【作者】 梁勇；

【导师】 肖延高；

【作者基本信息】 电子科技大学 ， 工商管理（专业学位）， 2024， 硕士

【摘要】 随着中国加快建设网络强国、数字中国和智慧社会,我国已基本实现“市市通千兆、县县通5G、村村通宽带”。中国互联网宽带接入端口数、千兆光网覆盖能力、千兆服务能力也迅速提升。MY市被指定为中国首批“千兆宽带城市”之一,标志着MY市在5G和千兆网络的建设、使用和应用创新方面开始走在全国前列。根据《“十四五”信息通信行业发展规划》,各通信运营商也在加快布局5G网络和千兆宽带网络,千兆及以上接入速率的固网宽带用户保持快速增长。预计未来随着互联网的进一步发展,我国网民对高速固网宽带的需求将进一步提升。在行业发展新形势下,通信企业面临的竞争必然将进一步加剧。MY移动公司是MY市的三大电信营运商之一,依托前期积累的客户优势在宽带起步阶段实现高速增长,但随着MY电信公司持续在宽带市场发力,开展全价位段竞争,使得MY移动公司宽带业务发展陷入困境。因此,MY移动公司需要做好宽带业务发展竞争力分析,找到影响宽带业务发展的关键因素,通过制定有针对性的应对策略,扭转宽带发展态势。本文主要通过使用VRIO模型、波特五力模型等理论工具进行企业竞争力分析,通过对企业资源、能力、竞争态势等方面的分析,精准定位企业宽带业务竞争力发展的问题。同时,开展企业内部各管理层级的深度访谈,找到MY移动公司宽带业务发展战略不清晰、宽带业务营销组合策略有缺失、基于宽带业务发展的网格化运营不够深入的问题。基于此,本文提出MY移动公司宽带业务发展差异化竞争战略、营销组合策略以及网格化运营策略,同时配套相应的实施保障方案,有效提升MY移动公司宽带业务发展竞争力。随着数字经济的不断发展,用户的网络需求也在持续增长。宽带业务竞争在未来仍然会保持激烈态势。展望未来,宽带业务发展研究的维度也将不断拓展,从网络技术演进、服务质量提升到个性化定制服务提供、跨界生态构建,形成多元生态圈。即根据用户的消费习惯、使用场景等因素,提供差异化的定制产品和服务,以满足用户的个性化需求。同时探索与其他行业的跨界合作,共同打造良好的产业生态。更多还原

【Abstract】 As China accelerates the construction of a robust network infrastructure,a digital powerhouse and a smart society,significant progress has been made in achieving "gigabit access to cities,5G access to counties,and broadband access to villages." The number of Internet broadband access ports,gigabit optical network coverage capacity,and gigabit service capacity have also witnessed rapid growth in China.MY City was designated as one of the pioneering "Gigabit broadband cities" in China,signifying its leadership in the deployment,utilization,and innovative application of 5G and gigabit fiber networks.According to the "14th Five-Year Plan" for information and communication industry development,telecommunication operators are actively expanding their footprint in 5G networks and Gigabit broadband network while witnessing substantial growth in fixedline broadband users with gigabit or higher access rates.With further advancements on the horizon for internet technology development,Chinese netizens’ demand for highspeed fixed network broadband is expected to increase significantly.In this new era of industry development,competition among communication enterprises will inevitably intensify further.MY mobile company is one of the three major telecom operators in MY city.Relying on the advantages of the accumulated customers in the early stage of the broadband startup stage,it achieved rapid growth.But as MY Telecom continues to make efforts in the broadband market and carries out full-price competition,the broadband business development of MY Mobile is in trouble.Therefore,MY Mobile company needs to conduct a thorough analysis of the competitive forces affecting the development of its broadband business.By identifying the key factors influencing broadband business growth and formulating targeted strategies,it aims to reverse the current trend in broadband development.This thesis primarily utilizes theoretical tools such as the VRIO model and Porter’s Five Forces model to analyze the company’s competitive position by examining its resources,capabilities,and market dynamics.Additionally,in-depth interviews were conducted across various management levels within the company to identify issues related to unclear strategic direction for broadband business development,gaps in marketing strategies for broadband services,and insufficient depth in grid-based operations for broadband expansion.Based on these findings,this thesis proposes differentiated competitive strategies for MY Mobile’s broadband business development along with corresponding marketing mix and grid-based operational strategies.These are complemented by implementation support plans aimed at effectively enhancing MY Mobile’s competitiveness in the field of broadband service provision.With the continuous advancement of the digital economy,there is an ongoing surge in user network demands.The competition within the broadband industry will remain intense in the foreseeable future.Looking ahead,research on broadband service development will continue to expand its scope,encompassing aspects such as network technology evolution,enhanced service quality,provision of personalized customized services,and establishment of a cross-industry ecosystem.This multi-ecosystem aims to cater to individual users’ needs by offering differentiated products and services based on their consumption habits and usage scenarios.Simultaneously,exploring collaborations with other industries across borders will contribute towards fostering a robust industrial ecology.更多还原