서지주요정보
무선 랜 서비스 시장에서의 서비스 포지셔닝 전략 = Positioning strategy in the wireless LAN service market
서명 / 저자 무선 랜 서비스 시장에서의 서비스 포지셔닝 전략 = Positioning strategy in the wireless LAN service market / 최우석.
저자명 최우석 ; Choi, Woo-Suck
발행사항 [대전 : 한국과학기술원, 2003].
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8014507

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MGSM 03052

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9009573

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MGSM 03052 c. 2

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초록정보

Telecommunication market has been grown with the several factors - Technology, Demand and Competition etc. Especially, due to the deregulation and the lowered entry barriers, many companies have entered and will try to enter into telecommunication market with new superior services. Therefore markets for telecommunication services is expected to be saturated eventually and competition will be intensified. The existing companies try to improve their services to maintain the market power and prevent newcomers from entering into their market territory. As the market grow bigger and more complicated, the two competitive advantage factors draw public attention. First one is the operational efficiency and second one is the strategical positioning. From the operational efficiency prospective, new service provider must technical ability, service operation ability and organization system, those can estimate the change and flow of market. But recently, operational efficiency lost its importance because the advantage can be easily imitated by the competitors. From the strategic efficiency perspective, its importance is emphasized more and more. Especially, understanding of customer`s preference and the positioning of market are very important to develope new service and to enter into market. Considering the competitive environment, this thesis suggests the service positioning strategy of new telecommunication service in Wireless Data Service market. And, because the competition move dynamically, the market position for new services have to be changed for success. This thesis can be summarized with three main ideas. First, I positioned the new service(Wireless LAN service) from the Wireless Data Service market perspective. Second, I observe the dynamic development of market situation in accordance with the competition between the existing service(Mobile Internet Service) and new service(Wireless LAN Service). Finally I suggest how the market be developed with scenario planning approach and propose the strategy, especially from Korea Telecom`s point of view.

서지기타정보

서지기타정보
청구기호 {MGSM 03052
형태사항 vii, 88 p. : 삽도 ; 26 cm
언어 한국어
일반주기 저자명의 영문표기 : Woo-Suck Choi
지도교수의 한글표기 : 안재현
지도교수의 영문표기 : Jae-Hyeun Ahn
학위논문 학위논문(석사) - 한국과학기술원 : 통신경영/정책전공,
서지주기 참고문헌 : p. 87-88
주제 서비스 포지셔닝
무선 랜 서비스
전략
Service Positioning
Wireless LAN Service
Strategy
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