摘 要 :随着我国对通信行业开放的力度逐年加大，通信市场竞争越来越激烈，传统通信业务运营模式急需转变。为了引进新的竞争机制，新的业务发展模式，积极推动通信业务创新。2013年5月17日（国际电信日），工业与信息化部正式发布了《移动通信转售业务试点方案》（以下简称《方案》）。拉开了新一轮通信行业改革的序幕。
本文以哈佛大学教授迈克尔。波特市场竞争战略的基本理论为基础，通过运用PEST和SWOT分析方法，对网淘公司移动通信转售业务的差异化发展战略进行分析、制定及实施等方面的研究，为网淘公司在移动通信转售业务的稳定发展提供一些有价值的参考与借鉴；同时，也为移动通信转售业务在我国可持续性发展提供一些思路。
首先，本文通过运用PEST分析方法，对通信行业的宏观环境，以及对网淘公司所面临的市场机会及威胁进行了论述。通过对网淘公司所处的移动通信转售业务竞争环境、主要的竞争对手进行分析，明确了网淘公司的竞争优势，为网淘公司制定移动通信转售业务差异化发展战略奠定基础。
其次，通过对网淘公司所拥有的内部资源与能力进行分析，在财务资源和能力、运营能力、企业文化、人力资源等方面进行分析，同时对主要的竞争对手分析比较，突出了网淘公司的差异化竞争优势，为网淘公司制定相应的差异化发展战略提供了依据。
再次，运用SWOT分析模型，对网淘公司进行综合分析，列出可选择的四种战略选择，明确了网淘公司在移动通信转售业务的发展过程中所具备的差异化优势及核心竞争力。
最后，根据分析情况，制定了网淘公司的移动通信转售业务差异化发展战略，确定了差异化战略发展的实施流程，提出了在组织结构、市场营销、人力资源、财务资源等方面的战略实施保障措施，有效保证差异化发展战略的顺利有效实施，确保移动通信转售业务顺利发展。
关键词： 移动通信 转售业务 差异化 战略
Abstract :Along with our country open to the communications industry strength increasedyear by year, communications market increasingly fierce competition, the traditionalcommunications business operating model in urgent need of transformation. In orderto introduce new competitive mechanism, new business development model, businessinnovation, and actively promote communication.On May 17, 2013 （internationaltelecommunication day）， Ministry of industry and information technology issued a“mobile telecommunication resale business pilot program” （hereinafter referred to asthe “scheme”）。 Pulled open the prelude to a new round of reform of communicationindustry.
In this paper, a Harvard professor Michael porter based on the basic theory ofmarket competition strategy, the Wang Tao'
s reselling business differentiationdevelopment strategy is analyzedby using PEST and SWOT analysis method,theresearch for the stability of the Wang Taofor resale in the mobile communicationbusiness development to provide some valuable reference. At the same time, also forthe mobile communication business for resale in the sustainable development of ourcountry to provide some ideas.
First of all, in this paper, by using PEST analysis method, macro environment ofcommunication industry, mainly including political and legal environment, economicenvironment, social culture environment, technology environment, etc are analyzed.
As well as to the Wang Tao facing the market opportunities and threats are discussed.
Through the Wang Tao's mobile-phone resale business competition environment, themain competitor analysis, has been clear about the Wang Tao's competitive advantage, for Wang Tao reselling business differentiation development strategy to lay thefoundation for mobile communications.
Secondly, through the internal resources and capabilities of the Wang Taowereanalyzed, and the financial resource and ability, operation ability, enterpriseculture,human resources and main competitor analysis and comparison, highlight thedifferentiation competitive advantage and characteristic of Wang Tao, formulate thecorresponding development strategy of differentiation for Wang Tao.
Again, using the SWOT analysis model, the comprehensive analysis was carriedout on Wang Tao, list the four strategic choice, can choose to clear the net for resale inthe mobile communication business during the development process of thedifferentiation advantage and core competitiveness.
Finally, according to the analysis of situation and set up the Wang Tao's mobiletelecommunication resale business differentiation strategy, determine theimplementation of differentiation strategy development process, put forward theorganization structure, marketing, human resources, financial resources and otheraspects of strategic implementation safeguard measures, effectively guarantee thesmooth differentiation development strategy effective implementation, ensure thesmooth development of the mobile communication business for resale.
Keywords: mobile communication; resale business; differentiation ; strategy
目 录
摘要
第1章绪论
1.1研究背景
1.2研究意义
1.3研究方法与内容
第2章移动通信转售业务及网淘公司概况
2.1国外移动通信转售业务发展现况
2.2国内移动通信转售业务发展现状
2.3网淘公司概况
第3章网淘公司移动通信转售业务发展环境分析
3.1整体宏观环境分析
3.2移动通信转售业务市场环境和竞争环境分析
3.3网淘公司资源能力分析
3.4网淘公司SWOT分析
第4章网淘公司移动通信转售业务差异化发展战略制定及实施
4.1网淘公司移动通信转售业务发展规划及目标
4.2网淘公司移动通信转售业务差异化发展战略的制定
4.3网淘公司移动通信转售业务发展战略的实施
4.4网淘公司移动通信转售业务发展战略实施的保障措施
结论
参考文献
致谢
