【作者】 李雪；

【导师】 古惠冬；

【作者基本信息】 广西大学 ， 工商管理， 2013， 硕士

【摘要】 移动互联网是近几年的新兴业务,随着国内互联网爆炸式增长,行业发展越来越快速,行业内的竞争也日趋激烈。移动通信运营商对客户所提供的服务,已更多向移动互联网应用转变。本文主要研究中国移动通信集团广西有限公司(以下简称广西移动)的移动互联网业务竞争战略。首先从移动互联网行业的发展历程介绍,从政治、经济、文化和技术四大方面分析广西移动发展移动互联网业务的外部宏观环境。并运用波特的五力分析模型对移动互联网行业竞争形势进行深入剖析,竞争压力来源及竞争环境态势。然后从广西移动内部的移动互联网业务发展概况、业务运营机制及管理机制、业务营销的产品、定价、促销及渠道等多个角度对移动互联网业务情况进行存在问题提出与探讨。第四章则运用竞争优势SWOT分析工具对广西移动互联网业务竞争的的优势、劣势、机会、威胁进行全面分析,以此为基础明确广西移动互联网业务发展的战略选择,应以差异化战略作为企业业务发展的竞争战略,并制定差异化战略的定位与规划。最后在战略实施方案中从移动互联网业务的产品差异化、营销差异化、服务差异化、渠道差异化及管理支撑保障等方面进行战略实施。本研究通过将战略管理理念深入到广西移动公司移动互联网业务拓展全流程中,在企业业务竞争战略目标的制定、战略的选择和实施等各环节进行总体考虑和给出建议,对企业现代战略管理理论有一定的的研究意义和示范作用。更多还原

【Abstract】 Mobile Internet is an emerging business in recent years, with the explosive growth of the domestic Internet, more and more rapid development of the industry, the industry increasingly fierce competition. Mobile operators services provided to customers, has more changes to the mobile Internet applications. This paper studies Guangxi China Mobile Communications Group Limited (hereinafter referred to Guangxi Mobile) mobile Internet business competition strategy.First, from the course of development of the mobile Internet industry, from the political, economic, cultural and technical analysis of the four aspects of the development of mobile Internet business Guangxi Mobile external macro-environment. And the use of Porter’s five forces model of the mobile Internet industry depth analysis of the competitive situation, sources of competitive pressures and the competitive environment situation. Then move inside from the Guangxi Mobile Internet Business Development, business operation mechanism and management mechanism, business marketing, product, pricing, promotion and channel various perspectives on the mobile Internet business conduct problems raised and discussed. The fourth chapter competitive advantage using SWOT analysis tool Guangxi Mobile Internet business competitive strengths, weaknesses, opportunities and threats to conduct a comprehensive analysis as a basis for the development of mobile Internet services in Guangxi clear strategic choice should be based on differentiation strategy as a business business development, competitive strategy, and to develop differentiated positioning strategy and planning. Finally, implementation of the strategy from the mobile Internet business program product differentiation, marketing differentiation, service differentiation, differentiation and channel management support security and other aspects of implementation of the strategy.In this study, the strategic management concepts deep into Guangxi Mobile’s mobile Internet business development in the whole process, competitive strategy in the enterprise business goal setting, strategy selection and implementation of other aspects of an overall consideration and give recommendations on the strategic management of modern enterprises theoretical study has some significance and role model.更多还原