【正文】 中國(guó)移動(dòng)通信集團(tuán)公司服務(wù)領(lǐng)先爭(zhēng)創(chuàng)世界一流通信企業(yè)戰(zhàn)略實(shí)施方案正文中國(guó)移動(dòng)通信集團(tuán)公司發(fā)展戰(zhàn)略部北京新華信管理咨詢公司2022 年 12 月 30 日1 / 91報(bào) 告 目 錄一、行業(yè)環(huán)境分析 ................................................................................................................3（一） 政策環(huán)境變動(dòng)分析 ..............................................................................................3WTO 要求中國(guó)電信企業(yè)國(guó)際規(guī)范化 ....................................................................4行業(yè)內(nèi)購(gòu)并重組加快 ..............................................................................................4競(jìng)爭(zhēng)環(huán)境更加激烈 ..................................................................................................5（二） 技術(shù)發(fā)展環(huán)境分析 ..............................................................................................5（三） 產(chǎn)業(yè)發(fā)展環(huán)境分析 ..............................................................................................5全球電信行業(yè)發(fā)展趨勢(shì) ..........................................................................................5中國(guó)電信行業(yè)發(fā)展趨勢(shì) ..........................................................................................6二、 “世界一流通信企業(yè)”標(biāo)桿研究 ..................................................................................9（一） “世界一流通信企業(yè)”標(biāo)桿企業(yè)的選擇 ..............................................................9（二） “世界一流通信企業(yè)”指標(biāo)體系的建立 ............................................................11（三） 標(biāo)桿企業(yè)領(lǐng)先模式分析 ....................................................................................14Vodafone ................................................................................................................14NTT DoCoMo ........................................................................................................15Verizon ...................................................................................................................17DT ...........................................................................................................................18三、 “服務(wù)領(lǐng)先爭(zhēng)創(chuàng)世界一流通信企業(yè)”戰(zhàn)略 ................................................................23（一） 、中國(guó)移動(dòng)市場(chǎng)競(jìng)爭(zhēng)及其戰(zhàn)略現(xiàn)狀分析 ............................................................23中國(guó)移動(dòng)經(jīng)營(yíng)環(huán)境及其變化 ................................................................................23中國(guó)移動(dòng)與世界一流通信企業(yè)的主要差距 ........................................................27中國(guó)移動(dòng)現(xiàn)行模式分析 ........................................................................................29中國(guó)移動(dòng)及其競(jìng)爭(zhēng)對(duì)手 SWOT 分析 ...................................................................30（1）中國(guó)移動(dòng)的 SWOT 分析 ...............................................................................31（2）中國(guó)聯(lián)通的 SWOT 分析 ...............................................................................32（3）中國(guó)電信的 SWOT 分析 ...............................................................................33（4）中國(guó)網(wǎng)通的 SWOT 分析 ...............................................................................34（二） “服務(wù)領(lǐng)先爭(zhēng)創(chuàng)世界一流通信企業(yè)”戰(zhàn)略方案的提出 ...................................35留住客戶特別是高端客戶 ....................................................................................35獲得更多新客戶尤其是高端客戶 ........................................................................36挖掘客戶價(jià)值 ........................................................................................................37（三） “服務(wù)領(lǐng)先爭(zhēng)創(chuàng)世界一流通信企業(yè)”戰(zhàn)略的描述 ...........................................42 “服務(wù)領(lǐng)先爭(zhēng)創(chuàng)世界一流通信企業(yè)”的戰(zhàn)略描述 ..............................................42戰(zhàn)略內(nèi)涵 ................................................................................................................44（四） “服務(wù)領(lǐng)先爭(zhēng)創(chuàng)世界一流通信企業(yè)”戰(zhàn)略目標(biāo)的確定 ...................................46中國(guó)移動(dòng)與標(biāo)桿企業(yè)差距分析 ............................................................................46資產(chǎn)規(guī)模 ..................................................................................................................46公司市值 ..................................................................................................................47營(yíng)業(yè)收入 ..................................................................................................................48網(wǎng)絡(luò)覆蓋人口比例 ..................................................................................................49EBITDA ...................................................................................................................49營(yíng)業(yè)利潤(rùn) ..................................................................................................................50全員勞動(dòng)生產(chǎn)率 ......................................................................................................51所有者權(quán)益報(bào)酬率 ..................................................................................................52營(yíng)業(yè)收入的市場(chǎng)份額 ..............................................................................................53MOU.........................................................................................................................54ARPU .......................................................................................................................54新增客戶比例 ..........................................................................................................55高端客戶離網(wǎng)率 ......................................................................................................56客戶滿意度 ..............................................................................................................58客戶服務(wù)人員比例 ..................................................................................................59客戶服務(wù)中心電話平均回復(fù)時(shí)間 ..........................................................................59研發(fā)投入占收入比例 ..............................................................................................59新業(yè)務(wù)收入比例 ......................................................................................................60制度創(chuàng)新 ..................................................................................................................61每員工服務(wù)業(yè)務(wù)量 .........................................