东方通信股份有限公司发展战略研究
摘要
本文通过分析东方通信股份有限公司面临的外部环境及竞争态势，结合公司内部环境分析，阐明公司发展战略并作出评价。
移动通信已经成为我国整个通信业中发展最快、利润增长最快的亮点，庞大的人口基数和日益提高的经济水平使我国成为全球移动通信最具发展潜力和投资价值的市场。通信运营业的高速增长带动制造业快速发展，移动通信技术更新换代也越来越快，市场竞争非常激烈。随着我国加入WTO，市场竞争会更加严酷，国内通信制造业面对巨大挑战。
东方通信股份有限公司是我国邮电部门传统企业，1996年改制上市。1990年引进美国摩托罗拉移动通信设备制造技术，通过OEM方式制造和销售摩托罗拉蜂窝移动电话手机及系统设备，公司在90年代获得长足发展。公司经营优势主要体现在品牌、市场营销和服务网络、技术创新等方面。公司实施“借牌立足，创牌为本”的战略，走出了一条具有东信特色的发展之路。东方通信成功的基本经验可以总结为企业家、内部体制改革、资金运作、市场营销四个方面。但公司自主开发能力较弱，东信品牌的影响力不大。
东方通信在新的世纪提出了宏伟目标，将建立世界级通信产品研发和生产基地，2005年达到100亿元的业务收入规模。在战略上，公司仍将注重专业化，在移动通信领域不断开拓；加大培育自主品牌力度：加速自主开发的产业化进程；采取制造与运营多元融合的创新战略；采取国内与国际产品接轨的创牌战略；采取引进与培育共进的智力为本战略。
This paper makes clear and evaluates the development strategy of Eastcom Co. Ltd. by analysis on the external environment and competitiveness as well as the company' s internal environment.
Mobile telecommunication has been highlighted as the one with quickest development and profit increase in the entire telecommunication sectors of our country. Great population base and increasingly higher economic level makes our country a market of most promising potential globally for development and investment of mobile telecom. The speedy growth of the telecommunication services brings along the quick development of the manufacturing and the mobile telecommunication technique keeps upgrading,resulting in the tough market competition which will be even more fierce with China' s access to WTO. The domestic telecommunication manufacturing is greatly challenged then.
Eastcom Co. Ltd. is a traditional enterprise of the postal and telecommunication services of our country,it was restructured and listed in 1996. The company has made great progress in 1990s by introducing the manufacturing technique of Motorola mobile telecom equipment from\U. S. in 1990 and making and selling Motorola Cellular Phones and system equipment by way of OEM. The business advantages of the company are mainly reflected as brand,marketing,service network and technical innovation etc. Implementing the strategy of " Make use of famous brand to get a foothold,create own brand product to take root",the company has taken a way of development with Eastcom characteristics. The basic experiences for its success can be summarized in four respects of entrepreneurs,internal system reform,operation of funds and marketing. However,the company is somewhat weak in independent development and the Eastcom brand is less popular.
Eastcom has set a grand goal in the new century,it will set up a world-class research,development and production base of telecom products with a scale to gain a business income of 40 billion RMB in 2005. Strategically,the company will still pay attention to specialization to make continuous expansion in mobile telecom field;make more efforts to the creation of self band;expedite the process of industrialization by way of self development;make innovation by multiple amalgamations of manufacturing and management operation;create brand by making the domestic products in line with international standard and base on intelligence by way of importing and fostering the same time.
