本文選題：中國(guó)通信服務(wù)四川公司 + 非洲市場(chǎng)��； 參考：《電子科技大學(xué)》2012年碩士論文

【摘要】：中國(guó)通信服務(wù)股份有限公司于2006年成功上市，主要股東為中國(guó)電信集團(tuán)公司以及中國(guó)移動(dòng)和中國(guó)聯(lián)通，并引入CISCO，IBM等戰(zhàn)略投資者，為通信運(yùn)營(yíng)商、媒體運(yùn)營(yíng)商、專用通信網(wǎng)及政府機(jī)關(guān)、設(shè)備制造商、企事業(yè)單位等提供外包服務(wù)、網(wǎng)絡(luò)建設(shè)內(nèi)容應(yīng)用及其他服務(wù)，是中國(guó)電信市場(chǎng)的主要服務(wù)提供商之一。近10年來，海外市場(chǎng)拓展保持高速增長(zhǎng)，業(yè)務(wù)已覆蓋全球50多個(gè)國(guó)家和地區(qū)，成功進(jìn)入全球電信市場(chǎng)。 中國(guó)通信服務(wù)股份有限公司四川公司2010年進(jìn)入海外市場(chǎng)，海外運(yùn)營(yíng)主要采用的是與通信設(shè)備商進(jìn)行分包業(yè)務(wù)的合作模式。2010年美國(guó)金融危機(jī)影響持續(xù)擴(kuò)大，全球通信行業(yè)市場(chǎng)投資規(guī)模進(jìn)一步縮減，新增大型通信建設(shè)項(xiàng)目減少，，公司的海外業(yè)務(wù)受到了一定程度的沖擊。同時(shí)，主流通信設(shè)備商在國(guó)際市場(chǎng)中過度競(jìng)爭(zhēng)，以降低分包商價(jià)格為其降低成本的主要手段之一，導(dǎo)致分包市場(chǎng)利潤(rùn)率逐年下降。面對(duì)國(guó)際電信業(yè)建設(shè)陷入低迷，分包規(guī)模相應(yīng)縮小，分包業(yè)務(wù)利潤(rùn)逐年下降，行業(yè)內(nèi)競(jìng)爭(zhēng)加劇，繼續(xù)采取單一的“跟著走”的分包模式經(jīng)營(yíng)已日漸艱難。公司如何在已有經(jīng)驗(yàn)和優(yōu)勢(shì)的基礎(chǔ)上克服困難、把握機(jī)遇，開發(fā)面向所在國(guó)政府或國(guó)際運(yùn)營(yíng)商的總承包業(yè)務(wù)，以在未來贏得更大的市場(chǎng)份額，走一條能夠發(fā)揮自身優(yōu)勢(shì)特長(zhǎng)的路，是中國(guó)通信服務(wù)股份有限公司四川公司在未來國(guó)際化發(fā)展中面臨的重要問題。 本文結(jié)構(gòu)特點(diǎn)立足于中國(guó)通信服務(wù)股份有限公司的基本情況，提出四川公司在國(guó)際經(jīng)營(yíng)發(fā)展方面存在的問題。通過應(yīng)用戰(zhàn)略管理、市場(chǎng)營(yíng)銷學(xué)、國(guó)際營(yíng)銷學(xué)等理論，運(yùn)用PEST分析法和波特五力競(jìng)爭(zhēng)模型對(duì)四川公司的外部環(huán)境和資源、非洲市場(chǎng)的競(jìng)爭(zhēng)格局進(jìn)行了研究，然后借助EFE矩陣的原理，找出了影響公司發(fā)展的關(guān)鍵機(jī)遇和威脅。確定對(duì)公司發(fā)展機(jī)會(huì)和威脅的關(guān)鍵影響，接下來闡述了公司在非洲市場(chǎng)拓展總承包業(yè)務(wù)的必要性，并利用IFE矩陣分析的原則，分析公司自身的優(yōu)勢(shì)和劣勢(shì)，找出了影響公司發(fā)展的優(yōu)勢(shì)和劣勢(shì)。在上述分析的基礎(chǔ)上，運(yùn)用SWOT戰(zhàn)略分析工具，根據(jù)戰(zhàn)略類型分類，提出了四川公司非洲市場(chǎng)的營(yíng)銷戰(zhàn)略計(jì)劃，即在重點(diǎn)區(qū)域進(jìn)行加強(qiáng)型的戰(zhàn)略，將市場(chǎng)營(yíng)銷戰(zhàn)略定位在運(yùn)用市場(chǎng)滲透戰(zhàn)略做大喀麥隆市場(chǎng)，采用產(chǎn)品開發(fā)戰(zhàn)略發(fā)展政企業(yè)務(wù)市場(chǎng)，市場(chǎng)開發(fā)戰(zhàn)略開發(fā)津巴布韋市場(chǎng)上。最后，提出了四川公司在非洲市場(chǎng)營(yíng)銷策略以及具體的保障措施。
[Abstract]:China Telecom Services Co., Ltd. successfully listed in 2006, the main shareholders are China Telecom Group, China Mobile and China Unicom, and the introduction of CISCOG IBM and other strategic investors, as telecommunications operators, media operators, Private communication network and government agencies, equipment manufacturers, enterprises and institutions provide outsourcing services, network construction content applications and other services, is one of the main service providers in China's telecommunications market. In the past 10 years, overseas market expansion has maintained rapid growth, business has covered more than 50 countries and regions around the world, successfully entering the global telecommunications market. Sichuan Company of China Communications Services Co., Ltd. entered overseas markets in 2010, and its overseas operations mainly adopt the cooperative mode of subcontracting with telecommunications equipment companies. The impact of the US financial crisis continued to expand in 2010. The scale of investment in the global communications industry has been further reduced, and the number of new large telecommunications construction projects has decreased, and the company's overseas business has been hit to a certain extent. At the same time, the mainstream communication equipment manufacturers compete excessively in the international market, and one of the main ways to reduce the cost is to reduce the price of the subcontractors, which leads to the decline of the profit margin of the subcontracting market year by year. In the face of the international telecom industry construction in the doldrums, the subcontracting scale correspondingly reduces, the subcontracting business profit drops year by year, the competition inside the industry intensifies, continues to adopt the single "follow" the subcontracting mode management to be increasingly difficult. How to overcome the difficulties on the basis of our experience and advantages, seize the opportunity, and develop the general contracting business for the host government or international operators in order to win a larger market share in the future, It is an important problem for Sichuan Company of China Communication Service Co., Ltd. Based on the basic situation of China Communication Service Co., Ltd, this paper puts forward the problems in the development of international business of Sichuan Company. By applying the theories of strategic management, marketing and international marketing, this paper studies the external environment and resources of Sichuan Company and the competition pattern of African market by using PEST analysis method and Porter's five-force competition model. Then, with the help of the principle of EFE matrix, we find out the key opportunities and threats that affect the development of the company. Determine the key impact on the company's development opportunities and threats, and then explain the need for the company to expand its general contracting business in the African market, and use the principle of IFE matrix analysis to analyze the company's own strengths and weaknesses. Find out the advantages and disadvantages that affect the development of the company. On the basis of the above analysis, using the SWOT strategic analysis tool, according to the classification of the strategic types, the paper puts forward the marketing strategy plan of Sichuan Company in Africa, that is, the strategy of strengthening in the key regions. The orientation of marketing strategy is to use market penetration strategy to enlarge Cameroon market, to adopt product development strategy to develop government and enterprise business market, and to develop Zimbabwe market by market development strategy. Finally, the paper puts forward the marketing strategy and specific safeguard measures of Sichuan Company in Africa.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F626

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