摘要
随着科技的迅猛发展、数字经济的兴起,依靠人口红利所带来的传统通信业的黄金时代已经过去,行业发展增速逐渐放缓。互联网业务的冲击、多年“提速降费”政策的实施、用户消费习惯的改变和国家高质量发展的要求,这些都给国内通信运营商带来了巨大的生存挑战和发展困境。5G时代的到来,给了运营商发展的重大机遇。如何找到业务发展的新路径,重构5G时代竞争战略体系,抢抓5G带来的重大发展机遇,是目前各大运营商都要面临的紧要问题。本文以A移动公司为例,运用AHP、EFE、IFE、SWOT、QSPM等矩阵工具,首先通过专家访谈确定影响竞争战略选择的内外部关键因素,从机遇、威胁、优势、劣势4个维度提出20项关键因素;其次利用层次分析法确定各项因素的权重,使用YAAHP软件运行计算结果,并进行了一致性检验;再次通过专家问卷调查进行评分,确定A移动公司行业市场业务发展应采用“差异化竞争战略”;最后从产品、定价、服务、渠道四个方面提出差异化具体实施策略。
With the rapid development of science and technology and the rise of digital economy,the golden age of traditional telecom industry brought by demographic dividend has passed,and the growth rate of the industry is gradually slowing down.The impact of the internet business,the implementation of the"speed up and fee reduc-tion"policy for many years,the change of users'consumption habits and the requirements of high-quality devel-opment of the country,all of these have brought huge survival challenges and development difficulties to domes-tic telecom operators.The advent of the era of 5G communication has brought major opportunities for the develop-ment of operators.How to find a new path for business development,reconstruct the competitive strategic system in the 5G era,and seize the major development opportunities brought by 5G are the critical issues which all major operators are facing at present.This paper takes A mobile company as an example.Matrix tools such as EFE,IFE,SWOT and QSPM are used to determine the internal and external key factors affecting competitive strategy selection through expert interviews,and 20 key factors are proposed from four dimensions:opportunities,threats,strengths and weaknesses.Secondly,the analytic hierarchy process was used to determine the weight of each factor,and YAAHP software was used to run the calculation results,and the consistency was tested.Again the expert questionnaire survey was used to score and determine that A mobile company industry market business development should adopt the"differentiation competition strategy";Finally,the specific implementation strate-gies of differentiation are put forward from four aspects:product,pricing,service and channel.
作者
杨阳
张廷龙
YANG Yang;ZHANG Ting-long(Wuhu Branch,China Mobile Anhui Co.,LTD,Wuhu 241000,China;School of Economics and Management,Anhui Normal University,Wuhu 241000,China)
出处
《安徽师范大学学报(自然科学版)》
2022年第6期596-606,共11页
Journal of Anhui Normal University(Natural Science)
基金
安徽省哲学社会科学规划重点项目(AHSKZD2021D03).
关键词
通信运营商
行业客户
5G应用
差异化战略
telecom operators
industry customers
5G applications
differentiation strategy