在过去三十年中，通信行业已经历经了几代技术的发展，通信也从高不可攀的尖端 技术变成了普罗大众可以享受到的便利服务，深深地改变了人类的生活。当前全球市场 上4G技术已经充分发展，5G技术即将到来，再一次引起技术与市场的深刻变革。作为 庞大的通信市场中的一个小而美的组成部分，无线网络规划与优化软件市场也随着通信 技术及IT的大发展而兴起、繁荣。以软件产品来解决通信网络的规划与优化问题，需 要通信与计算机软件知识的紧密结合，其产品要具备专业、多功能以及计算性能等特点， 其市场具有一定的门槛。当前，市场上的主要供应商有F公司以及另外两家竞争对手。 F公司成立已有三十年的历史，从小到大，在欧美市场取得了巨大的成功，市场占 有率大幅领先。然而在亚洲市场（不含中日），由于进入市场较晚，其市场占有率比起 竞争对手处于落后的位置。如何将欧美市场的成功经验转移过来，结合当地市场的具体 情境，取得市场地位的突破，成为了F公司急切需要解决的问题。本论文以F公司为对 象，通过查阅文献资料、历史分析、企业调研和专家访谈等多种方法，运用了SWOT 和PEST等战略分析工具来进行研究。整个研究的过程可以分成几个部分。首先，对亚 洲国家的规划软件市场环境进行了分析，包括了宏观环境、行业现状以及竞争环境，探 索市场机会和威胁所在。其次，对F公司的内部环境进行分析，包括了经营战略、研发 能力、市场营销能力、人力资源管理能力、管理者能力以及产品和服务质量管理能力， 总结了F公司相对于竞争对手的优势和劣势。最后，制定了F公司的亚洲市场运营战略 和相应的实施保障。在制定运营战略时，根据SWOT分析在不同层次的市场上选择不 同的竞争战略，然后分解出研发、市场营销、人力资源和服务运营等职能策略；在制定 保障措施方面，主要有构建贯穿销售和研发各环节的服务体系、调整组织结构成立战略 联盟委员会和独立的技术团队、加强市场方面的人力资源管理以及完善市场和客户支撑 系统建设等内容。 本研究的价值在于通过对F公司的亚洲市场业务发展战略研究，为细分行业市场里 的中小型企业采用何种战略进入新的市场提供一点有益的探索。希望本文的研究能为F 公司解决其实际问题提供理论依据。 关键词：亚洲市场；无线网络规划优化软件；业务发展战略；差异化 II ABSTRACT In the past decades, the telecom industry has been evolved by several generations in terms of radio technologies. Telecommunications changed from high end technology in the library all the way to a service available for public people. Nowadays 4G wireless network has been well developed and 5G technology is right at the corner, which will again lead a wave of revolution in both industrial and market. As a small but beautiful component of enormous telecom market, radio network planning and optimization tool rose up and thrived along with great era of telecommunications and IT. Using software to resolve the radio network planning and optimization issues, requires a tight combination of profound knowledge in both telecommunication and computer software fields. The product must feature with professional modelling, multiple functions and powerful processing capability. Consequently it sets a bar to the market entrance. Currently the vendors on the market are F company and other two competitors. F company has been established for 30 years. It gradually made great success to be the first in the European and American markets. However, in the Asian market (excluding China and Japan), due to the late entry its market share is lagging behind competitors. How to utilize the successful experience in the European and American markets, combined with the specific situation of the local market to break through the Asian market has become an urgent issue for F companies to solve. This paper takes F company as a case to do research through the literature study, historical analysis, enterprise research, expert interviews and other methods, along with using SWOT, PEST and other strategic analysis tools. The entire research process can be divided into several parts. First, analyzing the planning and optimization software market in Asian countries from aspects including the macro environment, industry status and competitive environment to explore market opportunities and threats. Secondly, analyzing F company's internal environment from aspects including business strategy, research and development capabilities, marketing capabilities, human resources management capabilities, managerial capabilities and product and service quality management capabilities, to summarize the advantages and disadvantages of F company as compared to its competitors. Finally, the F company's Asian market operation strategy and corresponding implementation guarantees were formulated. According to the SWOT analysis, different competitive strategies are selected in different levels of the market, and then the functional strategies such as R&D, marketing, human resources and service operations are decomposed. In terms of safeguard measures, the main functions are to build services from sales to R&D System, adjustment of III organizational structure, establishment of strategic alliance committee and independent technical team, strengthening of human resources management in the market and improvement of market and customer support system construction. The value of this research is to provide some hints for small and medium size companies about how to choose a proper business strategy to enter a new market in the segment of industry, by studying F company’s business strategy in Asian market. Key Words: Asian market; Radio network planning and optimization tool; Business development strategy; Differentiation IV 目 录 摘要 ........................................................................................................................................... I ABSTRACT .............................................................................................................................. II 图表清单 ................................................................................................................................. VII 第一章 绪论 .............................................................................................................................. 1 1.1 研究的背景及意义 ......................................................................................................... 1 1.1.1 研究的背景 ............................................................................................................... 1 1.1.2 研究的目的及意义 ................................................................................................... 2 1.2 文献综述 ......................................................................................................................... 3 1.3 研究方法与技术路线 ..................................................................................................... 4 1.4 论文内容与论文框架 ..................................................................................................... 6 第二章 F公司亚洲市场业务发展外部环境分析 ................................................................... 7 2.1 宏观环境分析 ................................................................................................................. 7 2.1.1 政治环境分析 ........................................................................................................... 7 2.1.2 经济环境分析 ........................................................................................................... 8 2.1.3 社会环境分析 ........................................................................................................... 9 2.1.4 技术环境分析 ......................................................................................................... 10 2.2 市场环境分析 ............................................................................................................... 12 2.3 竞争环境分析 ............................................................................................................... 14 2.3.1 行业中的竞争者 ..................................................................................................... 14 2.3.2 潜在的行业进入者 ................................................................................................. 16 2.3.3 供应商议价能力 ............................................................