文档介绍：合肥工业大学
硕士学位论文
安徽联通3G移动通信竞争战略研究
姓名:马先春
申请学位级别:硕士
专业:工商管理
指导教师:吴子稳
2011-05
安徽联通 3G 移动通信竞争战略研究

摘要

随着 3G 时代的到来,国内外移动通信市场正在发生巨大的变化,我国移
动通信市场更是发展迅猛,经过多次改革重组,电信领域的垄断已被打破,特
别是 3G 牌照发放后,中国联通面临着前所未有的机遇与挑战。如何利用自身的
优势,研究和制定合适的发展战略,以期在激烈竞争的移动通信市场求得生存
和发展,是安徽联通迫切需要解决的问题。
本文对安徽联通 3G 移动通信发展中所面临的外部宏观环境进行分析,特
别是对国内外 3G 移动通信市场的的现状进行分析,对我国 3G 业务发展趋势进
行了科学预测,然后运用波特五力行业竞争模型和 SWOT 分析方法,对安徽联通
3G 移动通信市场的行业竞争结构进行了分析,重点分析了安徽联通 3G 移动通
信竞争的优劣势,提出了安徽联通 3G 移动通信的重点集中竞争战略。最后从品
牌、产品、价格、终端、渠道等方面提出了具体发展策略。
本文从战略的高度,把握和探究安徽联通 3G 移动通信竞争战略,对安徽
联通 3G 业务的发展具有积极的指导和借鉴意义。

关键词安徽联通;3G;竞争战略

3
The study of 3G petition
strategy for Anhui

ABSTRACT
With the advent of the 3G age, great changes have taken place in the mobile
communication market both at home and abroad, particularly in China. After many
attempts of reform and reconstruction, the monopoly of China is broken.
Therefore, China is now confronted with unprecedented opportunities and
challenges especially when 3G licenses are issued. Presently, an urgent problem for
China to solve is that how to take its own advantages and how to research
and make appropriate development strategies so as to survive and develop in the
petition of munication market.
Analyzing the external environment for the development of Anhui
munication, especially the present situation of the market; predicting
the development trend of 3G business in our country; applying the Michael Porter's
Five Forces Model and the SWOT Method, this article, focused on the analysis the
competition framework of the 3G mobile industry, in particular, the superiority and
inferiority of Anhui , puts forward a proposal on the petition
strategies for Anhui 3G business. Finally, this article as es up with
concrete development strategies in terms of business, product, terminal, brand and
channel.
This article, based upon strategic level, exploring petitive strategies of
Anhui 3G munication, has a positive