文档介绍：上海交通大学
硕士学位论文
中国移动通信集团第三代移动通信业务发展策略分析
姓名:郭青
申请学位级别:硕士
专业:工商管理
指导教师:黄丹
20060115
中国移动通信集团第三代移动通信业务发展策略分析

摘要

中国移动通信集团目前是世界上移动用户数量最多的移动运营
商随着中国第三代移动通信网络的筹建日益临近可以预计未来移
动通信运营市场竞争会越来越激烈其中业务市场的发展至关重要
本文从当前中国移动通信行业的市场发展态势和第三代移动通信
国际主流技术标准的发展状况入手根据经典的竞争战略理论分析
出中国移动虽然在目前双寡头竞争的市场格局中处于绝对的领导地
位但仍然应该坚持领先者的竞争战略通过对其优势劣势机会
和风险的分析结合高科技产业的市场营销创新扩散理论和国内外
电信市场业务发展的实际案例本文着重研究了未来国内第三代移动
通信市场初期业务发展的难点提出中国移动通信集团的未来业务发
展策略应该重点关注产业链的整合业务发展方向业务选择业务
驱动力这四个基本要素同时通过构造出一个全新的业务筛选模型
重点分析了行业中现有主要的业务应用指明了中国移动未来应该重
点发展的具体业务

关键字第三代移动通信产业价值链市场峡谷服务
China Mobile Group has the most consumers in the global mobile
munication corporations at present. With Chinese government
planning to begin the third generation mobile munication services,
the all of Chinese munication corporations will face more and
more petition in the future, so it is very important to know
clearly the evolution of the new services for them.
This thesis first analyzed the market circumstance of china mobile
industry and main international technical standard of the third generation
mobile munication services, and concluded to persist in a leading
strategy according to classical theory of strategic management for China
Mobile Group when this corporation is top in china, and analyzed the
strength, weakness, opportunity and threat of China Mobile, and
emphasized the difficulty of early 3G services according to marketing
management theory and some cases in domestic and overseas mobile
services of market, then the thesis pointed out China Mobile
should emphasize industry value-chain, services developing direction,
services choice and business strategy, and analyzed entire
munication services in work , then pointed out the potential
services in the future for China Mobile according to the new framework
of the author in selecting the significant services.

KEY WORDS: 3G industry value-chain market-canyon, i-mode service
上海交通大学
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