移动互联网业务竞争战略研究
摘要
移动互联网是近几年的新兴业务,随着国内互联网爆炸式增长,行业发展越来越快
速,行业内的竞争也円趋激烈。移动通信运营商对客户所提供的服务,已更多向移动互
联网应用转变。本文主要研究中国移动通信集团广西有限公司(以下简称广西移动)的
移动互联网业务竞争战略。
首先从移动互联网行业的发展历程介绍,从政治、经济、文化和技术四大方面分析
广西移动发展移动互联网业务的外部宏观环境。并运用波特的五力分析模型对移动互联
网行业竞争形势进行深入剖析,竞争压力来源及竞争环境态势。然后从广西移动内部的
移动互联网业务发展概况、业务运营机制及管理机制、业务营销的产品、定价、促销及
渠道等多个角度对移动互联网业务情况进行存在问题提出与探讨。第四章则运用竞争优
势SWOT分析工具对广西移动互联网业务竞争的的优势、劣势、机会、威胁进行全面分
析,以此为基础明确广西移动互联网业务发展的战略选择,应以差异化战略作为企业业
务发展的竞争战略,并制定差异化战略的定位与规划。最后在战略实施方案中从移动互
联网业务的产品差异化、营销差异化、服务差异化、渠道差异化及管理支撑保障等方面
进行战略实施。
本研究通过将战略管理理念深入到广西移动公司移动互联网业务拓展全流程中,在
企业业务竞争战略目标的制定、战略的选择和实施等各环节进行总体考虑和给出建议,
对企业现代战略管理理论有一定的的研究意义和示范作用。
关键词:中国移动通信集团广西有限公司;移动互联网;差异化战略、产
品差异化
Research on the competition strategy of China Mobile
Communications Group Guangxi Limited
ABSTRACT
Mobile Internet is an emerging business in recent years, with the explosive growth of the
domestic Internet, more and more rapid development of the industry, the industry increasingly
fierce competition. Mobile operators services provided to customers, has more changes to the
mobile Internet applications. This paper studies Guangxi China Mobile Communications
Group Limited (hereinafter referred to Guangxi Mobile) mobile Internet business competition
strategy.
First, from the course of development of the mobile Internet industry, from the political,
economic, cultural and technical analysis of the four aspects of the development of mobile
Internet business Guangxi Mobile external macro-environment. And the use of Porter's five
forces model of the mobile Internet industry depth analysis of the competitive situation,
sources of competitive pressures and the competitive environment situation. Then move
inside from the Guangxi Mobile Internet Business Development business operation
mechanism and management mechanism, business marketing, product,pricing, promotion
and channel various perspectives on the mobile Internet business conduct problems raised and
discussed. The fourth chapter competitive advantage using SWOT analysis tool Guangxi
Mobile Internet business competitive strengths,weaknesses, opportunities and threats to
conduct a comprehensive analysis as a basis for the development of mobile Internet services
in Guangxi clear strategic choice should be based on differentiation strategy as a business
business development,competitive strategy, and to develop differentiated positioning strategy
and planning. Finally, implementation of the strategy from the mobile Internet business
program product differentiation, marketing differentiation, service differentiation,
differentiation and channel management support security and other aspects of implementation
of the strategy.
In this study, the strategic management concepts deep into Guangxi Mobile's mobile
Internet business development in the whole process, competitive strategy in the enterprise
business goal setting, strategy selection and implementation of other aspects of an overall
consideration and give recommendations on the strategic management of modern enterprises
theoretical study has sorhe significance and role model.
Keywords: China Mobile Communications Group Co., Ltd. Guangxi; mobile
Internet; differentiation strategy; product differentiation in