岳阳移动通信公司市场竞争策略研究
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摘要
随着国内电信业重组步伐的迈进，移动通信业已成为国内电信市场竞争的焦点和热点。在目前国内移动通信市场需求保持持续增长，电信管制逐步加强，移动通信市场竞争层次逐步提升的在环境下，岳阳移动通信公司面临着市场发展速度放缓以及来自岳阳联通和岳阳电信竞争的多重压力。尽管岳阳移动通信公司积极应对竞争，但受到的竞争冲击仍然很大，老用户流失严重，新增市场占有率不断下降。在新的机遇与挑战面前，岳阳移动通信公司为了保持在岳阳移动通信市场竞争中的主导地位，只有适应竞争，学会竞争，善于竞争，才能赢得竞争。
本文的研究分三个层次，文章首先分析了国内移动通信业当前的发展环境，着重剖析了岳阳移动通信公司在当前市场竞争中所面临的各种压力。文章的第二部份分析了岳阳移动通信公司的市场现状，指出了岳阳移动通信公司当前业务发展中存在的突出问题，并从岳阳移动通信公司的市场定位、价格竞争、服务质量竞争、品牌形象竞争、销售网络竞争等五个方面与竞争对手岳阳联通进行了比较分析。与此同时，还就岳阳电信新推出的“移动市话”对岳阳移动通信市场的影响进行了分析。通过全面而系统的分析和研究，文章在第三部份从六个方面提出了岳阳移动通信公司市场竞争策略建议。
本文的主要研究方法是：采用“资料归纳分析法”对来自市场的各种信息进行统计、归纳，找出移动通信市场运行规律。利用“对比分析法”将岳阳移动通信公司与竞争对手进行比较，查找岳阳移动通信公司在市场竞争中的不足。同时运用“深度访谈法”对岳阳移动通信公司的代销代办商进行访谈，以求深入了解与营销网点的合作情况。
本文的研究来自作者的工作实践，注重了实用性和可操作性。
With the development of regrouping in domestic telecommunication market, the mobile communication of China has become a focal and hot point in the present telecommunication market competition. At present, domestic mobile communication market's demands have increased continuously, telecommunication controls have been tightened up gradually, and competition levels of the telecommunication market have been advanced progressively. However, under these circumstances Yueyang Mobile Communication Company is facing many-sided pressures coming from the slow progress of market development and the intense competition with other companies such as Yueyang Uni-company and Yueyang Telecommunication Company. Although Yueyang Mobile Communication Company has dealt with the situation positively, the assaults from the market are still grave, such as the serious loss of the old consumers and the continuous decline in the occupation rate of new markets. In order to keep its leading position in the market before the new opportuni
ties and challenges, Yueyang Mobile Communication Company has to adapt the competition, learn to compete, be skillful in competing and finally wins the competition.
This dissertation can be divided into three parts. In the first part the author analyzes the present development circumstances of China mobile communication, and emphatically the pressures Yueyang Mobile Communication Company is facing in the present market competition. The author argues that it is an urgent task to have an analysis of the market competition and a study of competition strategies of Yueyang Mobile Communication Company. In the second part, the author analyses the market status quo of Yueyang Mobile Communication Company and points out the striking problems in the present business development of Yueyang Mobile Communication Company. The author also has a comparative analysis with its competitor, Yueyang Uni-Company in the following five aspects: marketing-orientation, price competition, service quality competition, grade image competition and sales network competition. The author also analyses the effect that the newly-spread "mobile city telephone" business has brought on Yueyang mobile commu
nication market. In the third part, on the basis of comprehensive and systematic analysis and research the author proposes
six strategies which can promote Yueyang Mobile Communication Company's market competition power.
There are three main research methods in this dissertation. First, the method of data induction is adopted to make statistics and induction on kinds of information coming from the market to find out the regular patterns of development in the mobile communication market. Second, the method of comparative analysis is adopted to compare Yueyang Mobile Communication Company with its competitors to seek the inadequacy of Yueyang Mobile Communication Company in the market competition. Third, the method of deep-going interview is used to give interviews to the commission agents of Yueyang Mobile Communication Company in order to keep abreast of current developments in cooperation with the commission agents.
