高鸿公司产品竞争战略.docVIP

北 京 邮 电 大 学 工商管理硕士研究生学位论文 高鸿公司产品竞争战略 申请学位：工商管理硕士 专业名称：工商管理 二零零二年五月 高鸿公司产品竞争战略 中文摘要 本文试图运用管理学知识，探询北京高鸿通信技术有限公司的产品竞争战略。高鸿公司是大唐集团的控股子公司，主要从事ATM相关宽带数据网络产品的开发、制造，并为用户提供宽带数据电信网络总体解决方案及网上应用解决方案的集成服务。在当前世界通信业持续低迷，惟独中国经济仍保持持续的增长的经济环境下，各国通信设备制造商纷纷转战中国通信市场，将中国市场看作扭转亏损的最后救命稻草。研究制定高鸿公司的产品竞争战略，对高鸿公司充分挖掘利用自身优势，增强公司的核心竞争能力，在激烈的竞争环境中安身立命，具有一定的现实意义。本文从我国电信行业发展状况、竞争格局及发展趋势入手，运用SWOT分析法、竞争对手分析、主要用户分析、战略组合分析法等多种手段，分析竞争环境，确定核心竞争能力和竞争关键因素，并针对高鸿公司的特点，提出高鸿公司的产品竞争战略方案。文中共提出两种战略方案，分别为：1.总成本领先战略；2.特定市场的差异化战略；通过对上述两种方案分析比较，最后确定方案2即特定市场的差异化战略是高鸿公司的长期竞争战略，解决公司的未来发展问题。 关键词：发展战略、竞争环境分析、SWOT分析法 The competitive strategy of product of Beijing Gaohong Co. ABSTRACT This thesis discussed the competitive strategy of product of Beijing Gaohong Telecommunication Technology Limited Corporation, by using several management theories. Beijing Gaohong Telecommunication Technology Limited Corporation is a technological pioneer in the field of ATM technology. It was jointly formed in 1995 by China Academy of Telecommunication Technology (CATT) and US-based Sancom Technology Co. Since the world telecommunication keeping downturn, every manufacturer of world telecommunications takes part in the competition in china telecommunication fields, these famous corporations all think that it is the last chance to change their finance problem. It is very important to take full use of advantages and enhancing core competences to analyze Gaohong corporation product competitive strategy. This analysis discussed competitive environment of the industry by using such methods of SWOT analysis, competition opponent analysis and key customs analysis. According to the characters of Gaohong, the author puts forward two strategic alternatives. The first one is cost leading strategy. The second is differentiation strategy in a special market. Through evaluating the two alternatives, the second one is determined as the better choice. It belongs to the long-term strategy, can bring the company to a bright future. KEY WORDS: RD strateg