随着社会经济的发展，人们对通信的需求程度越来越高，而通信服务质量 的保证离不开通信基础设施的支撑。长久以来，运营商在通信基础设施建设方 面各自为政，造成了社会资源浪费、投资效率底下、环境破坏等问题。为营造 资源节约型、环境友好型社会，国家工业和信息化产业部联合国有资产管理委 员会，在国务院的指导下，组建了通信基础设施共建共享领导小组，对国内通 信基础设施建设实施共建共享。通信共建共享企业通过对站点资源投资建设完 成后，采用交钥匙模式租赁给运营商，按年收取租金，租金采用预付方式支付， 通信基础设施由共建共享建设企业进行维护，运营商对共建共享企业的服务进 行考核，用以调整租赁价格。 报告在项目概述的基础上，对项目的市场、财务、风险及维护方面进行全 面分析。主要研究结论为，（1）项目市场定位为弥补以国有资产为主的中国铁 塔股份有限公司建设力量的不足，解决运营商疑难站点及单一运营商覆盖空白 等问题，成为民营通信共建共享企业的领创者。（2）根据对 A 公司的 SWOT 分析，A 公司拥有良好的共建共享建设经验，与供货商之间形成了战略伙伴关系， 能更快更好的响应运营商需求，但劣势在于相对以国有资产为主的中国铁塔股 份有限公司，在通信行业高投资额、长回收期的情况下，投资力量不足，不能 进行特大规模建设。国家鼓励民营资本发展的导向有利于其进一步融资发展， 但同时市场上出现了众多中小企业，与本地运营商更亲密的关系对 A 公司的发 展也构成了威胁。（3）A 公司利用产品、定价、公共关系、定位的 4P 策略进 行营销，在产品上利用项目管理措施、与供应商战略同盟、沿用运营商原有施 工方等方法保证项目按照运营商的标准进行建设。在定价上，严格控制成本投 入，采用租金折扣的政策吸引运营商租赁。在公共关系方面，采用区县合作的 模式，亲密结合运营商，增进合作关系。在定位方面，避开中国铁塔股份有限 公司的强势之处，着重弥补其建设的不足，在其他民营企业中，做好领导地位。 （4）从项目财务分析入手，在投资过程中，参考中国铁塔股份有限公司在国内 的统计值，按照其所需成本的折扣进行压价，最终投入成本低于普遍投资成本。 在租金收入上，采用折扣的方式吸引运营商，使其低价、快速的形成覆盖，增 强运营商的竞争力。通过项目盈亏平衡分析，计算出项目资金回收期为 3 年，II 可租赁期间为 10 年。（5）在项目风险方面，主要存在政策及违约风险，对政 策风险进行规避，对违约风险进行控制。（6）项目运营保证方面，主要通过日 常维护，项目故障处理及应急处理，从服务质量考核，罚款等方面予以约束， 以保障项目能够持续进行。 关键词，室内分布；共建共享；通信项目III Abstract With the development of social economy, people need more and more communication, and the quality of communication service can not be separated from the support of communication infrastructure. For a long time, operators fragmented in terms of communications infrastructure, resulting in a under the waste of social resources, investment efficiency, environmental damage and other issues. In order to build a resource conserving and environment friendly society, national industrial and the Ministry of Information Industry joint state-owned assets management committee, under the guidance of the State Council, set up a communication infrastructure to build shared leadership team, on the domestic telecommunications infrastructure implementation of sharing. Shared communication to build enterprises through the completion of the site resources to invest in the construction, the turnkey leasing model to the operator, annual rent, rent a pre paid, communications infrastructure by building shared enterprise construction maintenance, operators to build a shared service enterprises assessment, to adjust the rental price. Based on the summary of the project, this paper makes a comprehensive analysis of the market, finance, risk and maintenance of the project. The main conclusions: (1) the project market positioning to make up the deficiency of the state-owned assets of China Tower Co., Ltd. construction of power, to solve the problems such as blank the operators difficult site and a single operator cover, become private communication to build a sharing of enterprise creation. (2) according to the analysis of a company's SWOT, a company has to build a good construction experience sharing, formed a strategic partnership with suppliers, faster and better response to the needs of operators, but the disadvantage is that relative to the state-owned assets of China Tower Co., Ltd., in communication industry with high investment, long payback period, investment lack of strength, not the construction of mega scale. Country to encourage the development of private capital is conducive to the development of its further financing, but at the same time there are many small and medium enterprises in the market, and more intimate relationship with the local operators to A company'sIV development also pose a threat. (3) a company using the 4P strategies of product, price, public relations, positioning marketing, utilizing project management measures on the product, and supplier strategic alliance, use operators of the original construction methods to ensure the project in accordance with the standard operators of construction. In the pricing, strictly control the cost of investment, the use of rental discount policy to attract operators to lease. In the public relations, the use of the mode of cooperation in the county, close combined with operators, enhance cooperation. In terms of positioning, to avoid the strong points of the Limited by Share Ltd of China iron tower, to make up for the lack of its construction, in other private enterprises, to do a good job in leading position. (4) to start, in the investment process, the reference value of China Tower Co., Ltd. in the statistical, in accordance with the need to discount the cost lower prices from the project financial analysis, and finally into costs generally lower investment cost. In the rental income, the use of a discount to attract operators, so that its low-cost, rapid formation of coverage, enhance the competitiveness of operators. Through the project break even analysis, calculation of the payback period of the project funds for 3 years, can be leased for 10 years. (5) in terms of project risk, the main policy and default risk, to avoid the policy risk, the risk of default control. (6) the project operational guarantee, mainly through the daily maintenance, project fault handling and emergency treatment, from the service quality assessment, fines and other aspects to be bound to ensure that the project can continue to carry out. Keywords:Indoor distribution; The co-construction and sharing; Communications programsV 目 录 第一章 绪论 ........................................................................................... 1 第一节 研究背景及意义....................................................................................1 一 研究背景 ................................................................................................................. 1 二 研究意义 ................................................................................................................. 6 第二节 研究方法及思路....................................................................................7 一 研究方法 ................................................................................................................. 7 二 研究思路 ................................................................................................................. 7 第三节 创新之处................................................................................................8 第二章 项目介绍................................................................................... 9 第一节 A 公司基本情况 ....................................................................................9 第二节 项目介绍..............................................................................................11 一 项目介绍 ................................................................................................................11 二 项目建设方案及周期 ........................................................................................... 13 第三节 项目需求对接......................................................................................15 第三章 市场分析................................................................................. 18 第一节 市场定位..............................................................................................18 第二节 SWOT 分析..........................................................................................20 一 优势....................................................................................................................... 20 二 劣势....................................................................................................................... 20 三 机会....................................................................................................................... 21 四 威胁....................................................................................................................... 21 第三节 营销策略................................................................................................22 一 产品策略 ............................................................................................................... 22 二 定价策略 ............................................................................................................... 23 三 公共关系策略 ....................................................................................................... 23 四 定位策略 ............................................................................................................... 24 第四章 财务与风险分析..................................................................... 25VI 第一节 项目成本分析......................................................................................25 第二节 项目收入分析......................................................................................27 第三节 盈亏平衡分析......................................................................................29 第四节 项目风险分析与控制..........................................................................33 一 政策风险及规避 ................................................................................................... 33 二 违约风险及控制 ................................................................................................... 33 第五章 项目运行保障措施................................................................. 36 第一节 日常维护..............................................................................................36 第二节 故障及应急处理..................................................................................37 第三节 服务质量及处罚规则..........................................................................38 第六章 结论 ......................................................................................... 41