移动通信已经成为我国整个通信业中发展最快、利润增长最快的亮点，庞大的人口基数和日益提高的经济水平使我国成为全球移动通信最具发展潜力和投资价值的市场。通信运营业的高速增长带动制造业快速发展，移动通信技术更新换代也越来越快，市场竞争非常激烈。随着我国加入WTO，市场竞争会更加严酷，国内通信制造业面对巨大挑战。
东方通信股份有限公司是我国邮电部门传统企业，1996年改制上市。1990年引进美国摩托罗拉移动通信设备制造技术，通过OEM方式制造和销售摩托罗拉蜂窝移动电话手机及系统设备，公司在90年代获得长足发展。公司经营优势主要体现在品牌、市场营销和服务网络、技术创新等方面。公司实施“借牌立足，创牌为本”的战略，走出了一条具有东信特色的发展之路。东方通信成功的基本经验可以总结为企业家、内部体制改革、资金运作、市场营销四个方面。但公司自主开发能力较弱，东信品牌的影响力不大。
东方通信在新的世纪提出了宏伟目标，将建立世界级通信产品研发和生产基地，2005年达到100亿元的业务收入规模。在战略上，公司仍将注重专业化，在移动通信领域不断开拓；加大培育自主品牌力度：加速自主开发的产业化进程；采取制造与运营多元融合的创新战略；采取国内与国际产品接轨的创牌战略；采取引进与培育共进的智力为本战略。
This paper makes clear and evaluates the development strategy of Eastcom Co. Ltd. by analysis on the external environment and competitiveness as well as the company' s internal environment.
Mobile telecommunication has been highlighted as the one with quickest development and profit increase in the entire telecommunication sectors of our country. Great population base and increasingly higher economic level makes our country a market of most promising potential globally for development and investment of mobile telecom. The speedy growth of the telecommunication services brings along the quick development of the manufacturing and the mobile telecommunication technique keeps upgrading,resulting in the tough market competition which will be even more fierce with China' s access to WTO. The domestic telecommunication manufacturing is greatly challenged then.
Eastcom Co. Ltd. is a traditional enterprise of the postal and telecommunication services of our country,it was restructured and listed in 1996. The company has made great progress in 1990s by introducing the manufacturing technique of Motorola mobile telecom equipment from\U. S. in 1990 and making and selling Motorola Cellular Phones and system equipment by way of OEM. The business advantages of the company are mainly reflected as brand,marketing,service network and technical innovation etc. Implementing the strategy of " Make use of famous brand to get a foothold,create own brand product to take root",the company has taken a way of development with Eastcom characteristics. The basic experiences for its success can be summarized in four respects of entrepreneurs,internal system reform,operation of funds and marketing. However,the company is somewhat weak in independent development and the Eastcom brand is less popular.
Eastcom has set a grand goal in the new century,it will set up a world-class research,development and production base of telecom products with a scale to gain a business income of 40 billion RMB in 2005. Strategically,the company will still pay attention to specialization to make continuous expansion in mobile telecom field;make more efforts to the creation of self band;expedite the process of industrialization by way of self development;make innovation by multiple amalgamations of manufacturing and management operation;create brand by making the domestic products in line with international standard and base on intelligence by way of importing and fostering the same time.
