文档介绍：I华中科技大学硕士学位论文摘要2008年新一轮的电信重组后,三大运营商均具有全业务经营能力,中国电信业进入了新的市场竞争发展时期。作为东莞移动通信的主导运营商,东莞移动面临着全业务运营环境下的挑战和机遇。在市场竞争趋于激烈和发展机遇并存的背景下,文章对于东莞移动发展战略的研究具有积极意义。文章首先回顾了课题研究过程中涉及到的企业战略、战略管理以及战略分析方法等理论知识。然后借助PEST分析法、竞争对手分析模型对东莞移动的外部环境进行分析,进而分析内部环境,然后利用SWOT分析方法,归纳了东莞移动的优势和劣势,分析了面临的机遇和挑战,并进行战略匹配。在全面分析的基础上,得出巩固东莞移动的主导运营商地位、实现企业优势由移动通信向移动信息服务商迁移的战略目标,并基于加强存量客户稳定和差异化发展的战略思想,从人力资源、市场营销、业务发展和生产运作等四方面设计战略计划:在人力资源战略,得出人才引进与培养,开展一体化专业支撑团队建设,建立全业务运营人才队伍运营管控与激励体系的方案;在市场营销方面,分别基于个人、家庭和集团三大市场做了详细的描述和具体的客户发展战略设计;在业务发展方面,根据业务细分,分别从语音、数据、宽带、TD、M2M、移动互联网、无线城市等七大业务领域总结提炼东莞移动的发展战略;在生产运作方面,分别从网络支撑、TD网络建设、IT系统支撑和管理模式等四个方面设计东莞移动的发展战略。关键词:全业务巩固差异化迁移 II华中科技大学硕士学位论文Abstract Since the new round of industry regrouping in 2008, the munications operators can operate full business, a petition period begins. As the leading munication operator in Dongguan, Guangdong mobile Dongguan Branch is facing the new challenge and opportunity. Under the petition and development opportunity background, this paper draw great meaning for the study on development strategy of Guangdong mobile Dongguan Branch. This paper first presents theories of corporation strategy, strategy management and research technique, which are used for the research. Then, by means of PEST analysis petitor analysis model, the paper points out external environment of pany and analyses the internal environment. And then, advantages and disadvantages of pany are given and the opportunities and challenges pany is facing are analyzed. Based on the SWOT analysis, the paper provides alternative strategies for Guangdong mobile Dongguan Branch. After the analysis, the paper points out a strategic objective——enhance the leading position among munication operators, and transform pany into a mobile information service provider. In view of the strategic guiding thoughts of “maintain customer and petition ”, then draws up a strategic implementation from 4 aspects: human resource, marketing, products and operation. In the aspect of human resource strategi