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A公司室內分布共建共享通信項目商業計劃書DOC

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更新時間:2020-9-21

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隨著社會經濟的發展,人們對通信的需求程度越來越高,而通信服務質量 的保證離不開通信基礎設施的支撐。長久以來,運營商在通信基礎設施建設方 面各自為政,造成了社會資源浪費、投資效率底下、環境破壞等問題。為營造 資源節約型、環境友好型社會,國家工業和信息化產業部聯合國有資產管理委 員會,在國務院的指導下,組建了通信基礎設施共建共享領導小組,對國內通 信基礎設施建設實施共建共享。通信共建共享企業通過對站點資源投資建設完 成后,采用交鑰匙模式租賃給運營商,按年收取租金,租金采用預付方式支付, 通信基礎設施由共建共享建設企業進行維護,運營商對共建共享企業的服務進 行考核,用以調整租賃價格。 報告在項目概述的基礎上,對項目的市場、財務、風險及維護方面進行全 面分析。主要研究結論為,(1)項目市場定位為彌補以國有資產為主的中國鐵 塔股份有限公司建設力量的不足,解決運營商疑難站點及單一運營商覆蓋空白 等問題,成為民營通信共建共享企業的領創者。(2)根據對 A 公司的 SWOT 分析,A 公司擁有良好的共建共享建設經驗,與供貨商之間形成了戰略伙伴關系, 能更快更好的響應運營商需求,但劣勢在于相對以國有資產為主的中國鐵塔股 份有限公司,在通信行業高投資額、長回收期的情況下,投資力量不足,不能 進行特大規模建設。國家鼓勵民營資本發展的導向有利于其進一步融資發展, 但同時市場上出現了眾多中小企業,與本地運營商更親密的關系對 A 公司的發 展也構成了威脅。(3)A 公司利用產品、定價、公共關系、定位的 4P 策略進 行營銷,在產品上利用項目管理措施、與供應商戰略同盟、沿用運營商原有施 工方等方法保證項目按照運營商的標準進行建設。在定價上,嚴格控制成本投 入,采用租金折扣的政策吸引運營商租賃。在公共關系方面,采用區縣合作的 模式,親密結合運營商,增進合作關系。在定位方面,避開中國鐵塔股份有限 公司的強勢之處,著重彌補其建設的不足,在其他民營企業中,做好領導地位。 (4)從項目財務分析入手,在投資過程中,參考中國鐵塔股份有限公司在國內 的統計值,按照其所需成本的折扣進行壓價,最終投入成本低于普遍投資成本。 在租金收入上,采用折扣的方式吸引運營商,使其低價、快速的形成覆蓋,增 強運營商的競爭力。通過項目盈虧平衡分析,計算出項目資金回收期為 3 年,II 可租賃期間為 10 年。(5)在項目風險方面,主要存在政策及違約風險,對政 策風險進行規避,對違約風險進行控制。(6)項目運營保證方面,主要通過日 常維護,項目故障處理及應急處理,從服務質量考核,罰款等方面予以約束, 以保障項目能夠持續進行。 關鍵詞,室內分布;共建共享;通信項目III Abstract With the development of social economy, people need more and more communication, and the quality of communication service can not be separated from the support of communication infrastructure. For a long time, operators fragmented in terms of communications infrastructure, resulting in a under the waste of social resources, investment efficiency, environmental damage and other issues. In order to build a resource conserving and environment friendly society, national industrial and the Ministry of Information Industry joint state-owned assets management committee, under the guidance of the State Council, set up a communication infrastructure to build shared leadership team, on the domestic telecommunications infrastructure implementation of sharing. Shared communication to build enterprises through the completion of the site resources to invest in the construction, the turnkey leasing model to the operator, annual rent, rent a pre paid, communications infrastructure by building shared enterprise construction maintenance, operators to build a shared service enterprises assessment, to adjust the rental price. Based on the summary of the project, this paper makes a comprehensive analysis of the market, finance, risk and maintenance of the project. The main conclusions: (1) the project market positioning to make up the deficiency of the state-owned assets of China Tower Co., Ltd. construction of power, to solve the problems such as blank the operators difficult site and a single operator cover, become private communication to build a sharing of enterprise creation. (2) according to the analysis of a company's SWOT, a company has to build a good construction experience sharing, formed a strategic partnership with suppliers, faster and better response to the needs of operators, but the disadvantage is that relative to the state-owned assets of China Tower Co., Ltd., in communication industry with high investment, long payback period, investment lack of strength, not the construction of mega scale. Country to encourage the development of private capital is conducive to the development of its further financing, but at the same time there are many small and medium enterprises in the market, and more intimate relationship with the local operators to A company'sIV development also pose a threat. (3) a company using the 4P strategies of product, price, public relations, positioning marketing, utilizing project management measures on the product, and supplier strategic alliance, use operators of the original construction methods to ensure the project in accordance with the standard operators of construction. In the pricing, strictly control the cost of investment, the use of rental discount policy to attract operators to lease. In the public relations, the use of the mode of cooperation in the county, close combined with operators, enhance cooperation. In terms of positioning, to avoid the strong points of the Limited by Share Ltd of China iron tower, to make up for the lack of its construction, in other private enterprises, to do a good job in leading position. (4) to start, in the investment process, the reference value of China Tower Co., Ltd. in the statistical, in accordance with the need to discount the cost lower prices from the project financial analysis, and finally into costs generally lower investment cost. In the rental income, the use of a discount to attract operators, so that its low-cost, rapid formation