沈阳移动通信公司经营战略研究

【作者】 周军；

【导师】 栾庆伟；

【作者基本信息】 大连理工大学 ， 工商管理， 2001， 硕士

【摘要】 随着我国移动通信业的成熟与发展，重组后的中国移动通信与中国电信分别独立经营，而中国联通作为后起之秀，在国家政策的扶持下，很快成长并壮大起来，成为对中国移动的实质性的威胁，而中国加入WTO后市场竞争的格局又将发生新的变化。 沈阳移动通信公司在这样的大环境下，应该总结过去，立足现在，思考未来，并对未来的行动作出规划并统筹安排。基于这样的思路，特制定本经营战略方案。 第一章对行业状况进行了简单的阐述，并对沈阳移动通信公司的情况作出了简要的说明。针对目前的形势提出了经营战略研究的目的和意义。 第二章进行了战略环境的分析。首先确定企业外部环境和内部环境的两个因素，然后选定具体的评价因素进行评价，所得评价分经过修正后，确定企业目前所处的位置。其次，从内外环境因素两个方面进行了未来的趋势预测，以此确定企业未来的位置，最后提出了战略选择要点，以实现战略位置的转化。 根据上述分析我们不难制定出具体的经营战略。首先确定战略目标，并尽量采用了量化的方式。随后使用了价值链的分析法来细分价值活动，并制定出具体的差别化战略活动方案。 第四章从四个方面入手，阐述了企业经营战略实施所需的必要保障。即要侠企业经营战略的方案得以顺利实施，必须提供或构造相适应的企业内部环境。更多还原

【Abstract】 Chinese mobile telecommunication industry is developing and maturing day by day. After restructuring, China Mobile Telecom and China Telecom will operate respectively. However, as a new comer, China UNICOM gets the support of national policies and is growing quickly, and now China UNICOM has become the substantial menace to China Mobile Telecom. But such competition pattern will be changed when China join WTO.In view of such situation, Shenyang Mobile Telecom Co. should summarize the past, well conduct the present and plan for the future. It is also necessary to make overall planning and arrangement on the future operation. For this purpose, the operation strategic scheme is made out.Chapter 1 gives a brief introduction to the industry situation as well as Shenyang Telecom Co.. In view of existing situation, the objective and significance of operation strategy study are put forward here.Chapter 2 gives analysis on the strategic environment. Firstly, to set two factors - the exterior environment and interior environment of enterprise, and then pick up the concrete factors and make appraisal. The result of appraisal after amendment will show the current position of enterprise; Secondly, to forecast the future in two aspects of interior and exterior environment factors, furthermore to fix the future position of enterprise; At last, to put forward the essentials of strategy selection so that to realize the transformation of strategic position.Based on the above analysis, it is not difficult to make out a concrete operation strategy. We should set strategic objective first inquantification, then subdivide value activities with the analysis method of "value chain", at last make out concrete differential strategic activities scheme.Chapter 4 puts forward the necessary guarantees for the performance of enterprise’s operation strategy in four aspects. To ensure an enterprise’s operation strategic scheme performed successfully, one has to provide or structure corresponding enterprise interior environment.更多还原