【摘要】：隨著信息產(chǎn)業(yè)的日新月異,語音業(yè)務(wù)的市場容量趨于飽和,而電信業(yè)信息類的業(yè)務(wù)明顯跟不上消費者的需求程度。作為國內(nèi)最大的全業(yè)務(wù)電信運營商,中國電信提出了“一去兩化新三者”的戰(zhàn)略,要將傳統(tǒng)電信運營商的固有思維和渠道徹底摒棄,從企業(yè)的整個管理和業(yè)務(wù)結(jié)構(gòu)上整體創(chuàng)新突破。本文是在中國電信企業(yè)二次轉(zhuǎn)型的大背景下,探討湖北電信翼機(jī)通業(yè)務(wù)既定的外部環(huán)境下,如何結(jié)合湖北電信內(nèi)部的資源確定翼機(jī)通業(yè)務(wù)的發(fā)展戰(zhàn)略。文章首先介紹涉及到的戰(zhàn)略管理、戰(zhàn)略分析方法等理論知識。通過PEST分析方法、五力模型以及競爭對手分析模型分析湖北電信翼機(jī)通業(yè)務(wù)所處的外部環(huán)境,在內(nèi)部環(huán)境方面,著重從資源和能力兩個方面進(jìn)行了詳細(xì)分析。SWOT分析方法主要用來歸納內(nèi)部的優(yōu)勢和劣勢,以及外部面臨的機(jī)遇和挑戰(zhàn),在以上分析的基礎(chǔ)上進(jìn)行戰(zhàn)略匹配,并針對性選擇了相應(yīng)的戰(zhàn)略方案。綜上所述,本文提出“充分利用湖北電信優(yōu)勢資源,強(qiáng)化湖北電信手機(jī)一卡通產(chǎn)品的優(yōu)勢地位,實現(xiàn)到2018年翼機(jī)通業(yè)務(wù)新增20萬移動用戶”的戰(zhàn)略目標(biāo),并制定成本領(lǐng)先與差異化相結(jié)合的競爭戰(zhàn)略,從營銷、組織與人力資源、財務(wù)、運營四個方面制訂戰(zhàn)略實施方案。營銷戰(zhàn)略主要強(qiáng)化翼機(jī)通業(yè)務(wù)的營銷能力,從產(chǎn)品、價格、渠道、促銷四個方面制定針對性策略;組織與人力資源戰(zhàn)略旨在成立翼機(jī)通事業(yè)部,組建省、市、區(qū)縣三級運營組織統(tǒng)籌運營,并加強(qiáng)人才儲備和培養(yǎng);在財務(wù)戰(zhàn)略方面,提出“對翼機(jī)通投資的統(tǒng)一規(guī)劃”,對全省翼機(jī)通項目投資加強(qiáng)控制;在運營方面,建議湖北電信公司加強(qiáng)成本控制,保證產(chǎn)品質(zhì)量,在響應(yīng)速度和服務(wù)上多下功夫,同時積極引進(jìn)新的產(chǎn)品理念和商業(yè)模式。
[Abstract]:With the rapid development of information industry, the market capacity of voice service tends to be saturated, and the information business of telecommunication industry is obviously unable to keep up with the demand of consumers. As the largest full-service telecommunications operator in China, China Telecom has put forward the strategy of "eliminating the two new three," and it is necessary to completely abandon the inherent thinking and channels of the traditional telecom operators. From the enterprise's entire management and business structure on the overall innovation breakthrough. Under the background of the second transformation of Chinese telecom enterprises, this paper discusses how to combine the internal resources of Hubei Telecom to determine the development strategy of the wing communication business under the established external environment of Hubei Telecom Wing Airlink Service. The article first introduces the strategic management, strategic analysis methods and other theoretical knowledge. Through the PEST analysis method, the five-force model and the competitor analysis model, the paper analyzes the external environment of Hubei Telecom Wing Airlink business, in terms of internal environment. SWOT analysis method is mainly used to summarize the internal strengths and weaknesses, as well as external opportunities and challenges, on the basis of the above analysis to carry out strategic matching. And has chosen the corresponding strategic plan pertinently. To sum up, this paper puts forward the strategic goal of "making full use of Hubei Telecom's superior resources, strengthening the dominant position of Hubei Telecom's mobile phone one-card products, and realizing the new 200000 mobile subscribers to the wing aircraft communication service by 2018". The paper also formulates the competitive strategy combining cost leading and differentiation, and formulates the strategic implementation plan from four aspects: marketing, organization and human resources, finance and operation. The marketing strategy mainly strengthens the marketing ability of the wing aircraft communication business, from the product, the price, the channel, the promotion four aspects formulates the pertinence strategy; The strategy of organization and human resources is to set up wing and aircraft communication department, to set up provincial, municipal, district and county three level operation organizations as a whole, and to strengthen the talent reserve and training; In the aspect of financial strategy, the paper puts forward the "unified plan for the investment of wing flight link", and strengthens the control of the investment of the whole province's wing aircraft communication project. In the aspect of operation, it is suggested that Hubei Telecom strengthen cost control, ensure product quality, make more efforts in response speed and service, and actively introduce new product concept and business model.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F626;F272

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