我国互联网的高速发展，给人们的生活带来了日新月异的变化。随着网民规模的扩大， 上网需求的增多，对网络质量的要求也在不断提高。CDN(Content Delivery Network，即 内容分发网络)作为解决网络拥塞的绝佳方案，成为人们瞩目的焦点，中国 CDN 行业也 再一次进入快速发展期。中国 CDN 行业的繁荣，需求规模的增大，引来了众多参与者， 其中以云服务商最为踊跃，形成一波猛烈的云浪潮冲击着传统 CDN 服务商。云服务商的 大量涌入，打破了中国 CDN 行业原有的平静，改变了行业的竞争格局，使行业竞争变得 异常激烈。云服务商为了站稳脚跟，利用其资本的优势，看准 CDN 行业较高的利润空间， 采用连续降低售卖价格的策略抢占市场。造成传统 CDN 服务商的客户流失、收入下降和 利润减少，威胁到了传统 CDN 服务商的生存和发展。而传统 CDN 服务商的应对策略，引 起了行业内的广泛关注。本文的研究目的是希望通过研究，能够帮助传统 CDN 服务商在 激烈的行业竞争中找到适合其发展的竞争战略，并将研究成果在行业中进行推广。 本文采用文献分析法和案例分析法进行研究。在文献的研究方面，通过研读企业战略 管理理论、互联网企业战略管理理论以及企业能力与企业动态能力理论等，进行深入的思 考和学习，总结提炼出适合中国 CDN 行业战略管理的分析方法。在案例方面，文章以传 统 CDN 服务商巨头的 C 公司作为研究对象，利用 C 公司在行业竞争中和日常经营中的实 际案例，并结合提炼出的战略理论进行深入研究，力求做到理论结合实际。 在战略确定的过程中，文章对影响 CDN 行业的宏观因素和竞争环境进行了分析，虽 然行业竞争仍在加剧，但国家政策、社会和经济等因素均促进了 CDN 行业的发展，C 公 司应继续深耕 CDN 行业。但由于产品同质化严重，价格战仍将持续，丝毫没有结束的迹 象。在企业能力的分析中，C 公司具备品牌优势、对行业的深入理解以及创新与合作能力， 这三方面的优势在未来的竞争中应充分利用。C 公司可以通过品牌的价值吸引合作伙伴， 通过融合合作伙伴的产品为客户提供特殊价值，同时通过对行业的理解持续推动产品的创 新。根据上述分析及其结果，C 公司应确定选择差异化战略。 本文共分八个章节。前四章是对研究背景、理论知识、云浪潮对传统 CDN 服务商的 影响以及 C 公司 CDN 业务分析进行了阐述。文章重点着墨于第五章云浪潮冲击下 C 公司 的战略分析、第六章 C 公司差异化战略的确定以及第七章 C 公司差异化战略的实施。第八 章则是对研究结论的总结和展望。

The rapid development of Internet in China has brought great changes to people's lives. With the expansion of Internet users and web usage, the requirements for network quality are also constantly increasing. CDN (Content Delivery Network) as a good solution to the problem of network congestion has attracted great attention. The CDN industry in China is entering a period of rapid growth. The prosperity of CDN industry in China and the increasing demand of CDN service have attracted many service providers. Among them, cloud service providers are the most enthusiastic and had an impact on the traditional CDN service providers. The influx of cloud service providers broke the original calm of the CDN industry in China and making the competition in the industry extremely fierce. In order to win a place, cloud service providers take advantages of their capital to spot higher profit margins in the CDN industry and adopt a strategy of continuously reducing unit selling prices to occupy the market. As a result, traditional CDN service providers suffered the loss of customers, the decline of revenue and the decrease of profits, which highly threaten the development of traditional CDN service providers. How the traditional CDN service providers cope with the situation has aroused great concern in the industry. The aim of this Thesis is to research on ways that can help traditional CDN service providers find competitive strategies that are suitable for their development in fierce competition and to apply the research outcomes in CDN industry. This Thesis mainly applied research method of literature analysis and case study. In terms of literature analysis, we carry out in-depth study of enterprise strategic management theory, Internet enterprise strategic management theory and enterprise competence and enterprise dynamic capability theory, etc., and summarizes the analytical methods that can be used for strategic management in CDN industry. As for case study, we take Company C, a traditional CDN service provider, as the research object, and combine refined strategic theories with the practical cases of Company C in industry competition and daily operation to carry on a thorough research. In the process of identifying strategies, this Thesis analyses the macro-factors and competitive environment that affects the CDN industry. Although the industry competition is aggravating, factors such as national policies, social and economic conditions have promoted the development of the CDN industry. Company C should continue dig in CDN industry. However, because of the homogenization of products, the price war will continue and there is no sign of an end. In the analysis of enterprise capabilities, Company C has the advantages in brand, deep understanding of the industry, innovation and cooperation capabilities. The three advantages should be taken full advantage of in the future competition. Company C can attract partners use its great brand value, deliver special value to its customers through integrating partners’ products, as well as their understanding about the industry, and continually encouraging innovation in products. Through the above analysis, Company C should employ differentiation strategy. This Thesis is comprised of eight Chapters. The first four Chapters describe the research background, relevant theories, the impact of cloud service providers on traditional CDN company and CDN business analysis of company C. The Thesis mainly focuses on Chapter 5, strategic analysis of Company C under the impact of cloud CDN service providers, Chapter 6, determination of Company C's differentiation strategy and Chapter 7, Company C's differentiation strategy implementation. Finally, Chapter 8 is the conclusions and prospects of the research outcome.