This dissertation is based on the author's working experience and lays stress on practicality and operationality.
本文的研究分三个层次，文章首先分析了国内移动通信业当前的发展环境，着重剖析了岳阳移动通信公司在当前市场竞争中所面临的各种压力。文章的第二部份分析了岳阳移动通信公司的市场现状，指出了岳阳移动通信公司当前业务发展中存在的突出问题，并从岳阳移动通信公司的市场定位、价格竞争、服务质量竞争、品牌形象竞争、销售网络竞争等五个方面与竞争对手岳阳联通进行了比较分析。与此同时，还就岳阳电信新推出的“移动市话”对岳阳移动通信市场的影响进行了分析。通过全面而系统的分析和研究，文章在第三部份从六个方面提出了岳阳移动通信公司市场竞争策略建议。
本文的主要研究方法是：采用“资料归纳分析法”对来自市场的各种信息进行统计、归纳，找出移动通信市场运行规律。利用“对比分析法”将岳阳移动通信公司与竞争对手进行比较，查找岳阳移动通信公司在市场竞争中的不足。同时运用“深度访谈法”对岳阳移动通信公司的代销代办商进行访谈，以求深入了解与营销网点的合作情况。
本文的研究来自作者的工作实践，注重了实用性和可操作性。
With the development of regrouping in domestic telecommunication market, the mobile communication of China has become a focal and hot point in the present telecommunication market competition. At present, domestic mobile communication market's demands have increased continuously, telecommunication controls have been tightened up gradually, and competition levels of the telecommunication market have been advanced progressively. However, under these circumstances Yueyang Mobile Communication Company is facing many-sided pressures coming from the slow progress of market development and the intense competition with other companies such as Yueyang Uni-company and Yueyang Telecommunication Company. Although Yueyang Mobile Communication Company has dealt with the situation positively, the assaults from the market are still grave, such as the serious loss of the old consumers and the continuous decline in the occupation rate of new markets. In order to keep its leading position in the market before the new opportuni
ties and challenges, Yueyang Mobile Communication Company has to adapt the competition, learn to compete, be skillful in competing and finally wins the competition.
This dissertation can be divided into three parts. In the first part the author analyzes the present development circumstances of China mobile communication, and emphatically the pressures Yueyang Mobile Communication Company is facing in the present market competition. The author argues that it is an urgent task to have an analysis of the market competition and a study of competition strategies of Yueyang Mobile Communication Company. In the second part, the author analyses the market status quo of Yueyang Mobile Communication Company and points out the striking problems in the present business development of Yueyang Mobile Communication Company. The author also has a comparative analysis with its competitor, Yueyang Uni-Company in the following five aspects: marketing-orientation, price competition, service quality competition, grade image competition and sales network competition. The author also analyses the effect that the newly-spread "mobile city telephone" business has brought on Yueyang mobile commu
nication market. In the third part, on the basis of comprehensive and systematic analysis and research the author proposes
six strategies which can promote Yueyang Mobile Communication Company's market competition power.
There are three main research methods in this dissertation. First, the method of data induction is adopted to make statistics and induction on kinds of information coming from the market to find out the regular patterns of development in the mobile communication market. Second, the method of comparative analysis is adopted to compare Yueyang Mobile Communication Company with its competitors to seek the inadequacy of Yueyang Mobile Communication Company in the market competition. Third, the method of deep-going interview is used to give interviews to the commission agents of Yueyang Mobile Communication Company in order to keep abreast of current developments in cooperation with the commission agents.
This dissertation is based on the author's working experience and lays stress on practicality and operationality.
