随着现代信息技术快速发展，移动互联网、云计算和大数据等开始广泛应用 于电子商务、教育培训、卫生医疗和电子政务等相关领域，网民规模呈现出稳步 增长态势，互联网服务深度渗透到诸多行业，信息技术的应用场景不断扩大。2018 年 7 月，中国互联网信息中心（CNNIC）发布第 42 次《中国互联网络发展状况统 计报告》。数据显示，截止 2018 年 6 月，我国网民人数规模为 8.02 亿，互联网 的普及率达到 57.7%。互联网平台和企业数据库均已汇聚了大量的用户信息和交 易数据，随着数据价值的提升，用户信息泄漏、数据非法利用、网络信息诈骗、 木马病毒传播各类恶性事件频发，用户信息保护、日常数据交易存在重大隐患。 因此，网络信息安全已成为政府机关、企业和个人密切关注的热点问题。 本文总结和梳理了国内外有关差异化竞争战略的理论研究，通过实地调研， 深入了解深信公司的发展现状、主营业务情况，找出公司目前战略规划所存在的 主要问题。借助 PEST 模型、五力竞争模型和 SWOT 分析法等方法，运用竞争战略 相关理论，通过分析公司现状、公司环境和核心竞争力，提出适合深信公司未来 发展的差异化竞争战略，并制定出具体战略实施方案和保障措施。主体内容包括 六个部分，分别为，（1）竞争战略理论综述；（2）公司现状和总体竞争战略分析； （3）公司竞争环境分析；（4）SWOT 分析与竞争战略比较；（5）差异化竞争战略 的选择与实施；（6）研究结论与展望。 研究表明，深信公司应依据市场需求规模和未来发展前景，对现有产品和服 务进行战略调整。首先，做好安全业务的产品优化更新，加强云计算业务研发投 入，并逐步放弃企业级无线业务。其次，通过产品差异化、服务差异化和渠道差 异化等三个方面，逐步贯彻实施差异化竞争战略。最后，为确保战略有效实施， 深信公司需关注客户需求、激发创新活力、整合内外资源、优化组织结构和注重 人才培养。 关键词，网络信息安全;差异化竞争;SWOT 分析;竞争战略新疆大学硕士研究生学位论文 II ABSTRACT With the rapid development of modern information technology, mobile Internet, cloud computing and big data have been widely used in e-commerce, education and training, health care and e-government and other related fields. The scale of netizens has shown steady growth, and the depth of Internet services has penetrated into many. In the industry, the application scenarios of information technology are constantly expanding. In July 2018, China Internet Information Center (CNNIC) released the 42nd Statistical Report on the Development of China's Internet Network. According to the report data, as of June 2018, the number of Internet users in China reached 802 million, and the Internet penetration rate was 57.7%. The Internet platform aggregates massive user data. As the value of data continues to increase, the risks of leakage and illegal use of users' personal information and illegal cross-border data flow continue to increase, and various vicious incidents occur frequently. Therefore, network information security has become a hot issue of close concern to governments, enterprises and individuals. This paper summarizes and sorts out the theoretical research on the differentiated competition strategy at home and abroad. Through field research, it deeply understands the development status and main business situation of S company, and finds out the main problems existing in the company's current strategic planning. Using PEST model, five-force competition model , SWOT analysis method, and the theory of competitive strategy, analyze the company's current situation, company environment and core competitiveness, it proposes a differentiated competition strategy suitable for the future development of S company, and develops a specific strategy. Implementation plan and safeguards. The main content includes six parts : (1) a summary of competitive strategy theory; (2) company status and analysis of overall competition strategy; (3) analysis of the competitive environment of the company; (4) SWOT analysis and comparison of competition strategies; (5) selection and implementation of differential competition strategy; (6) research conclusions and prospects.新疆大学硕士研究生学位论文 III Research shows that S companies should make strategic adjustments to existing products and services based on market demand scale and future development prospects. First, do a good job in product optimization and update of security services, strengthen investment in research and development of cloud computing services, and gradually abandon enterprise-level wireless services. Secondly, through the three aspects of product differentiation, service differentiation and channel differentiation, the implementation of differentiated competition strategy is gradually implemented. Finally, in order to ensure the effective implementation of the strategy, S companies need to focus on customer needs, stimulate innovation, integrate internal and external resources, optimize organizational structure and focus on talent development. Key words: Network Information Security;Differentiated Competition;SWOT Analysis; Competitive Strategy新疆大学硕士研究生学位论文 IV 目 录 1 绪 论.............................................................................................................................................1 1.1 研究背景及意义................................................................................................................1 1.1.1 研究背景.................................................................................................................1 1.1.2 研究意义.................................................................................................................2 1.2 研究内容和思路................................................................................................................2 1.3 主要研究方法....................................................................................................................3 1.4 理论依据和研究综述........................................................................................................3 1.4.1 主要理论依据.........................................................................................................3 1.4.2 相关研究综述.........................................................................................................4 2 深信公司现状和总体竞争战略分析...........................................................................................7 2.1 公司现状............................................................................................................................7 2.1.1 基本概况.................................................................................................................7 2.1.2 主营业务.................................................................................................................7 2.2 现有竞争战略分析............................................................................................................9 2.2.1 公司愿景和使命.....................................................................................................9 2.2.2 核心价值观.............................................................................................................9 