,it can be concluded that the mobile communication industry,as a key industry supporting China’s digital transformation,has great development potential.Although facing fierce market competition,DL company can make full use of its advantages such as leading technology,wide sales network,good product quality and after-sales service to strengthen cooperation and communication with customers at home and abroad,to establish the company’s differentiated position in the market and maintain a sustainable competitive advantage.更多还原