引文
[1]中国移动通信集团公司．通信市场与营销．第一版．北京：人民邮电出版社，1999
[2]P W Baier, T Weber. CDMA for UMTS and IMT-2000. ICPMSC 98, 1998:13～15
[3]诸欢．2002年移动通信企业的经营情况分析．中国电信业，2003，(2)：26～29
[4]杜宝国．中国电信业入世承诺与电信服务标准及服务营销实务手册．中国商业出版社，2002
[5]Malim G.Transaction Values. Communications Weeks, 2002, (11): 44～61
[6]中国电信集团北京研究院肖学金．电信企业经营环境和策略的思考．中国电信网，专题论坛，2003，1
[7]杨培芳．我国电信业如何适应WTO环境．邮电企业管理，2001，(21)：8～20
[8]Sullivan A.Internet economy continues to grow. Reuters, 2001, (1):10～21
[9]Bijan Khosravi. Telecom network economics: How to achieve profitability. Lightwave, 2001,(8):20～21
[10]信息产业部电信研究院政策研究部产业竞争力项目组朱金周，陈金桥，陈凯．中国电信国际竞争力发展报告(2002)．通信信息报，2002(11)
[11]Keegan WJ. Global marketing management. New York: Prentice Hall, 2001
[12]徐木土．中国电信市场发展现状与趋势分析．China Byte网，2003，2，16
[13]Avery R B. will mobile communications continue to mobile? World Tele-communications, 2001,(3):55～64
[14]唐雄燕．因特网时代传统电信运营商的机遇与挑战．电信科学，2003，(2)：10～13
[15]廖晓红．传统电信运营商的危机与对策．中国电信业，2002，(7)：49～53
[16]周其仁．数网竞争：中国电信业的开放和改革．第一版．北京：三联书店，2001
[17]邓志成．中国电信业的市场新格局．中国电信业，2003，(1)：23～26
[18]常桦．迈克尔·波特．完全竞争战略．北京：中国纺织出版社，2003．4
[19]Michael E.Porter. Competitive Strategy. New York: The Free Press, 1998
[20]电信科技情报研究所．电信非对称管制问题研究报告．天津市通信管理局网，
2003，3，10
[21]Chase R B, Aquilano N J. Operations management for competitive advantage. New York: Prentice Hall, 2001
[22]让·雅克·拉丰，让·泰勒尔．电信竞争．第一版(中译本)．北京：人民邮电出版社，2001
[23]Michael E.Porter. Competitive Advantage. New York: Simon & Schuster, 1996
[24](美)菲利普·科特勒，加里·阿姆斯特朗．科特勒市场营销教程．北京：华夏出版社，2000
[25]Crawford M. New products management. Houston: Richard Twin. Inc, 1997
[26]肖怡．市场定位策略-找准顾客心．第一版．北京：企业管理出版社，1999
[27]Dana R A, Florenzano M, Le Van C.Production prices and general equilibrium prices: a long-run property of a Leontief economy. Journal of Mathematical Economics, 2002,(10):233～265
[28]鹏浩．解析电信资费的合理性．通信世界，2002，(26)：24～25
[29]刘文．我国通信业新的市场格局形成．移动通信，2002，145(6)：20～22
[30]莫世杰．对电信企业实施服务品牌战略的几点思考．邮电企业管理，2003，(1)：22～23
[31]Flynn D.Telecommunications spending report. Total Telecom, 2002,(11):1～13
[32]王良元．电信企业经营战略管理．人民邮电出版社，2001
[33]岳阳年鉴(2002年)．中国文史出版社，2002
[34]Richard A.Gershon. Telecommunications management. New York: Lawrence Erlbaum Associates, 2001
[35]中国邮电电信总局编．电信市场与营销．北京：人民邮电出版社，1998
[36]徐冲．数据通信业务市场及营销策略浅析．中国数据通信，2003，(6)：15～17
[37]贺志刚．谁为链主．IT经理世界，2002，(12)：24～27
[38]雷振洲．从3G看移动宽带服务．中国数据通信，2002，(5)：15～18
[39]R99 TS 22105.2001. Services & Service Capabilities. 3GPP, 2001, (5): 7～10
[40]Heegard C.High-Performance Wireless Ethernet. IEEE Communications Magazine, 2001, (11): 64～73
[41]Fourth Generation Wireless Networks and Interconnecting Standards. IEEE Personal Communications, 2001, 8(5): 100～101
[42]Koji Yamamoto AT THE CORE OF 3G MOBILE ROAM, 2001, (4): 6～10
