文档介绍：上海交通大学
硕士学位论文
中兴通讯移动网络管理产品发展策略探析
姓名:沈毅
申请学位级别:硕士
专业:工商管理
指导教师:谢富纪
20090111
中兴通讯移动网络管理产品发展策略探析

摘要

移动通讯网络管理产品在领先设备商的产品系列中是个盈利能力很
强的品类,在硬件设备利润率持续降低的趋势下对保护其经营效益、巩
固品牌形象、完善售后服务能力、强化其整体竞争力发挥着重要作用。
虽然近年中兴通讯的移动通讯业务发展迅速,但网管产品在市场认可度
和经营绩效等方面仍与竞争对手差距显著。运营商间竞争日益聚焦于网
络运维效率,因此网管产品日渐成为影响设备商生存能力的关键因素。
本文运用运营管理等理论对中兴通讯在该产品经营管理上存在的问
题进行剖析,探究问题的成因以及相互间关系,尝试提出解决策略。
研究主要采用战略管理、运营管理和技术创新等理论方法展开,过
程是先以战略管理理论分析该产品的产业环境,再以业务战略设计和营
销管理理论分析经营模式,然后用技术创新和运营管理方法分析其研发
模式,并用人力资源管理的理论分析了组织架构与绩效考核模式。认为
症结在于中兴对该产品的战略定位不清晰,经营模式、研发模式和售后
服务模式不合理,组织架构设计存在缺陷,导致难以应对运营商个性化
需求、难以保持持续的技术创新能力。
在明确关键问题后,本文提出首先确立该产品的核心产品战略地
位,并对产品经营的管理流程、团队组织结构、研发模式、售后服务管
理流程等方面的改造提出了具体的发展策略。

关键词:发展策略,中兴通讯,营销模式,研发模式
THE RESEARCH IN ZTE WORK
MANAGEMENT PRODUCT DEVELOPMENT STRATEGY

ABSTRACT

Network management product is one of the most lucrative types in leading
vendors’ munication product lines. These products contributed a
lot to protect the vendors’ profitablity, compensating the hardware profit
margin continuous decreasing, and consolidate the brand image and improve
the service quality, petitiveness. ZTE's munication
business developed rapidly in recent years, but work management
products haven’t obtain full acknowledgement in the market. Since the
competition among operators increasingly focused on work
management efficiency, work management products is ing a key
factor in the viability of vendors.
In this thesis, we analysed ZTE work management product,
located the sources of troubles, and inter-relations between troubles and tried
to explore the solution method.
The theories we used in this study are the strategic management,
operations management and technical innovation methods. First we used the
the strategic management theory to analyse the product industry..Then we
used marketing management theory to analyse the business model, and used
technology innovation and operations management theory to analyse its