黑龙江移动公司农村信息化策略研究-工商管理专业论文.docx

摘要
国家“十一五”规划和 2006 年中央一号文件都将社会主义新农村建设作为国家长治久安和民族复兴的一项历史性任务。《中共中央、国务院关于推进社会主义新农村建设的若干意见》明确提出,要积极推进农村信息化建设, 充分利用和整合涉农信息资源,强化面向农村的广播、电视、电信等信息服务。作为国有重要骨干企业,中国移动通信集团站在全局的高度,把握机遇, 狠抓落实,着力完善和建设农村通信基础设施,加快农村移动通信发展,促进农村信息化建设,努力缩小城乡“数字鸿沟”,为推进社会主义新农村建设提供优质的通信信息服务保障。
本篇论文运用战略管理的方法和工具,研究中国移动发展黑龙江农村信息化的可行模式及策略。通过对农民的消费需求、中国移动的运营环境及一般环境、政府职能这三个维度,来研究中国移动发展黑龙江农村信息化的模式。试图寻找出共赢的平衡点,既符合国家和中国移动的利益,又能满足农民的需求愿望。最后提出三种发展农村信息化的策略。即:中国移动独立发展模式;中国移动与内容提供商、设备供应商合作开发模式;政府和企业合作开发模式,通过对上述三种运营策略的分析研究,最后确定政府和企业(中国移动)合作开发黑龙江农村信息化的发展策略为最优方案,并通过 4P 的营销理论,结合黑龙江省农村市场特点,进一步推出黑龙江移动公司农村信息化建设营销方案。
关键词:社会主义新农村;农村信息化;运营模式;市场环境分析与评价
Abstract
Both of the state’s “11th Five-Year Program” and the prime document issued by the Central Government in 2006 regard the construction of new socialism countryside as a historical task in achieving the state’s lasting stability and the nation’s renaissance. The mittee of CPC and State Council’s Certain Opinions on Facilitating the Construction of New Socialism Countryside clearly indicates that it’s necessary to initiatively facilitate countryside information construction, fully utilize and integrate agriculture related information resources, strengthening countryside oriented information service . broadcasting, TV, munication, etc. As a pivotal state-owned enterprise, from prehensive viewpoint China munication Corporation is seizing every possible opportunity, giving great effort to ensure implementation, focusing on the construction and improvement of the infrastructure of munication, accelerating the development of countryside munication, facilitating countryside information construction, striving hard to reduce the “digital gap” between urban and countryside; and thus provides an insurance to facilitate the construction of new socialism countryside by offering top munication and information service.
By using methods and tools from strategy management, the article carried out a research of the feasible patterns for China Mobile to develop countryside information