2008年我国电信业第三次重组尘埃落定,重组后的三大运营商将具备相同业
务的竞争平台,全业务竞争愈演愈烈。电信重组对于新联通来说是机遇和挑战并
存,对于长沙联通固网市场来说,必须明确企业竞争战略目标,整合企业融合资
源,发挥重组之后企业核心竞争优势,才能在未来的全业务竞争中立于不败之地。
本论文从对中国联通长沙分公司在重组融合后固网市场竞争战略进行深入的
分析,找出当前公司固网市场发展的瓶颈,运用战略管理的理论知识,从分析公
司外部环境入手,寻找公司当前所面临的机遇与挑战;同时对公司内部环境进行
分析,找出新联通长沙分公司同其他电信运营商相比所不具备的优势与劣势,通
过SWOT分析,从而确立新联通长沙分公司在固网市场上新的竞争战略。同时为
保证竞争战略的有效实施,提出了具体的战略目标,以及为实施该战略目标而采
取的组织机构变革、企业文化再造等具体的战略实施措施,为新联通长沙分公司
成为全业务综合电信服务提供商提供切实的保障。
关键词:竞争战略;环境分析;长沙联通;固网市场
Abstract
The Ministry of Industry and Information Technology、NDRC and the
Ministry of Finance published jointly The Announcement of Deepening The Telecom
System Reform in 24th may 2008,combining the six telecom operators into three
enterprises which are relatively similar in strength and scale. In the same year, the
former China Netcom, former China Unicom merged into China united network
communication Co., LTD. ( referred to as China unicorn ’With China unicom
officially listing, it marks a new operation pattern having formed. The
telecommunications restructuring is not only an opportunity but also a challenge for
new Unicom. The restructured three operators will have the same business
competitive platform, so the competition on business will be increasingly fierce. For
the fixed network market of the new Unicom, integrating mobile network, plus
original fixed network business, how to establish the fixed-line product competition
strategy and how to improve the core competitiveness of the new unicom, all these
will be the fundamental questions new unicom need to solve.
The paper makes an analysis deeply on what strategies Changsha branch of
China Unicom will take on fixed network market after reconstruction and integration
and on the enterprise's bottleneck of the development of fixed network market.
Through the knowledge concerning strategic management, on one hand we can find
out the opportunities and challenges enterprise is facing from the analysis of external
environment; on another hand we find out the disadvantages compared with other
telecom operators by analysising internal environment. So after the SWOT analysis,
the right competitive strategies can be chose. At the same time, in order to ensure that
the competitive strategies can be implemented effectively, the paper puts forward
the strategic goals and measures to achieve the goals. These measures include the
organizational change,enterprise culture reconstruction and so on to support the new
Unicom and to let Changsha branch be the provider of integrated telecommunications
service.
Key words: Competitive Strategies; SWOT; Environmental Analysis; Fixed Network
Market; Changsha Branch of China Unicom
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