安徽联通3g移动通信竞争战略研究-工商管理专业论文.docxVIP

3 安徽联通 3G 移动通信竞争战略研究 摘 要 随着 3G 时代的到来，国内外移动通信市场正在发生巨大的变化，我国移 动通信市场更是发展迅猛，经过多次改革重组，电信领域的垄断已被打破，特 别是 3G 牌照发放后，中国联通面临着前所未有的机遇与挑战。如何利用自身的 优势，研究和制定合适的发展战略，以期在激烈竞争的移动通信市场求得生存 和发展，是安徽联通迫切需要解决的问题。 本文对安徽联通 3G 移动通信发展中所面临的外部宏观环境进行分析，特 别是对国内外 3G 移动通信市场的的现状进行分析，对我国 3G 业务发展趋势进 行了科学预测，然后运用波特五力行业竞争模型和 SWOT 分析方法，对安徽联通 3G 移动通信市场的行业竞争结构进行了分析，重点分析了安徽联通 3G 移动通 信竞争的优劣势，提出了安徽联通 3G 移动通信的重点集中竞争战略。最后从品 牌、产品、价格、终端、渠道等方面提出了???体发展策略。 本文从战略的高度，把握和探究安徽联通 3G 移动通信竞争战略，对安徽 联通 3G 业务的发展具有积极的指导和借鉴意义。 关键词 安徽联通；3G；竞争战略 4 The study of 3G mobile communication competition strategy for Anhui Unicom ABSTRACT With the advent of the 3G age, great changes have taken place in the mobile communication market both at home and abroad, particularly in China. After many attempts of reform and reconstruction, the monopoly of China Telecom is broken. Therefore, China Unicom is now confronted with unprecedented opportunities and challenges especially when 3G licenses are issued. Presently, an urgent problem for China Unicom to solve is that how to take its own advantages and how to research and make appropriate development strategies so as to survive and develop in the fierce competition of mobile communication market. Analyzing the external environment for the development of Anhui Unicom mobile communication, especially the present situation of the market; predicting the development trend of 3G business in our country; applying the Michael Porters Five Forces Model and the SWOT Method, this article, focused on the analysis the competition framework of the 3G mobile industry, in particular, the superiority and inferiority of Anhui Unicom, puts forward a proposal on the leading competition strategies for Anhui Unicom 3G business. Finally, this article as well comes up with concrete development strategies in terms of business, product, terminal, brand and channel. This article, based upon strategic level, exploring the competitive strategies of Anhui Unicom 3G mobile communication, has a positive signif