手机未来的品牌之争、市场之争,正逐渐集中到终端渠道的网络之争上来。

谁拥有渠道终端、谁能够嫁接并掌握更大的终端网络,就意味着谁将拥有更大的

市场份额。新的竞争环境下的讯捷公司,面对市场变革,与时俱进,坚定不移的

发展渠道建设将是未来企业长期战略和最重要的课题。

本文运用战略管理理论就云南讯捷通讯有限公司的发展战略进行了研究和

探讨。首先对云南讯捷所面临的宏观经济环境、法律政策环境以及技术环境进行

了分析,可以看出宏观经济环境、技术环境对云南讯捷有利,但运营商绑定手机

零售销售的天然优势对云南讯捷是一个极大的挑战。运用迈克尔波特教授的五

力分析模型对云南讯捷所处的通讯行业进行了分析,得出:现在云南讯捷所处的

行业竞争结构是比较激烈的结论。最后,运用SWOT分析,对云南讯捷的强势和

弱势、机遇和威胁进行了系统的总结,指出加强型战略和一体化战略是云南讯捷

发展战略的必然选择。综合以上分析,提出了云南讯捷的发展战略框架,即:利

用公司原有优势,继续加强核心竞争力的打造,通过对云南讯捷目前拥有的资源

进行整合,同时,还要加强资本运作,拓宽融资渠道。与其他运营商在合作中竞

争,在竞争中合作,在竞争与合作中发展。

关键词:通讯业;战略管理;零售连锁企业

I

Abstract

Future competition, brand mobile phone market competition,gradually

concentrated to the network for terminal channel. Who owns the channel terminal,

who can engraft and master terminal network greater, mean who will have a greater

share of the market. Under the new competitive environment - Czech company, in the

face of market reform, advancing with the times,the construction and development of

channel not to move or retreat will be the future strategy and the most important task.

In this paper, the use of strategic management theory on the development

strategy of Yunnan Xunjie Communication Co. Ltd. is studied and discussed. The first

of Yunnan Xunjie facing the macro economic environment, legal and policy

environment and technical environment analysis, we can see the macro economic

environment, technology environment conducive to Yunnan Xunjie, but the operator

binding mobile phone retail sales of natural advantage is a great challenge to the

Yunnan xunjie. Using the Michael professor Potter's five forces analysis model of the

Yunnan Xunjie communications industry was analyzed,concluded: now Yunnan

Xunjie located industry competition is fierce conclusion. Finally, using the SWOT

analysis, the Yunnan Xunjie strengths and weaknesses, opportunities and threats are

summarized, points out the inevitable choice to strengthen the strategy and integration

strategy is Yunnan Xunjie development strategy. Based on the above analysis, put

forward the strategic framework,the development of Yunnan Xunjie: use the

company's original advantages,to continue to strengthen the core competitiveness,

through integration, the Yunnan Xunjie now has the resources at the same time,but

also to strengthen the capital operation, to broaden the financing channels. And other

operators in the cooperation in the competition, cooperation in the competition, the

development in the competition and cooperation.

Keywords: communication industry; strategic management; retail chain enterprises