导　　师： 王爱虎

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 现阶段，中国三大电信运营商竞争日趋激烈，纷纷抢占移动通信终端的市场份额，导致传统分销渠道日渐萎缩。而三大运营商各有各的特色与优点：中国移动短期内的地位无法撼动，电信和联通之间有比较的悬念。电信和联通都采取固话移动捆绑销售，但电信对消费者的吸引力大：价格方面，由于联通的G网主要是低端用户，忠诚度低，对价格的敏感性将更大；价值方面，中国电信与CDMA捆绑后更能体现其在家庭市场的突出优势。经过近三年的发展，三家运营商都制定了自己的手机战略。中国联通凭借成熟的WCDMA产业链，制定了左安卓、右苹果、给力中低端的战略。中国电信后发制人、以大手笔抢滩登陆的方法，坚定地走上定制化之路，加大在社会化渠道的销售力度。中国移动发力高端旗舰机，转战WLAN。在上述大环境下，传统的移动通信终端国代经销商、省代经销商纷纷进行转型升级，在配合运营商发展的工作上摸索最适合自己的道路。 SZ公司是国有大型商贸企业的全资子公司，总公司在国内移动通信终端产品销售领域始终保持领先地位。作为分公司，SZ公司主要负责CDMA网络手机分销业务，在销售规模、代理品牌、网络覆盖、运营商服务等方面均取得了较好业绩。与中国电信GD公司有着密切而深入的合作。本论文对SZ公司的运营情况作分析：在电信运营商高速发展的情况下，未来几年将是公司发展的关键时期，也是公司实现品牌扩张、规模经营的战略机遇期。在此条件下，研究和制定合理有效的公司发展战略显得尤为重要。论文对公司发展面临的外部环境内部资源及主要业务能力进行全面、系统的分析，确立公司发展经营方向，明确SZ公司必须深入推进C网手机分销业务主业提升核心竞争能力、调优经营产品结构拓展辅助经营方向、调优经营产品结构拓展辅助经营方向、整合优质优势资源构建市场战略联盟等等，同时，制定合理的人才管理、企业文化战略实施对策与保障措施。 At this stage, China's three big operators increasingly fierce competition in the mobilecommunication terminal, to seize market share, lead to the traditional distribution channelshrinking. While the big three carriers each having different characteristics and advantages:China mobile short position cannot shake, telecommunication and Unicom are comparablebetween suspense. Telecommunication and Unicom adopted fixed mobile telecom bundling,but attractive to consumers: price, because the Unicom G is the low-end users, loyalty is low,the price sensitivity will be greater; value, China Telecom and CDMA bundled to betterreflect its prominent advantages in the domestic market. After nearly three years ofdevelopment, the three operators have developed their own mobile phone strategy. ChinaUnicom with mature WCDMA industry chain, the formulation of the Zuo Anzhuo apple,awesome, right in the low-end strategy. China telecom sector, with generous landing approach,firmly on the customized Road, increase in social channels sales efforts. China Mobilefocuses on high-end flagship machine, he moved to WLAN. In this environment, thetraditional mobile communication terminal of the dealers, distributors have province on behalfof transformation and upgrading, in conjunction with operators development work to explorethe most suitable for their own road. SZ company is a large state-owned trading enterprises wholly owned subsidiary,company in the domestic mobile communication terminal product sales has alwaysmaintained a leading position in the field. As the branch, SZ company is mainly responsiblefor the CDMA network mobile phone distribution business, in the sales scale, brand agents,network operators, service and so on have made a better performance. And China TelecomGD companies have close and in-depth cooperation. This paper to SZ company's operationsituation analysis: telecom operators in the rapid development of the situation, the next fewyears will be the company a critical period of development, also is the company brandexpansion, the scale operation of the strategic opportunity period. Under this condition, studyand formulate effective corporate development strategy to appear particularly important.Study on the development of the company 's external environment and internal resources ofmain business ability to conduct a comprehensive, systematic analysis, established thecompany's development direction of management, clear SZ company must further CDMAmobile phone distribution business industry, promote the core competition ability,optimization of product structure management expand the auxiliary operating direction,optimization of product structure management development direction of management, integrated quality advantages of auxiliary resource construction of market strategy allianceand so on, at the same time, make reasonable personnel management, enterprise culturestrategy for the implementation of measures and guarantee measures.

关 键 词： 移动通信终端代理公司 电信运营商 通信业 发展战略

分 类 号： [F626]

领　　域： [经济管理]