[2]P W Baier, T Weber. CDMA for UMTS and IMT-2000. ICPMSC 98, 1998:13～15
[3]诸欢．2002年移动通信企业的经营情况分析．中国电信业，2003，(2)：26～29
[4]杜宝国．中国电信业入世承诺与电信服务标准及服务营销实务手册．中国商业出版社，2002
[5]Malim G.Transaction Values. Communications Weeks, 2002, (11): 44～61
[6]中国电信集团北京研究院肖学金．电信企业经营环境和策略的思考．中国电信网，专题论坛，2003，1
[7]杨培芳．我国电信业如何适应WTO环境．邮电企业管理，2001，(21)：8～20
[8]Sullivan A.Internet economy continues to grow. Reuters, 2001, (1):10～21
[9]Bijan Khosravi. Telecom network economics: How to achieve profitability. Lightwave, 2001,(8):20～21
[10]信息产业部电信研究院政策研究部产业竞争力项目组朱金周，陈金桥，陈凯．中国电信国际竞争力发展报告(2002)．通信信息报，2002(11)
[11]Keegan WJ. Global marketing management. New York: Prentice Hall, 2001
[12]徐木土．中国电信市场发展现状与趋势分析．China Byte网，2003，2，16
[13]Avery R B. will mobile communications continue to mobile? World Tele-communications, 2001,(3):55～64
[14]唐雄燕．因特网时代传统电信运营商的机遇与挑战．电信科学，2003，(2)：10～13
[15]廖晓红．传统电信运营商的危机与对策．中国电信业，2002，(7)：49～53
[16]周其仁．数网竞争：中国电信业的开放和改革．第一版．北京：三联书店，2001
[17]邓志成．中国电信业的市场新格局．中国电信业，2003，(1)：23～26
[18]常桦．迈克尔·波特．完全竞争战略．北京：中国纺织出版社，2003．4
[19]Michael E.Porter. Competitive Strategy. New York: The Free Press, 1998
[20]电信科技情报研究所．电信非对称管制问题研究报告．天津市通信管理局网，
2003，3，10
[21]Chase R B, Aquilano N J. Operations management for competitive advantage. New York: Prentice Hall, 2001
[22]让·雅克·拉丰，让·泰勒尔．电信竞争．第一版(中译本)．北京：人民邮电出版社，2001
[23]Michael E.Porter. Competitive Advantage. New York: Simon & Schuster, 1996
[24](美)菲利普·科特勒，加里·阿姆斯特朗．科特勒市场营销教程．北京：华夏出版社，2000
[25]Crawford M. New products management. Houston: Richard Twin. Inc, 1997
[26]肖怡．市场定位策略-找准顾客心．第一版．北京：企业管理出版社，1999
[27]Dana R A, Florenzano M, Le Van C.Production prices and general equilibrium prices: a long-run property of a Leontief economy. Journal of Mathematical Economics, 2002,(10):233～265
[28]鹏浩．解析电信资费的合理性．通信世界，2002，(26)：24～25
[29]刘文．我国通信业新的市场格局形成．移动通信，2002，145(6)：20～22
[30]莫世杰．对电信企业实施服务品牌战略的几点思考．邮电企业管理，2003，(1)：22～23
[31]Flynn D.Telecommunications spending report. Total Telecom, 2002,(11):1～13
[32]王良元．电信企业经营战略管理．人民邮电出版社，2001
[33]岳阳年鉴(2002年)．中国文史出版社，2002
[34]Richard A.Gershon. Telecommunications management. New York: Lawrence Erlbaum Associates, 2001
[35]中国邮电电信总局编．电信市场与营销．北京：人民邮电出版社，1998
[36]徐冲．数据通信业务市场及营销策略浅析．中国数据通信，2003，(6)：15～17
[37]贺志刚．谁为链主．IT经理世界，2002，(12)：24～27
[38]雷振洲．从3G看移动宽带服务．中国数据通信，2002，(5)：15～18
[39]R99 TS 22105.2001. Services & Service Capabilities. 3GPP, 2001, (5): 7～10
[40]Heegard C.High-Performance Wireless Ethernet. IEEE Communications Magazine, 2001, (11): 64～73
[41]Fourth Generation Wireless Networks and Interconnecting Standards. IEEE Personal Communications, 2001, 8(5): 100～101
[42]Koji Yamamoto AT THE CORE OF 3G MOBILE ROAM, 2001, (4): 6～10
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