【作者】 张君；

【导师】 张子刚； 黄卫来；

【作者基本信息】 华中科技大学 ， 管理科学与工程， 2009， 博士

【摘要】 电信业是国家的基础产业之一,电信运营商之间的竞争不仅关系到运营商的利润,还直接与人民福利有关。与世界各国电信业的发展过程相似,我国电信业也经历了从改革开放前的中国电信(原国家邮电部)独家垄断,到1994年中国联通公司成立,开始在电信市场引入竞争机制,之后到2002年5月第二次电信拆分重组,形成“5+1”竞争格局,再到现在的“六合三”重组,形成中国电信、中国移动和中国联通“三分天下”的局面。本文将着眼于中国特色的电信市场,首先分别从电信市场中的产品差异化和网络外部性两个显著特性着手,分析我国电信运营商的竞争策略,然后着眼于当前的3G通信技术,说明在未来3G时代,三大电信运营商的竞争与发展策略,具体内容可概括如下:(1)回顾了我国电信业的竞争格局从建国后至今的发展历程,将整个历程划分为完全垄断时期、引入竞争时期、竞争格局初步形成时期,分析了各个时期电信市场的特点,以及运营商拆分重组的重要事件,理清了我国电信业竞争格局的演变过程。此外,回顾了我国政府对电信业管制的发展历程,分析了从政企合一、垄断经营的阶段开始,到政企初步分离,电信领域引入竞争阶段,再到当前政企分离、有序竞争阶段的过程中,政府对电信运营商监管和价格规制的相关政策和措施。(2)从电信市场中的差异化定义着手,指出差异化对电信业竞争的重要作用,以及电信运营商实施产品差异化的主要方式,并以中国移动和中国联通为例,对比分析了两个运营商的品牌差异化战略。以此为基础,我们建立了基于品牌差异化的定价模型,给出了模型的均衡,分析表明,强势运营商的期望利润高于弱势运营商的期望利润,且价格更为稳定。此外,我们还建立了运营商的市场定位模型,以分析运营商的长期竞争策略。假设运营商同时决定长期的市场定位策略,而对短期的价格策略,我们分同时决定和先后决定两种情况讨论。我们给出了运营商的价格均衡和市场定位均衡,结果分析表明,对两种价格竞争博弈,两个运营商的均衡市场定位都是分别位于Hotelling线段的两端。(3)从网络外部性的定义着手,分析了我国电信产品的网络外部性及表现。以此为基础,假设进入者可以通过技术创新提高产品效用,建立了两阶段博弈模型,以分析了运营商的进入与遏制策略。模型的均衡结果表明,在位运营商可以将控制前期的用户安置基础作为遏制策略,而进入运营商可以将提高技术创新质量和技术兼容性作为切入市场的竞争策略;最后分析了网络外部性对运营商的差异化竞争策略的影响;(4)阐述了3G技术在我国电信市场的发展及现状,指出移动电子商务相关业务将是运营商未来发展的关键业务。为分析中国手机用户使用移动商务的驱动因素,建立了改进的TAM模型,在此基础上提出假设。实证结果表明,用户个体特征的因素与用户对移动商务的感知有用性和感知易用性显著相关,通过这两个因子进而影响用户对移动电子商务的使用态度。(5)分析了我国三大电信运营商——中国电信、中国移动和中国联通的成长过程,对比了三者在“六合三"电信重组前后的实力情况。在总结移动商务时代产品及服务种类的基础上,分析了三者在重组后的发展战略。更多还原

【Abstract】 Telecommunication industry is one of the national basic industries. Competition between telecommunication operators is related to not only the profits of the operators, but also the welfare of the people. Like the histories in the other countries, Chinese telecommunication industry also experienced monopolization by China Telecom (originally, National Post Office) before the reform and opening up, and then competition introduced from China Unicom since 1994, and further "5+1" competition pattern after the second restructure in May, 2002, and now competition among China Telecom, China Unicom, and China Mobile since "six-into-three" restructure.This thesis will consider the Chinese telecommunication market. First, this thesis will analyze competition strategies between the telecommunication operators based on product differentiation and network externality. And then, this thesis will, with regard to the 3G telecommunication technology, discuss the development strategies of the operators. The main contents are as follows:(1) Review the history of the competition pattern in Chinese telecommunication market since the foundation of P.R.C. The whole process is divided into perfect monopolization period, competition-introducing period, and competition period. Features of each period are analyzed, and the importance incidents are presented. And then, review the history of the regulation policies in Chinese telecommunication market. The history is divided into three periods: the period of combination of government and enterprise, the period of initially separating enterprise from government, and the period of completely separating enterprise from government. Regulation policies in each period are analyzed.(2) After presenting the definition of product differentiation in telecommunication market, we highlight the important role of differentiation. The ways to implement product differentiation are discussed, and take China Mobile and China Unicom as examples to illustrate the competition strategies based on brand differentiation. And then, we develop a pricing model based on brand differentiation and give the game equilibrium. Equilibrium analysis shows that the dominant operator can obtain more profit than the weak operator and its price is more steady.Further, we establish a location model to analyze the long-run competition between the operators. We assume that the strategic location decisions are made simultaneously, and the tactical price decision can be made simultaneously or sequentially. We present the equilibrium price and location decisions. Results show that in both price competition games, the operators will be located at the endpoints of the Hotelling line.(3) After presenting the definition of network externality, we analyze the network externality in telecommunication products. Based on this, we assume that the entrant firm can improve the utility of his products, and then establish a two-stage game model to analyze the entry-deterrence strategies of the firms. Equilibrium analysis shows that the incumbent firm can take the setup base as a deterrence strategy, but the entrant firm can enter the market by improving the quality and compatibility of his products. The impact of network externality on competition strategies is also discussed.(4) Discuss the current situation of 3G technology in Chinese telecommunication market, and show that mobile commerce will be the key business of the operators in the near future. To analyze the factors that drive the mobile phone users to adopt mobile commerce, we establish a revised TAM model. Assumptions are developed and tested by empirical data. Results show that personal characteristics are significantly related to the perceived usefulness and easiness of mobile commerce, which can affect the users’ attitude towards mobile commerce.(5) Review the history of the three main operators: China Telecom, China Mobile and China Unicom, and compare their strengths after "six-into-three" restructure. The development strategies for the operators are analyzed by concluding services in the ear of mobile commerce.更多还原