of coverage, enhance the competitiveness of operators. Through the project break even analysis, calculation of the payback period of the project funds for 3 years, can be leased for 10 years. (5) in terms of project risk, the main policy and default risk, to avoid the policy risk, the risk of default control. (6) the project operational guarantee, mainly through the daily maintenance, project fault handling and emergency treatment, from the service quality assessment, fines and other aspects to be bound to ensure that the project can continue to carry out. Keywords:Indoor distribution; The co-construction and sharing; Communications programsV 目 錄 第一章 緒論 ........................................................................................... 1 第一節 研究背景及意義....................................................................................1 一 研究背景 ................................................................................................................. 1 二 研究意義 ................................................................................................................. 6 第二節 研究方法及思路....................................................................................7 一 研究方法 ................................................................................................................. 7 二 研究思路 ................................................................................................................. 7 第三節 創新之處................................................................................................8 第二章 項目介紹................................................................................... 9 第一節 A 公司基本情況 ....................................................................................9 第二節 項目介紹..............................................................................................11 一 項目介紹 ................................................................................................................11 二 項目建設方案及周期 ........................................................................................... 13 第三節 項目需求對接......................................................................................15 第三章 市場分析................................................................................. 18 第一節 市場定位..............................................................................................18 第二節 SWOT 分析..........................................................................................20 一 優勢....................................................................................................................... 20 二 劣勢....................................................................................................................... 20 三 機會....................................................................................................................... 21 四 威脅....................................................................................................................... 21 第三節 營銷策略................................................................................................22 一 產品策略 ............................................................................................................... 22 二 定價策略 ............................................................................................................... 23 三 公共關系策略 ....................................................................................................... 23 四 定位策略 ............................................................................................................... 24 第四章 財務與風險分析..................................................................... 25VI 第一節 項目成本分析......................................................................................25 第二節 項目收入分析......................................................................................27 第三節 盈虧平衡分析......................................................................................29 第四節 項目風險分析與控制..........................................................................33 一 政策風險及規避 ................................................................................................... 33 二 違約風險及控制 ................................................................................................... 33 第五章 項目運行保障措施................................................................. 36 第一節 日常維護..............................................................................................36 第二節 故障及應急處理..................................................................................37 第三節 服務質量及處罰規則..........................................................................38 第六章 結論 ......................................................................................... 41
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