江西省电信有限公司移动市场发展策略研究-工商管理专业论文.docxVIP

摘 摘 要 近年来，移动通信业的快速增长，成为全球瞩目的焦点，目前中国移动通信 市场用户数、网络规模已跃居全球第一，我国移动通信业在发展和开放、业务等 方面所取得的成就，为世界各国广泛关注。 随着国家对中国电信发放3G运营牌照的态度日趋明朗，中国电信即将成为 经营固定电话、宽带和第三代(3G)移动业务的全业务运营商，因此，江西电 信如何抓住发展移动业务的机遇，实现中国电信集团提出的战略转型，研究采用 何种恰当的移动发展策略应对激烈的移动通信市场竞争，是值得深思和需要尽快 做出决策的重大战略问题，对江西电信的生存和发展具有现实的指导意义。 作为江西电信市场营销的长期从业人员，笔者试图系统运用工商企业管理相 关理论知识，在调研、分析的基础上，提出了江西省电信有限公司移动发展策略， 以期望对江西电信有限公司移动发展起到一些建议和参考作用。论文分为五个部 分。第一部分简要分析研究背景，并介绍了战略理论的演进过程、价值链和核心 竞争力的概念、SWOT分析等理论、方法，第二部分对国内外移动电信市场发 展进行分析，第三部分对江西电信移动发展战略进行分析，第四部分具体分析 战略实施，第五部分制定江西电信移动业务基于价值链的市场营销策略。 本文立足于理论联系实际，在制定战略时，充分考虑政府政策等因素的影响， 以及自身资源的分析，有较强的可操作性。 关键词：江西电信有限公司 移动通信 发展战略市场策略 AbstractRecently,the Abstract Recently,the fast growing mobile telecommunication industry becomes the focus of the globe．Now China Mobile became the fhst one on the the scale of the customer and the network in the world．Chinas mobile telecom industry caught attention of the world by its achievements in development，opening up and introducing competition． With the government’S attitude toward 3G licence clear,China Telecom will become the all·service operator operating fixed—line，broadband and the third generation(3G)mobile sevices．Therefore，how to seize the opportunity of developing mobile sevice，realize the change strategy announced by China Telecom and what strategies to USe to face the fierce competition of mobile market are the main problems deserving to think and solve soon．，玎l锣also have the pratical significance for the surviral and development of Jiangxi Telecom． Hoping to give some useful advice and references to移动development of Jiangxi Telecom，the writer tries to find out the development and competition strategy on the basis of the related management administration theories and his spot research and analysis． 佻article has been divided into four parts． In the first part，the article analyses the necessity to hold research on the development and competition strategies．It makes brief introduction to the evolution of the strategic theories，value chain and core competition