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摘要竞争战略是所有企业战略最为关键和重要的一个组成部分，市场竞争越来越激烈，也越来越被公司管理层的决策人们关注。20世纪90年代开始，至今约20年的时间里，经济全球化及IT革命，让移动通讯业飞速地发展起来。人们似乎都意识到移动通讯行业将是一块大饼，将是非常有市场潜力的产业，而手机作为整个行业里我们最熟悉，最亲密的通讯产品，随着时间推移，科技的进步与快速发展以及人们生活水平和需求的提高，手机从奢侈品发展成为生活必需品。诺基亚公司作为手机行业的领导者之一，在如此日益竞争严酷的行业中需要应对来自各个方面的竞争与压力，若想可持续发展，保持自己的领导者的地位，势必要加强对市场的时时观察以便及时做出战略调整，改革甚至转型。
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然而今日，诺基亚昔日行业巨头，采取了怎样的竞争战略而导致今天如此沮丧的境地?中国这个全球最人的手机市场，她的未来发展方向又是如何的?基于中国市场的大环境，诺基亚是否还有翻身的机会，再创其昔日的成就?还有战略决策者们，到底应该如何应对竞争如此激烈的市场?24728
有着以上的些许问题，笔者对诺基亚近几年发展状况进行了仔细研究后详细的分析了两年来公司业绩低迷的原因，从企业的竞争环境出发，系统的分析了同业之间的服务内容差异，通过产品的提供能力又详细的描述了同业之间的战略差异，结合竞争战略对比探出诺基亚落寞的原因。最后，作者结合竞争战略理论，根据诺基亚今日的发展情况与人环境为其提供了建设性的竞争战略建议。
毕业论文关键词：诺基亚，手机，竞争战略
ABSTRACT
Competitive strategy is the most critical issue to all the company．The
competition more severely management team more care about it．From 1 990s，economic globalization and the IT revolution made mobile communications industry development fast．Business man realized that the mobile communications industry will be a big pie and will be has huge potential．Within the industry of mobile communication，we are most familiar with the mobile phone．Time passed，advanced technology made living standard of human needs more entertainment activity．The mobile phone just satisfied people’s changing．Also the cell phone became a common thing instead of luxury product．Nokia as one of the leaders of the mobile phone industry in the SO increasingly harsh competition in the industry need to respond to competition and pressure from various aspects，if you want sustainable development，to maintain their own leader ,he must watch the market from time to time in order to make strategic adjustments in timely ,or even reform if necessary．
But Nokia who was the giant in the past days，what on earth they did take the competitive strategy lead them to the situation as today, which they are depressing now．China，the biggest mobile phone market in the world，which way is ready for her? In the view of situation today in the mobile market，if Nokia has the opportunity go back to their previous successful．For that strategic decision—maker, what kind of competitive strategy they can take to overcome the difficult．
View above some questions，I did the research and some analysis for Nokia．Especially that Nokia was depressing in recent years，and aim to find out why and how．1 will start from the enterprise’S competitive environment，SO I can analyze competitor’S situation systematically．Take the logistic of product providing as clue to study why Nokia depressed．At the last．1 will use the thesis of competitive strategic with Nokia’S situation now for providing some valuable suggestions of competitive strategic．
Keywords：Nokia，Mobile Phone，Competition Strategy.
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