2.2.3 重要战略部署.......................................................................................................10 3 深信公司竞争环境分析.............................................................................................................13 3.1 外部环境分析..................................................................................................................13 3.1.1 政治环境...............................................................................................................13 3.1.2 经济环境...............................................................................................................14 3.1.3 社会环境...............................................................................................................15 3.1.4 技术环境...............................................................................................................16 3.2 行业环境分析..................................................................................................................17 3.2.1 供应商的议价能力...............................................................................................17 3.2.2 购买者的议价能力...............................................................................................18 3.2.3 潜在进入者的威胁...............................................................................................18 3.2.4 替代品或服务的威胁...........................................................................................18 3.2.5 现有企业间的竞争...............................................................................................18 3.2.6 目前市场地位.......................................................................................................20 3.3 内部环境分析..................................................................................................................21 3.3.1 组织架构设置.......................................................................................................21 3.3.2 主要经营模式.......................................................................................................23 3.3.3 财务数据分析.......................................................................................................25新疆大学硕士研究生学位论文 V 3.3.4 企业资源条件.......................................................................................................26 4 深信公司 SWOT 分析与竞争战略比较....................................................................................29 4.1 SWOT 分析 ......................................................................................................................29 4.1.1 优势（S）.............................................................................................................29 4.1.2 劣势（W）...........................................................................................................29 4.1.3 机会（O）............................................................................................................30 4.1.4 威胁（T） ............................................................................................................31 4.2 核心竞争力分析..............................................................................................................32 4.2.1 产品研发...............................................................................................................32 4.2.2 技术创新...............................................................................................................33 4.3 竞争战略比较..................................................................................................................33 4.3.1 成本领先战略.......................................................................................................33 4.3.2 集中化战略...........................................................................................................34 4.3.3 差异化战略...........................................................................................................35 5 深信公司竞争战略的制定和实施.............................................................................................36 5.1 差异化竞争战略的制定..................................................................................................36 5.1.1 战略目标...............................................................................................................36 5.1.2 战略重点...............................................................................................................36 5.2 战略实施步骤..................................................................................................................37 5.2.1 现有业务整合.......................................................................................................37 5.2.2 产品差异化...........................................................................................................38 5.2.3 渠道差异化...........................................................................................................39 5.2.4 服务差异化...........................................................................................................40 5.3 战略实施的具体措施......................................................................................................41 5.3.1 内部资源配置.......................................................................................................41 5.3.2 外部资源获取.......................................................................................................42 5.3.3 组织结构调整.......................................................................................................42 5.3.4 企业文化建设.......................................................................................................42 5.3.5 战略实施风险及应对策略...................................................................................43 5.4 其他保障措施..................................................................................................................43 结论与展望.....................................................................................................................................45