近年来，物联网是继移动支付、互联网之后，将对人们日常生活带来变化的 又一项新兴技术。在工业和信息化部发布的《十三五物联网发展规划》中指出： “促进物联网、大数据等新技术、新业态广泛应用，培育壮大新动能成为国家战 略”。中国物联网领域的发展水平，已经从最初的概念阶段提前进入到各项应用 领域，在部分领域的技术和应用已达到甚至超过了国际先进水平。 国内三大运营商在物联网市场发展的表现有各自的优点，中国移动在市场份 额上处于垄断地位。2018 年新增市场，中国联通占比为 15%，只是处于生死线 边缘，而中国移动占有超过 70%的市场份额。在此背景下，中国联通总部制定了 “平台+生态”的竞争战略。深圳联通作为立足中国改革前沿的通信行业尖兵，在 总部的竞争战略指导下，在既要市场又要利润的双重压力下，采取何种竞争策略 去应对面临的竞争压力，进而在市场竞争中立于领先地位是公司当前的一个重要 课题。本文以深圳联通作为研究对象，首先通过深圳联通的发展情况、组织结构、 业务板块构成、深圳联通所处的外部（PEST）、内部环境（资源及业务能力情 况）等视角，去分析深圳联通所处的环境情况及竞争中的不利局面。紧接着采用 访谈方式，通过业务竞争力的优势评价理论，对深圳联通竞争中遇到的问题具体 分析。最后依据竞争战略理论及价值链分析等工具，为深圳联通制定具体的竞争 策略，即在总部“平台+生态”的差异化竞争战略的指引下，提出深圳联通物联网 业务竞争应当主攻视频监控、车联网、智能穿戴、NB-IOT 四个业务方向，提供 连接服务、平台服务、运营服务、集成服务的一站式解决方案。此外，依据适度 合理、统一领导、权变原则，为深圳联通制定实施行动计划和关键节点，并提出 了提升创新氛围、过程控制及修正、防范自身风险、建立变更机制等四方面的实 施保障措施。 深圳联通的物联网业务的环境、格局及发展趋势，具有通信及互联网行业中 新型业务的一般特征，因此，本文提出的深圳联通物联网业务竞争策略，其分析 问题和解决问题的思路及方法对同行业也具有重要的借鉴和参考意义。 关键词：深圳联通，物联网业务，竞争策略，差异化II RESEARCH ON COMPETITIVE STRATEGY OF IOT BUSINESS IN SHENZHEN UNICOM COMPANY Abstract In recent years, the Internet of Things (IoT) is another emerging technology that will bring about changes in people's daily lives, following mobile payments and the Internet.The Thirteen-Five IoT Development Plan, released by the Ministry of Industry and Information technology, states: Promote the wide application of new technologies, such as the Internet of things and big data, and foster and strengthen new kinetic energy as a national strategy.The level of development in the field of IoT in China has moved from the initial concept stage to various application fields, and the technology and applications in some fields have reached or even exceeded the international advanced level. The performance of the three domestic operators in the IoT market has its own advantages, China Mobile is in the monopoly position of the market share. The new market in 2018, China Unicom accounted for 15%, only on the edge of the death line, and China Mobile accounted for more than 70% of the market share. In this context, China Unicom headquarters developed a Platform + Ecology competition strategy. That Shenzhen Unicom as a leader in the forefront of China's reform of the communications industry, under the guidance of the headquarters competitive strategy, under the dual pressures of both the market and profit, to adopt what kind of competitive strategy to deal with corresponding pressure, to be in the leading position of market competition is an important issue of the company at present. In this paper, Shenzhen Unicom as the research object, first of all, through the development of Shenzhen Unicom, organizational structure, business segment composition, Shenzhen Unicom's external (PEST), internal environment (resources and business capacity) and other perspectives, to analyze the environmental situation of Shenzhen Unicom and the adverse situation in the competition. Then, using the interview method, through the advantage evaluation theory of business competitiveness, the problems encountered in Shenzhen Unicom competition are analyzed concretely. Finally, according to the competitive strategy theory and value chain analysis and other tools, for Shenzhen Unicom to formulate a specific competitive strategy, that is, under theIII guidance of the Headquarters Platform + Ecology differentiated competition strategy, put forward that Shenzhen Unicom IoT business competition should focus on video surveillance, car networking, intelligent wear, NB-IOT four business directions, to provide connectivity services, one-stop solution for platform services, operational services, and integration services. In addition, according to the principle of moderate and reasonable, unified leadership and change, the action plan and key nodes developed for Shenzhen Unicom are put forward, and the implementation safeguard measures to enhance the innovation atmosphere, process control and correction, guard against their own risks, and establish the change mechanism are proposed in four aspects. Shenzhen Unicom's IoT business environment, pattern and development trend, have the general characteristics of new business in the communications and internet industry, therefore, the Shenzhen Unicom IoT business competitive strategy proposed in this paper, its analysis of problems and solving the problem of ideas and methods for the same industry also has important reference significance. Key words: Shenzhen Unicom，IoT，competitive strategy，differentiation strategyIV 目 录 中文摘要.................................................I ABSTRACT ............................................... II 目 录..................................................IV 第一章 前言.............................................................................................1 1.1 研究的背景和主题.........................................................................................1 1.1.1 研究背景 .................................................................................................1 1.1.2 研究主题 .................................................................................................3 1.2 研究内容和方法.............................................................................................4 1.2.1 研究内容 .................................................................................................4 1.2.2 研究方法 .................................................................................................4 1.3 论文框架和研究意义.....................................................................................5 1.3.1 论文结构 .................................................................................................5 1.3.2 研究意义和创新 .....................................................................................6 第二章 物联网业务竞争的基础理论与研究概述................................8 2.1 竞争策略的内涵和类型.................................................................................8 2.1.1 竞争策略内涵 .........................................................................................8 2.1.2 竞争策略的类型 .....................................................................................8 2.2 竞争策略的研究工具...................................................................................10 2.2.1 PEST 分析 ..............................................................................................10 2.2.2 五力模型 ...............................................................................................10 2.2.3 价值链分析 ...........................................................................................12 2.2.4 竞争优势评价指标体系 .......................................................................12 2.3 物联网发展趋势的国内外研究综述...........................................................15 2.3.1 国内研究现状 .......................................................................................15 2.3.2 国外研究现状 .......................................................................................16 第三章 深圳联通物联网业务的竞争环境..........................................18V 3.1 中国联通物联网业务的竞争战略............