随着全球信息技术和无线通讯技术的不断提高，社会发展对通信技术提出了 更高的要求，以通信技术为依托的通信行业获得了极大地发展。然而，另一方面， 作为新兴科技产业，通信行业可以在短时间内为企业带来更多地利润，因此，越 来越多的企业开始进入这一领域，市场竞争愈发激烈。从我国当前的通信市场看， 华为作为通信市场的领军者，它在通信市场上占据着绝对优势。而另一方面，随 着我国改革开放的不断深入，国外通信企业也纷纷进入我国通信市场，共同参与 到我国通信市场的竞争中来，市场竞争日益加剧。JT 公司作为我国第一家上市的 移动通信外围设备专业厂商，在整个通信行业市场中具有较强的竞争优势，公司 经过几十年的发展，在我国设有三十多家分支机构，积极拓展各地区的通信市场。 然而由于企业战略发展定位不清晰的问题，公司在整个通信市场上并不占据较强 优势。在这种情况下，如何根据 5G 市场环境的发展，结合自身的实际情况，制定 出适合自身的竞争战略，已经成为 JT 公司在发展中首要且亟需解决的难题。 本文采用案例研究和理论研究相结合的方法，以 JT 公司为研究对象，通过对 JT 公司自身的经营现状以及对通信行业的宏观环境进行分析，掌握通信行业的整 体发展情况及后期发展方向，分析此环境下 JT 公司该采取的发展方向。本文结合 波特五力模型分析工具，分析行业内竞争对手、供应商及潜在竞争对手的情况。 然后对 JT 公司的业务发展进行 SWOT 分析，得出公司发展过程中的优势、劣势、 机遇及威胁。结合前文中行业内各竞争对手或潜在竞争对手的分析、公司自身的 优劣势分析，最终确定公司在整体竞争战略选择上应该采取差异化的竞争战略。 在具体竞争战略选择上主要从系统集成服务差异化、基础实施建设差异化、5G 产 品及应用技术差异化、满足客户差异化需求以及目标管理差异化五个方面进行。 同时，为了确保竞争战略的顺利实施，本文还指出应该从加强管理层重视程度、 完善企业文化、加强人才培养以及加大资金支持力度四个方面予以保障。 关键词：通信市场,5G 时代,竞争战略，差异化竞争战略湖 北 工 业 大 学 硕 士 学 位 论 文 II Abstract With the continuous improvement of global information technology and wireless communication technology, social development has put forward higher requirements for communication technology. The communication industry based on communication technology has been significantly developed. On the other hand, as a new technology industry, communication industry can bring more profits to enterprises in a short time. Therefore, more and more enterprises begin to enter this field, and the market competition becomes more and more fierce consequently. From the perspective of China's current communication market, Huawei, as the leader of the communication market, occupies an absolute advantage in the communication market. On the other hand, with the deepening of China's reform and opening up, foreign communication enterprises have entered China's communication market. They participated in the competition of China's communication market, and the market competition is increasingly intensified. As the first listed professional mobile communication peripheral equipment manufacturer in China, JT Company has a strong competitive advantage in the whole communication industry market. After decades of development, the company has more than 30 branches in our country, and actively expand the communication market in various regions. However, due to the unclear strategic development positioning, the company does not have a strong advantage in the whole communication market. Under such circumstances, how to formulate a suitable competition strategy according to the development of the 5G market environment and its actual situation has become the primary and urgent problem for JT Company in its development process. This paper adopts the method of combining the case study and theoretical research. With JT Company as the research subject, in this paper, through the analysis of JT Company's operating status and the macro environment of the communication industry, the overall development situation of the communication industry and its future development direction are grasped, and the development direction that JT Company should take under this environment is analyzed. This paper combines Michael Porter's Five Forces Model analysis tool to analyze the situation of competitors, suppliers, and potential competitors in the industry. Then, we conducts a SWOT analysis on the business development of JT Company and draws the advantages, disadvantages, opportunities, and threats in the development process of the company. Combined with the above analysis of competitors or potential competitors in the industry and the analysis of the company's advantages and disadvantages, we finally determined that the company should adopt a differentiated competitive strategy in the overall selection of competitive strategies. In the selection of specific competitive strategies, the company should mainly conduct from five aspects, namely, system integration service differentiation, infrastructure implementation and construction differentiation, 5G products and application technology differentiation,湖 北 工 业 大 学 硕 士 学 位 论 文 III meeting differentiated demands of customers and target management differentiation. At the same time, in order to ensure the smooth implementation of the competitive strategy, this paper also points out that it should be guaranteed from four aspects: strengthening the attention of the management, perfecting the corporate culture, strengthening the talent training, and increasing the financial support. Keywords: Communication market; the 5G era; competitive strategy; differentiation competitive strategy.湖 北 工 业 大 学 硕 士 学 位 论 文 IV 目 录 摘要 ......................................................................... I Abstract ..................................................................... II 目 录 ........................................................................ IV 第 1 章 绪论 ................................................................... 1 1.1 研究背景 .............................................................. 1 1.2 研究目的 .............................................................. 2 1.3 研究意义 .............................................................. 2 1.4 国内外研究现状......................................................... 3 1.4.1 国外研究现状..................................................... 3 1.4.2 国内研究现状..................................................... 5 1.4.3 研究述评......................................................... 6 1.5 研究内容与方法......................................................... 6 1.5.1 研究内容......................................................... 6 1.5.2 研究方法......................................................... 7 1.6 技术路线图 ............................................................ 8 第 2 章 相关概念及理论基础...................................................... 9 2.1 相关概念 .............................................................. 9 2.1.1 5G 无线通信技术 .................................................. 9 2.1.2 竞争战略......................................................... 9 2.2 环境分析工具.......................................................... 10 2.2.1 SWOT 分析方法 ................................................... 10 2.2.2 PEST 分析方法 ................................................... 12 2.2.3 波特五力模型分析方法............................................ 12 2.3 理论基础 ............................................................. 13 2.3.1 核心能力理论.................................................... 13 2.3.2 成本领先战略理论................................................ 14 2.3.2 差异化战略理论.................................................. 14 2.3.4 集中化战略理论.................................................. 15 第 3 章 5G 背景下 JT 公司外部环境及内部条件分析 ................................. 16湖 北 工 业 大 学 硕 士 学 位 论 文 V 3.1 JT 公司基本情况简介 ................................................... 16 3.1.1 公司简介........................................................ 16 3.1.2 组织架构........................................................ 18 3.1.3 产品事业部简介.................................................. 20 3.2 宏观环境分析.......................................................... 21 3.2.1 政治环境分析.................................................... 21 3.2.2 经济环境分析.................................................... 22 3.2.3 科技环境分析.................................................... 23 3.2.4 社会文化环境分析................................................ 24 3.3 行业环境分析.......................................................... 24 3.3.1 五力模型分析.................................................... 24 3.3.2 JT 公司目前行业内主要竞争对手分析 ............................... 26 3.4 JT 公司内部条件分析 ................................................... 26 3.4.1 企业能力分析.................................................... 26 3.4.2 核心竞争力分析.................................................. 27 3.5 SWOT 分析 ............................................................. 28 3.5.1 优势分析........................................................ 28 3.5.2 劣势分析........................................................ 29 3.5.3 机会分析........................................................ 31 3.5.4 威胁分析........................................................ 32 3.5.5 基于 SWOT 的竞争战略分析......................................... 34 第 4 章 5G 背景下 JT 公司竞争战略的制定 ......................................... 37 4.1 5G 时代网络及运用特征 ................................................. 38 4.2 战略设计思路 .......................................................... 38 4.2.1 指导思想........................................................ 38 4.2.2 总体目标........................................................ 39 4.2.3 战略定位........................................................ 40 4.3 竞争战略选择.......................................................... 40 4.3.1 系统集成服务业务差异化战略...................................... 40 4.3.2 基础设施建设差异化战略.......................................... 41 4.3.3 5G 产品及运用技术差异化创新战略 ................................. 41 4.3.4 满足客户差异化需求的战略........................................ 42 4.3.5 目标管理差异化战略.............................................. 43湖 北 工 业 大 学 硕 士 学 位 论 文 VI 第 5 章 5G 背景下 JT 公司竞争战略实施的保障性措施 ............................... 44 5.1 加强管理层的重视程度.................................................. 44 5.2 完善企业文化.......................................................... 44 5.3 加强人才的培养........................................................ 45 5.4 加大资金支持力度...................................................... 46 第 6 章 结论 .................................................................. 48 6.1 研究结论 ............................................................. 48 6.2 研究局限性及下阶段研究方向............................................ 49