东莞移动全业务运营环境下信息化业务发展策略研究-工商管理专业论文.docxVIP

摘 要 随着移动通信技术的高速发展及人民通信需求的多元化，电信运营商的业务发 展也从基于设施向基于服务和内容的全业务运营转变。通过近几年通信行业的重组 和 3G 牌照的发放，国内中国移动、中国电信、中国联通三大电信运营商积极在全业 务运营环境下开展了更全面、更激烈的竞争。信息化业务作为全业务下开辟的蓝海 战场，各运营商更是志在必得，并积极推出各项业务，以占领新市场的制高点。国 外电信运营商在信息化业务方面已较成熟的发展案例和策略，为国内的电信业发展 提供的参考。 东莞市作为一个经济发达的地级市，其通信市场也蓬勃发展，在全省乃至全国 来说具有举足轻重的地位。在充满机遇和挑战下，未来几年内，信息化业务市场将 成为运营商的必争之地，三家电信运营商在信息化业务领域将展开更激烈的竞争。 本文以战略管理、消费者行为理论为基础，对东莞移动在个人、家庭及集团市场的 信息化业务发展策略进行研究。文中提出促进信息化业务需求和发展的关键因素， 并分析了国内外的通信市场信息化业务的现状、特点和发展策略，最后结合东莞市 产业经济环境、通信市场竞争环境及消费需求特点进行分析，指出东莞移动当前在 信息化业务发展的优势及不足，提出适合于东莞移动在全业务运营环境下面向个人、 家庭及集团的信息化业务发展策略，以促进其在新的况环境下实现持续发展。 关键词：全业务运营 信息化业务 需求分析 发展策略  Abstract As the development of mobile telecommunication technology and diverse communication needs of the people, telecom operators’ services are changing from basing on equipment to basing on services and content Full Service Operation as well. After the telecom industry restructured and 3G-licence awarded, China Mobile、China Telecom and China Unicom have started much more fierce overall competitions in the Full Service Operation environment. Informationization Sevices which are the Blue Ocean Strategy in the Full Service Operation，is the Commanding Point that every telecom operator supplies new services frequently in order to occupy the Commanding Point. As the Informationization Sevices in overseas telecom operators have been better commercial developing cases and strategies, they are good samples for domestic corporations. As an economically developed prefecture-level city, Dongguan has a large telecommunication market that plays a decisive role in Guangdong Province and the country. In the new situation of the Full Service Operation that is All of opportunities and challenges, Informationization Sevices market will be the vital market,the three telecom operators in China must star a much more fiercely in the field of the Informationization Sevices. This article is based on strategy management and the theory of consumer behavior, using the some analysis tools, research