茂名电信的市场竞争战略及实施及研究.pdfVIP

摘 要 中国电信茂名分公司，面对茂名移动、茂名联通的巨大竞争压力下，如何 通过分析了解茂名地区的通信行业环境状况、竞争对手状况，进而制定行之有 效的竞争战略，并充分调动企业优势资源，整合电信企业各种业务和套餐，在 未来的竞争激烈的电信市场中求得生存和发展，已成为茂名电信面临的迫在眉 睫的重大问题。 本文首先分析电信行业研究背景、国内外关于电信的相关研究综述和研究 方法。在对茂名电信的概况做了简单的介绍的前提下，运用波特的五力分析了 茂名电信目前的通信市场现状，并通过SWOT 理论分析了茂名电信的优点、缺 点、机遇和威胁。在为茂名电信设计战略的基础上，主要运用了成本领先战略、 差异化战略和专一化战略等管理理论知识。在战略实施上，将在固定电话和数 据业务的发展上实施成本领先战略，在品牌建设、人力资源优化及队伍素质提 高、服务质量提升实施差异化战略，在移动业务市场的拓展上实施专一化战略， 其中发展移动业务是重中之重，茂名电信主要是通过利用自身的固定电话和数 据业务的客户资源优势，进行全业务融合方式规模化地发展移动业务。在家庭 客户上推广我的e 家套餐，在公司单位客户上运用团购优惠。本文的目的是研 究茂名电信的市场竞争战略，并在战略实施上给出一些具体的措施。 关键词：茂名电信；市场竞争战略；品牌建设 I Abstract Facing great competition pressure from Maoming Mobile and Maoming Unicom, China Telecom Maoming Municipal Branch as one of the subsidiary companies of China Telecom has to analyze the environment of the industry in Maoming and also its competitors. Through the analysis, it can develop effective competitive strategies, make full use of advantageous resources and integrate different kinds of services and suites. How to survive and develop in this competitive telecommunication market in future has become an important and pressing problem for Maoming Telecom. This thesis first introduces the research background of telecommunication industry. And then it reviews the relevant researches on telecommunication and presents its research methodology. Based on the brief introduction of Maoming Telecom, this thesis not only applies Michael Porter’s Five Forces theory to analyze the current telecommunication market, but also discusses the strengths, weaknesses, opportunities and threats of Maoming T