| With the perfection of market economy and the entering of WTO, strategy problem have already gotten more and more concerns of domestic enterprises. Experts and scholars also put forward that the strategy determines the destiny of enterprises and the enterprises should consider the strategy as the key problem. But when you look for the model and tools used to make strategy, you would find there were little which the manager can use to resolve the practical problem. In virtue of the thought of regarding consumer and user as the center in the marketing, the author constructed the Market-driven Strategy Model and chose Beijing Telecom Company as the object of application study to analyze and verify the model. The dissertation is divided into six chapters as following:Chapter one is introduction. Firstly the author introduced the background of the research and discussed about the development of data business from the views of the whole world and our country which was the area of the application study. Secondly, the author put forward the main research question how to construct the Market-driven Strategy Model and how to apply the model in the enterprises. Finally, the authordiscussed the limitation of this study.Chapter two is the review of related literature. Review the development of strategy theories and discuss about how three major mainstream groups treated strategy management. At the same time, describe the main strategy models and evaluate the advantage and disadvantage of every model. All of this established the theoretical foundation for the proposition of the model.Chapter three is the construction of the model. Based on the study of the related literature, the author proposed the framework and content of the Market-driven Strategy model from the view of the market. At the same time, according to the different analysis result, the model provides seven strategies for the user.Chapter four is the research methodology. The major methods are outside market survey and inside enterprise interview. Outside market survey adopted questionnaire investigation, case study, deep interview and the study of second-hand materials etc. Inside enterprise survey adopted the responsible investigation and deep interview. At the same time, according to the research design, the dissertation defined the population and sample and explained the data gathering method and data analysis procedure. At last the author discussed the possible bias.Chapter five is research findings. Firstly, the author explained the data characteristics and the demographics. Then, in the statistical results,on the basis of the data and materials from the market, competitors and the enterprise, the dissertation made the cultivating strategy for the data business of Beijing Telecom according to the Market-driven Strategy Model, which was in accordance with the strategy Beijing Telecom Company made without using the model. Therefore, this application study approved the application value of the model in some extent.Chapter six is the conclusions and recommendations. Summarize the dissertation, evaluate the model and put forward the innovation and recommendations.It is the first time to put forward the market-driven strategy model. From the view of market-driven in the marketing, the model analyzes the market, the competitors and the situation of enterprise synthetically to make the business strategy. It is simple and easily to use and the logic organization is clear. So the model has certain innovative meanings in the theory. At the same time, the author firstly applied the model in the data business strategy of the telecom company. It is also a breakthrough in the methodology to make the strategy from the view of the market.Li Xiaoning (Business Administration) Supervised by Shen Lei... |
