江西移动全业务运营策略研究.pdfVIP

要 全球电信业已经进入了规模化、全业务运营阶段。移动和互联网等技术的飞 速发展正在催生越来越多的新业务市场，也由此将传统运营商带入了全新的生存 环境。固话业务收入不断萎缩，市场竞争日趋激烈，固移融合成为运营趋势必然。 此时为了打造电信市场竞争与合作相协调的整体格局，政府公布重组方案，发放 了3G 牌照，这必将引爆电信行业格局质的变化。目前中国移动根据自身实际情况 制定合身的整体发展战略,而根据区域市场环境的不同如何落地，如何整合资源制 订和实施适当的发展策略目前尚未定论，这已成为各地区运营商时下最重大、最 迫切的课题。 本文从江西移动全业务运营环境分析入手，根据江西移动现状，利用SWOT 分 析方法，研 江西移动全业务运营优劣势、面临的机会和威胁。在此基础上，结 合全业务运营关键的成功要素和江西移动全业务发展的战略思路和战略目标的解 读，描绘江西移动全业务发展基本路径，分重组调整期、捆绑竞争期、融合竞争 期三大阶段制定目标。根据分析比较，指出为了保持区域市场领先，江西移动在 全业务运营方面应在产品、服务、技术、品牌等各个方面全方位采取差异化战略。 而作为对战略的细化，本文在产品组合、市场推广、渠道建设与促销、组织 架构、网络发展等分项方面提出了详尽的分析与策略建议。同时为了保证各项策 略能有效实施，本文对战略实施的具体保障措施进行了详尽阐述。 关键词：江西移动 全业务 融合 竞争 策略 1 Abstract The global telecommunications industry has evolved to a stage featured by large-scale operation on an all-round basis. The rapid development of the mobile technology and the internet technology are giving birth to an increasing number of new market niches, thus putting the traditional telecommunications operators into a new environment of competition. The continuous shrinking of earnings from fixed line service, and the increasing competition in the mobile service area, have made it an inevitable trend to amalgamate fixed and mobile services. In response to this and with an aim to optimizing the competition structure of the telecommunications sector, the Chinese government has released a restructuring scheme and issued 3G licenses. This will sure fuel substantial changes in the telecommunications industrial structure. Currently China Mobile has based on its own specific conditions to custom make an overall development strategy, while it still remains to be worked out as to how to fit the overall strategy in the market conditions of different regions, how to integrate exis