文档介绍：I 华中科技大学硕士学位论文摘要哈佛学派的 S-C-P 分析范式指出,产业结构决定了产业内的竞争状态,并决定了企业的战略及行为,最终决定企业的绩效。东莞产业调整对当地社会、经济均产生深刻的影响,也造成了通信产业环境及竞争态势的变化,引发通信行业内企业之间更激烈的竞争行为,从而影响利益格局。本文意在全面、系统地分析产业调整给东莞移动公司的宏、微观和内、外部竞争环境带来的变化,并根据通信产业的特点, 对东莞移动公司在产业调整中战略选择进行研究、探讨,并试图为东莞移动公司的战略选择制定科学、合理的保证措施。全文分五个部分:第一部分为绪论,提出本课题并阐述其研究意义及价值,对主要的研究内容和方法进行了说明;第二部分概述企业战略的基本知识、战略类型和影响企业战略的因素;第三部分对东莞产业特征及调整状况进行了概括;第四部分介绍东莞移动公司的发展状况,沿着从宏观环境到微观环境、从外部因素到内部因素的逻辑分析这一轮产业调整对东莞移动公司的影响,提出了东莞移动公司的战略选择;第五部分研究、探讨东莞移动公司实现既定战略目标的保证措施。本文得出的主要结论是:东莞产业调整是长期、必然的趋势,东莞移动公司应充分利用在品牌、市场先发、业务创新、网络等方面的优势,努力克服产业调整带来的冲击,把握产业调整带来的信息化发展机遇,进一步巩固和扩大客户规模,加大新产品的开发力度,加强市场的深度运营,牢牢把控市场主导地位,同时要进一步提高经营管理水平,降低经营管理成本,做东莞通信市场的引领者。具体可采取的基本战略为市场渗透战略、产品开发战略、成本领先战略,可以结合实际制定“一三四二”的战略保证措施。关键词: 产业调整市场渗透产品开发成本领先 II 华中科技大学硕士学位论文 Abstract According to SCP theory created by the Harvard School, the structure of a market will influence firms’ conduct and then firms’ conduct will influence their performance. The industrial adjustment taken place in Dongg uan will surely exert a deep effect on the local society and economies. As a result, these adjustments will lead or have led to the changes of environment petitive situation of Dongguan’s munication industry. For example, the more and more in petition will change the benefit structure of all this dissertation the author tries to do a research on pany behavior under the industrial adjustment and judge what the industrial adjustment has brought to China Mobile Group Corporat ion, Guangdong Limited Co., Ltd.-Dongguan Branch, such as the changes of macro and mi cro environment and internal and external competitive state, which can provide evidence for pany to make proper and scientific strategy. The dissertation posed of five parts:Part one, introduction of some backgrounds and important concepts. In this part, the author brings forward the significance of this research, and then el aborates definitions of some important two, reviews of the strategic research theori es and researches.