【作者】 许团生；

【导师】 孙枫林；

【作者基本信息】 湖南大学 ， 工商管理， 2003， 硕士

【摘要】 随着国内电信业重组步伐的迈进，移动通信业已成为国内电信市场竞争的焦点和热点。在目前国内移动通信市场需求保持持续增长，电信管制逐步加强，移动通信市场竞争层次逐步提升的在环境下，岳阳移动通信公司面临着市场发展速度放缓以及来自岳阳联通和岳阳电信竞争的多重压力。尽管岳阳移动通信公司积极应对竞争，但受到的竞争冲击仍然很大，老用户流失严重，新增市场占有率不断下降。在新的机遇与挑战面前，岳阳移动通信公司为了保持在岳阳移动通信市场竞争中的主导地位，只有适应竞争，学会竞争，善于竞争，才能赢得竞争。 本文的研究分三个层次，文章首先分析了国内移动通信业当前的发展环境，着重剖析了岳阳移动通信公司在当前市场竞争中所面临的各种压力。文章的第二部份分析了岳阳移动通信公司的市场现状，指出了岳阳移动通信公司当前业务发展中存在的突出问题，并从岳阳移动通信公司的市场定位、价格竞争、服务质量竞争、品牌形象竞争、销售网络竞争等五个方面与竞争对手岳阳联通进行了比较分析。与此同时，还就岳阳电信新推出的“移动市话”对岳阳移动通信市场的影响进行了分析。通过全面而系统的分析和研究，文章在第三部份从六个方面提出了岳阳移动通信公司市场竞争策略建议。 本文的主要研究方法是：采用“资料归纳分析法”对来自市场的各种信息进行统计、归纳，找出移动通信市场运行规律。利用“对比分析法”将岳阳移动通信公司与竞争对手进行比较，查找岳阳移动通信公司在市场竞争中的不足。同时运用“深度访谈法”对岳阳移动通信公司的代销代办商进行访谈，以求深入了解与营销网点的合作情况。 本文的研究来自作者的工作实践，注重了实用性和可操作性。更多还原

【Abstract】 With the development of regrouping in domestic telecommunication market, the mobile communication of China has become a focal and hot point in the present telecommunication market competition. At present, domestic mobile communication market’s demands have increased continuously, telecommunication controls have been tightened up gradually, and competition levels of the telecommunication market have been advanced progressively. However, under these circumstances Yueyang Mobile Communication Company is facing many-sided pressures coming from the slow progress of market development and the intense competition with other companies such as Yueyang Uni-company and Yueyang Telecommunication Company. Although Yueyang Mobile Communication Company has dealt with the situation positively, the assaults from the market are still grave, such as the serious loss of the old consumers and the continuous decline in the occupation rate of new markets. In order to keep its leading position in the market before the new opportunities and challenges, Yueyang Mobile Communication Company has to adapt the competition, learn to compete, be skillful in competing and finally wins the competition.This dissertation can be divided into three parts. In the first part the author analyzes the present development circumstances of China mobile communication, and emphatically the pressures Yueyang Mobile Communication Company is facing in the present market competition. The author argues that it is an urgent task to have an analysis of the market competition and a study of competition strategies of Yueyang Mobile Communication Company. In the second part, the author analyses the market status quo of Yueyang Mobile Communication Company and points out the striking problems in the present business development of Yueyang Mobile Communication Company. The author also has a comparative analysis with its competitor, Yueyang Uni-Company in the following five aspects: marketing-orientation, price competition, service quality competition, grade image competition and sales network competition. The author also analyses the effect that the newly-spread "mobile city telephone" business has brought on Yueyang mobile communication market. In the third part, on the basis of comprehensive and systematic analysis and research the author proposessix strategies which can promote Yueyang Mobile Communication Company’s market competition power.There are three main research methods in this dissertation. First, the method of data induction is adopted to make statistics and induction on kinds of information coming from the market to find out the regular patterns of development in the mobile communication market. Second, the method of comparative analysis is adopted to compare Yueyang Mobile Communication Company with its competitors to seek the inadequacy of Yueyang Mobile Communication Company in the market competition. Third, the method of deep-going interview is used to give interviews to the commission agents of Yueyang Mobile Communication Company in order to keep abreast of current developments in cooperation with the commission agents.This dissertation is based on the author’s working experience and lays stress on practicality and operationality.更多还原