引文
[1] 许庆瑞，陈重．企业经营管理基本规律与模式．第一版．浙江大学出版社，2001
[2] 施继兴．中国经济发展的关键时刻：东信怎么办．第一版．中国言实出版社，1998
[3] 杨锡怀．企业战略管理：理论与案例．第一版．高等教育出版社，1999
[4] 郭国庆，成栋．市场营销新论．第一版．中国经济出版社，1997
[5] 于建原．营销管理．第一版．西南财经大学出版社，1999
[6] 刘冀生．企业经营战略．第一版．清华大学出版社，1995
[7] 胡杨．财务管理．第一版．西南交通大学出版社，1999
[8] 周三多．管理学——原理与方法．第三版．复旦大学出版社，1999
[9] 余凯成，程文文，陈维政．人力资源管理．第一版．大连理工大学出版社，1999
[10] David F.R. Strategic Management. First Version. Prentice Hall, 1995
[11] Thompson Jr. A., Strickland A.J. Strategy Formulation and Implementation. First Version. Richard D. Irwin Inc, 1992
[12] Wheelen T.L., Hunger J.D. Strategic Management and Business Policy. Second Version. Addison Wesley Publishing Company, 1989
[13] Peters T.J., Waterman R.H.In Starch of Excellence. First Version. Harper & Row, 1982
[14] Ansoff H.I. Implanding Strategic Management. Second Version. Prentice Hall, Inc., 1984
[15] Hussey D.E. Developments in Strategic Management. First Version. John Wiley & Sons Ltd, 1990
[16] Pearce J.A., Robison R.B. Strategic Management: Formulation, Implementation, and control. Richard D. Irwin Inc, 1991
[17] 沈卯元，陈琪．工商管理培训简明读本．第一版．哈尔滨工业大学出版社，1997
[18] 徐二明．工商管理培训案例．第一版．中国经济出版社，1998
[19] 马连杰．美国企业管理的新思想及其对我国的启示．第一版．外国经济与管理，1999
[20] 任泉．WTO知识全书．第一版．经济日报出版社，2000
[21] Jeff Zhou．“借牌立足，创牌立本”．世界经理人文摘．1999年，第5期：10-13
[22] 施继兴．世纪之交的战略思考．世界经理人文摘．2000年，第1期：49
[23] 周学军．中国联通的CDMA IS—95A＋技术．电信快报．2002年，第1期：14～15
[24] 张登峰．抓住机遇，推进我国3G标准与产业化．移动通信．2002年，第1期：1～3
[25] 信息产业部经济运行司．2001年中国通信业主要指标．世界电信．2002年，第2期：54～55
[2] 施继兴．中国经济发展的关键时刻：东信怎么办．第一版．中国言实出版社，1998
[3] 杨锡怀．企业战略管理：理论与案例．第一版．高等教育出版社，1999
[4] 郭国庆，成栋．市场营销新论．第一版．中国经济出版社，1997
[5] 于建原．营销管理．第一版．西南财经大学出版社，1999
[6] 刘冀生．企业经营战略．第一版．清华大学出版社，1995
[7] 胡杨．财务管理．第一版．西南交通大学出版社，1999
[8] 周三多．管理学——原理与方法．第三版．复旦大学出版社，1999
[9] 余凯成，程文文，陈维政．人力资源管理．第一版．大连理工大学出版社，1999
[10] David F.R. Strategic Management. First Version. Prentice Hall, 1995
[11] Thompson Jr. A., Strickland A.J. Strategy Formulation and Implementation. First Version. Richard D. Irwin Inc, 1992
[12] Wheelen T.L., Hunger J.D. Strategic Management and Business Policy. Second Version. Addison Wesley Publishing Company, 1989
[13] Peters T.J., Waterman R.H.In Starch of Excellence. First Version. Harper & Row, 1982
[14] Ansoff H.I. Implanding Strategic Management. Second Version. Prentice Hall, Inc., 1984
[15] Hussey D.E. Developments in Strategic Management. First Version. John Wiley & Sons Ltd, 1990
[16] Pearce J.A., Robison R.B. Strategic Management: Formulation, Implementation, and control. Richard D. Irwin Inc, 1991
[17] 沈卯元，陈琪．工商管理培训简明读本．第一版．哈尔滨工业大学出版社，1997
[18] 徐二明．工商管理培训案例．第一版．中国经济出版社，1998
[19] 马连杰．美国企业管理的新思想及其对我国的启示．第一版．外国经济与管理，1999
[20] 任泉．WTO知识全书．第一版．经济日报出版社，2000
[21] Jeff Zhou．“借牌立足，创牌立本”．世界经理人文摘．1999年，第5期：10-13
[22] 施继兴．世纪之交的战略思考．世界经理人文摘．2000年，第1期：49
[23] 周学军．中国联通的CDMA IS—95A＋技术．电信快报．2002年，第1期：14～15
[24] 张登峰．抓住机遇，推进我国3G标准与产业化．移动通信．2002年，第1期：1～3
[25] 信息产业部经济运行司．2001年中国通信业主要指标．世界电信．2002年，第2期：54～55