随着国家实施“宽带中国”战略,宽带网络也首次成为国家战略性公共基础设施。

宽带作为移动互联网的基础承载网络,作为移动业务的捆绑手段,为各电信运营商所重

视。同时三网融合”、电信业向民间资本开放、广电等新的业务竞争者也开始进入这

一市场。江苏联通在江苏宽带市场的竞争中,面临江苏电信的主导运营商优势、江苏移

动的资金优势和移动用户融合优势的压力,急需突破目前用户发展停滞不前,市场份额

小幅下降的困局。

在互联网大发展的社会环境下,身处中国最富裕的长三角地区,作为全业务电信牌

照的拥有者,如何走出自己的宽带之路本文以迈克尔波特的竞争战略理论为理论指

导,釆用PEST分析、五力模型分析、SWOT分析等分析工具,分析了国内和国外电信运

营企业在宽带发展战略上的不同选择,并对宽带行业的宏观环境和江苏联通所处的市场

竞争环境进行了相关分析,找出了影响江苏联通宽带业务经营发展的关键要素。

通过分析,本文从三个基本竞争战略中,选择差异化战略作为主导竞争战略。在具

体战略实施上,着重从产品、投资建设、渠道、服务等四个方面,提出了 “主推20M宽

带产品,不限制P2P应用”、合作经营、常态化促销、复用移动渠道”、“广接入、薄覆

盖的网络建设模式”、“缩短装机、修障时间,打造专有服务品牌”的操作措施,同时对

宽带业务的网络基础,提出了“核心网扁平化、接入网质量提升”的网络支撑保障方案。

关键词:江苏联通;宽带;差异化战略

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华东理工大学硕士学位论文

Research on Broadband Communication Market Competitive Strategy of

Jiangsu Unciom

Abstract

With the operation of national Broadband China Strategy,broadband network firstly

becomes a national strategic public infrastructure. As the fundamental bearing network and a

binding selling tool for mobile service, broadband network market is seriously concerned by

operators. Meanwhile, tri-networks Convergence and telecommunication industry open to

private capital,and new entrants, such as radio and television industry competitors, are

entering into this market. In the competition of Jiangsu broadband service market, facing

Jiangsu Telecom's market dominator superiority and Jiangsu Mobile's capital and user

convergence superiority, Jiangsu Unicom should break though the dilemma that user size is

stagnant, and market share meets a minor decline.

Jiangsu Unicom is located in Yangtze River Delta, one of the wealthiest region in China,

and an owner of full-service license. In the environment of Internet fast-growing times, how

does Jiangsu Unicom explore its broadband market growth route Based on Michael

E.Porter's competitive strategy theory, this paper analyzes the strategy choice of domestic and

oversea operators, the macro-environment of broadband communication service industry, and

market competitive environment of Jiangsu Unicom, then locates key factors that affect

Jiangsu Unicorn's broadband service market growth, using PEST, five-force model and

SWOT tools.

Based on above analysis,from the three basic competitive strategies, differentiation

strategy is chosen as the dominating strategy. In operation, from product, investment,

channels and service aspects, this paper proposes practicable measures,including featuring

20M broadband service, P2P free, cooperative selling,normalizing promotion, mobile

channel reusing, Setting up broad accessing and thin coverage network building mode,,,

shortening installing and repairing time, building dedicated service brand,,. For network

infrastructure of broadband service, this paper presents a network supporting solution which

is core network flattening,and access network quality enhancing.

Keywords: Jiangsu Unicom; Brandband Communication; Differentiation Strategy