II
ABSTRACT
Supply chain management is an important component of operational management
of the company in the rapid development of 3G market environments, the competitive
nature of the terminal product is getting away from the traditional competition between
enterprises, into a competition between supply chain and supply chain.
According to now complex market environment of the terminal product, this paper,
with supply chain management of terminal product of DY Company as the object of the
research, hope to explore some of strategies and law of supply chain management of the
terminal product of operation business in the current market environment through the
sample in-depth study, providing some reference for operation business and
industry-related management.
This paper describes the supply chain management situation and the development
of the terminal industry and the terminal product of operation business. Specific
analysis on the terminal product of DY Company and the supply chain management in
the company situation, this paper propose that terminal products business impact on the
DY Company by a lot of data comparison, and existing problems of supply chain
management of terminal product by qualitative analysis.
Then, applying PEST analysis on the impact of macro environment of supply chain
management DY Company for each study, And expand the competitive analysis and
internal environmental analysis.while the behavior of the upstream and downstream
participants of supply chain of the DY Company is analyzed. Based on the above
analysis, Strategic Thought of supply chain of DY Company is rebuilt. After SWOT
analysis of the terminal product of the DY company, its terminal-product marketing
process carry out 4P-shaped study, based on the above analysis, rebuild models and
implement programs of supply chain of the terminal-product of DY Companies is put
forward, and its implementation process for each study, and then its effectiveness and
problems is analyzed.
Finally, based on the above research, combined with the experience and problems
of the rebuilding and management implementation of supply chain of DY company, put
forward the Suggestions to operators in the supply chain management: optimizing the
supply chain management process, promote rapid response ability; And strengthen the
I
摘要
供应链管理是公司运营管理中的一个重要组成部分，在 3G 高速发展的市场环
境下，终端产品竞争的本质，渐渐脱离企业间的传统竞争，转变为供应链与供应
链的竞争
针对现终端产品复杂的市场环境，本文以 DY 公司终端产品供应链管理为研
究对象，希望通过对此样本的深入研究，探索出一些在当前市场环境下运营商终
端产品供应链管理的策略和规律。为运营商及行业相关管理提供一些参考
本文首先介绍了终端行业及运营商终端产品发展状况及其供应链管理现状
并对 DY 公司终端产品及其供应链管理在该公司的情况进行具体分析，通过大量
数据对比，提出终端产品业务对 DY 公司的影响，通过定性分析，提出其原有终
端产品供应链管理存在的问题
然后，运用PEST分析法对影响DY公司供应链管理的宏观环境进行逐一研究，
并且展开竞争分析和内部环境分析。同时对 DY 公司供应链上下游参与者行为进
行分析。基于以上分析，提出 DY 公司供应链重构的战略思路。之后对 DY 公司终
端产品进行 SWOT 分析，并对其终端产品营销过程开展 4P 研究，基于以上分析，
提出 DY 公司终端产品供应链重构模型和实施方案，并对其实施过程进行逐一研
究，然后对其实施效果和存在问题进行分析
最后，基于上述研究，结合 DY 公司在供应链重构和管理实施中的经验和问
题，提出对运营商供应链管理的建议：要构建完整的供应链管理体系，提升运营
商在终端产品供应链的快速响应能力；应与终端厂商和供应商之间强化合作伙伴
关系，建立战略联盟；开发适合自身的供应链管理系统，做好供应链管理的基础
工作；要提高供应链末端的服务水平，扩大市场认同度
本文的创新之处在于：一是选择 DY 公司作为研究对象，根据 DY 公司真实的
供应链管理情况，全面介绍的同时，结合理论指导综合阐述，让研究更具实际参
考意义。二是重点对影响供应链的相关因素进行了研究，提出了具体的、可操作
的供应链管理方案
关键词:终端产品 运营商 供应链管理
III
partnership between terminal manufacturers and suppliers, establish strategic alliance;
Development of comprehensive management system, ensure the smooth logistics, cash
flow and information flow; And improve the service levels of the end of the supply
chain, expanding market the perception.
Innovation of this paper lies in: First, it is to choose the DY company as the
research object, according to the supply chain management of DY the real situation, a
comprehensive introduction at the same time, combined with the theoretical guidance
and the comprehensive elaboration to make research more practical reference value.
Second, it is mainly studied the related factors that affect the supply chain, put forward
the concrete and workable supply chain management solutions.
Keywords:Terminal product Communications operators supply chain management