移动互联网时代，信息及内容应用行业的价值链主导权从运营商向互联网公司转移， 运营商日渐趋于管道化，逐渐失去对用户及业务的掌控权，受到OTT跨界竞争、营改 增、网间结算单价下降等影响，2014年开始运营商营业收入增长率低于GDP增长率。 M公司为某运营商负责音乐业务运营的子公司，其主营产品与集团公司固话和移动用户 数关联度高，集团公司电话净增用户数和话务量的下降直接影响M公司经营业绩。 本文将以M公司为例，研究在互联网思维模式下，M公司在移动互联网时代背景 怎样实现战略转型。通过PEST和波特五力分析得知，国家政策规范并支持音乐产业发 展，音乐市场潜力巨大，版权成本逐步提高，在线音乐行业趋于被互联网公司垄断，音 乐收费成为必然。通过SWOT矩阵分析得知，M公司优势是完善产品体系及稳定的现 金流、适度的曲库规模及与集团公司良好合作关系。劣势是决策效率慢、员工激励体系 欠缺和现有平台架构效率低。机会是企业用户市场规模巨大和VOLTE奠定视频彩铃发 展基础。威胁是音乐版权成本加大、用户向互联网音乐公司快速流失。 通过研究得出M公司战略转型的主要措施：一是拓展面向企业用户和家庭用户的 音乐产品。二是顺应用户短视频消费习惯，基于VOLTE技术推出视频彩铃。三是推动 公司由有限公司向股份制公司发展，进行混合所有制探索。希望通过本文可为M公司 参与移动互联网市场竞争提供方向性指引，帮助公司新的市场环境获得成功，也为类似 公司在互联网背景下提出一个可借鉴的战略转型路径参考。 关键词：移动互联网背景；发展战略；SWOT分析 II Abstract In the era of mobile Internet, the dominating power of value chain in information and content application industry has been transferred from telecom operators to Internet companies. Telecom Operators are becoming pipelined, gradually losing control of users and business. Affected by OTT cross-border competition, replacing the business tax with value-added tax, and the decline of unit price of netting, the growth of operators' revenue has became lower than GDP growth since 2014. Company M is a subsidiary of a telecom operator in charge of digital music business， with its main business revenue highly related to the number of fixed-line and mobile phone subscribers. Recently, the decline in the net increase of telephone users had affect the business performance of M company directly。 This thesis studies the strategic transformation strategy of M Company in the mobile Internet era under the Internet thought patterns. The first chapter of the introduction is to define strategic research methods. The second chapter analyzes the challenges and difficulties faced by M company.In the third chapter, based on the research of the internal and external environment and industry trends, it shows that on the one hand, with the supports of the national policy, the music market has great potential, and paid music has become inevitable. While on the other hand, with the cost of music copyright increases, online music industry tends to be monopolized by internet company.By using SWOT Analysis, Chapter four researches that advantages of M company are perfect product system, stable cash flow, moderate size of music library and good relationship with parent company. Disadvantages are low efficiency of decision-making, lack of incentive system and low efficiency of existing platform structure. Opportunities are the huge market size of enterprise users and VOLTE technology which will is the foundation for video CRBT development. Threats are the increasing cost of music copyright and rapidly churn to Internet music companies. The thesis also reaches the main measures of the strategic transformation. Firstly is to develop music products for enterprise users and family users. Secondly is to launch video CRBT based on VOLTE technology, conforming with consumers' usage of short videos. Finally is to Promote the process of developing into a joint stock company from a limited company and to make an approach to mixed ownership system. Hope that through this thesis can provide directional guidance to help M Company succeed in the new market environment, and also provides a case reference of strategic transformation for similar companies. Key words: mobile internet background；development strategy；SWOT Analysis III 目 录 摘要 ........................................................................................................................................... I ABSTRACT ............................................................................................................................. II 第一章 绪论 .............................................................................................................................. 1 1.1 选题背景及意义 .............................................................................................................. 1 1.2 国内外研究现状 .............................................................................................................. 4 1.2.1 战略转型的内涵 ....................................................................................................... 4 1.2.2 战略转型的相关理论和文献 ................................................................................... 6 1.2.3 企业战略转型的原因和阻碍研究 ......................................................................... 10 1.2.4 国有企业战略转型的研究现状 ............................................................................. 11 1.3 研究目标及内容 ............................................................................................................ 15 1.4 研究方法及论文框架 .................................................................................................... 15 第二章 M公司面临的挑战和问题 ....................................................................................... 18 2.1 M公司发展历史和业务情况 ........................................................................................ 18 2.1.1 M公司的发展历史 ................................................................................................. 18 2.1.2 M公司的业务情况 ................................................................................................. 19 2.2 M公司现有战略及面临问题 ........................................................................................ 19 2.2.1彩铃用户数和爱听会员用户下降 .......................................................................... 20 2.2.2独家授权模式导致版权成本不断增加 .................................................................. 21 2.2.3信息安全意识的增强抬高营销成本 ...................................................................... 22 2.3 本章小结 ........................................................................................................................ 22 第三章 M公司宏观环境与行业分析 ................................................................................... 24 3.1 宏观环境 ........................................................................................................................ 24 3.2 行业五力模型分析 ........................................................................................................ 27 3.2.1 卖方供应商的议价能力 ......................................................................................... 28 3.2.2 行业竞争者的竞争 ................................................................................................. 28 3.2.3 潜在进入者 ............................................................................................................. 29 3.2.4 需求方议价能力 ..................................................................................................... 29 3.2.5 替代品的威胁 ......................................................................................................... 30 3.3 本章小结 ........................................................................................................................ 31 IV 第四章 M公司SWOT分析 ................................................................................................. 32 4.1 M公司的优势与劣势分析 ............................................................................................ 32 4.1.1 M公司的优势 ..................................................................