山西大学2010届在职人员攻读研究生学位论文后电信时代山西移动市场竞争策略研究作者姓名：杨建军指导老师：李志强教授学科专业：工商管理培养单位：山西大学MBA教育中心学习年限：2006年至2010年二〇一〇年十一月AThesisfortheDegreeofMasterofBusinessAdministationofOn-jobTraineesatShanxiUniversityin2010（春）AftertheageofShanximobileTelecommunicationsMarketCompetitionStrategyResearchStudentName：Jian-junYangSupervisorProf.Zhi-qiangLiMajorMasterofBusinessAdministrationDeparmentMBACenterofShanxiUniversityResearchDuration2006-2010Dec.,2010目录中文摘要...........................................................VI第一章绪论............................................................91.1研究背景、目的及意义..............................................91.2研究思路及方法...................................................101.3论文的创新点.....................................................11第二章战略理论概述...................................................112.1战略理论简要回顾.................................................112.2波特的竞争力量模型及基本竞争战略................................132.2.1竞争力量模型.................................................132.2.2基本竞争战略.................................................142.3SWOT分析法......................................................15第三章山西移动竞争环境分析...........................................163.1宏观环境分析.....................................................163.1.1政治环境分析.................................................163.1.2经济环境分析.................................................173.1.3法律环境分析.................................................183.1.4技术环境分析.................................................183.2行业环境分析....................................................203.2.1现有竞争者分析...............................................203.2.2潜在进入者分析...............................................223.2.3替代品分析...................................................223.2.4供应商分析...................................................233.2.5购买者分析...................................................233.3内部环境分析.....................................................243.3.1资源分析.....................................................243.3.2能力分析.....................................................253.4SWOT分析........................................................253.4.1山西移动的优势...............................................253.4.2山西移动的劣势...............................................263.4.3山西移动的机会...............................................263.4.4山西移动的威胁...............................................26第四章山西移动市场竞争战略选择.......................................274.1总体竞争战略.....................................................274.1.1市场战略目标.................................................274.1.2市场战略定位.................................................274.1.3市场总体竞争战略.............................................284.1.4山西移动竞争致胜的关键因素...................................30第五章山西移动竞争战略实施重点.......................................315.1实施防御战略，确保核心市场稳定..................................315.1.1客户流失原因分析.............................................325.1.2竞争对手争夺客户策略分析....................
