【作者】 朱敏；

【导师】 顾锋；

【作者基本信息】 上海交通大学 ， 工商管理， 2008， 硕士

【摘要】 目前,电信运营商对于投资越来越谨慎,加上各个设备厂商的竞争日益加剧,尤其以中兴和华为为代表的国内厂商的崛起,更加加剧了电信设备市场的竞争:一方面它们抢夺了国外厂商的市场份额,另外一方面,激烈的价格竞争大幅度的降低了国外厂商在电信设备市场上的收入和利润。在这种背景下,各大国外电信设备商陷入比较艰难的困境,纷纷合并和重组,并且通过裁员来降低成本,诺基亚和西门子电信设备部门的合并、阿尔卡特和朗讯的合并都是其中的代表。面对这种困境,国外电信设备厂商必需通过各种改革来改变这被动的局面,商业模式的改革势在必行。因此,本文中通过对手机电视市场各个方面的研究和分析,提出了一个新的开拓手机电视市场的商务模式,并对此种商业模式进行了实施性分析。本文的内容包括了手机电视需求分析、手机电视环境分析、竞争分析、X公司自身分析、手机新商务模式分析、实施性分析等部分,分析了手机电视市场的外部环境和X公司的内部环境,得出手机电视是一个非常有发展潜力的市场,X公司有必要进入手机电视市场,而原有的商业模式有变革的需求,从本文设计了X公司拓展手机电视市场的新的商业模式,并从各个方面分析并论证了新商务模式的可行性和优越性。希望本文的写作能够给处于激烈恶性竞争的电信设备厂商一些参考,即在市场竞争日益激烈,行业平均利润率不断下降的背景下,各大电信厂商应该转换一下思路,不能再继续仅仅在激烈的电信设备市场上竞争,而应该采用新的商务模式,由单纯的设备提供商向综合服务提供商转型。更多还原

【Abstract】 Now telecom operators are cautious on investment, and the competition among telecom equipment vendors becomes more furious. Domestic telecom equipment vendors such as Huawei and ZTE growth fastly, the competition among telecom equipment vendors become more drastic. They catched the market share of foreign vendors, and their furious price war influence the revenue and profit of foreign telecom equipment vendors much.So foreign telecom equipment vendors get into difficult condition, they have to merge and reduce the stafftrimmer to reduce cost, the typical case is merge of NOKIA and Siemens’telecom equipment department and Lucent and Alcatel’s coalition.Foreign telecom equipment vendors should reform to change the bad condition,business model reform is needed.Mobile TV market research is made in this report, and one new business model to exploit mobile TV market is put forward,and implementation analysis is made for this business model.This report include mobile TV requirement analysis,envirement analysis,competition analysis,X Co.,ltd analysis,mobile TV new business model analysis, implementation analysis. Mobile TV’s external environment and X Co.,ltd internal environment is analyzed.A conclusion is gotten from this report, that is mobile TV market has big potential and X company need enter mobile TV market,the traditional business model need to be innovated.A new business model to exploit mobile TV market is brought forward in this report, feasibility and advantage of this new business model is analyzed in this report.I hope my report can give some reference to telecom equipment vendors,telecom equipment vendors need to change their traditional business model to new business model, i.e. transformation from pure telecom equipment vendor to compositive service provider.更多还原