联系我们

论文查询结果	返回搜索

论文编号：	1341
作者编号：	2220070890
上传时间：	2010/1/20 9:10:06
中文题目：	北京电信全业务运营战略研究
英文题目：	Research on the Strategy of full-service operations of Beijing Telecom
指导老师：	张永强
中文关键字：	北京电信;全业务运营;战略选择;战略实施
英文关键字：	Beijing Telecom; Full-service operation;Strategic Choice; Strategy implementation
中文摘要：	近年来，移动业务迅速发展，出现了对固定业务替代加速的趋势，北京电信公司如何抓住全业务发展机遇，成功实现集团提出的战略转型目标，对北京电信的生存和发展具有现实的指导意义和深远的影响。 本文以“电信重组”和移动业务快速发展的行业为背景，以战略管理理论为指导，对北京电信公司如何在全业务运营环境下参与市场竞争和经营策略问题进行专门研究。 本文运用法约尔、巴纳德的经典战略理论中的环境分析、SWOT分析，迈克尔.波特的竞争战略理论以及哈梅尔和普拉哈拉德的核心竞争力理论，从北京电信公司自身资源现状和全业务运营面临的问题入手，研究了北京电信公司全业务运营的必要性、优势和劣势，同时借鉴国外运营商的先进经验，提出具有北京电信特色的全业务运营模式，充分利用大客户固定网络的优势，形成具有差异化的全业务运营发展策略。并结合中国电信移动业务中高端战略定位，基于对国外3G业务发展经验的分析以及中国电信3G业务运营模式的探索，提出北京电信3G移动业务营销策略。 本文认为，北京电信公司要利用在首都固网市场上获得的固网业务优势，促进移动业务发展，重点要做好三项工作：一是确定移动市场发展战略，扩大移动业务规模，大力发展高值用户；二是实施多业务捆绑，促进全业务营销；三是聚焦企业信息化，积极探索固话、移动融合业务，有效利用物力资源、充分发挥新型全业务运营商的综合优势。 本文的创新点在于，从理论与实际相结合的角度，提出具有北京电信特色的全业务运营模式，并提出颇具操作性的实施对策，如提高网络质量、新产品不断上线，实现多产品组合营销；聚焦客户，灵活科学地制定针对不同客户群体的资费；完善自有渠道、拓展外部渠道，积极探索和开发网上购物等新型营销渠道；及时推出多种促销活动，选择适当的媒体组合和宣传方式，实施整合传播营销，等等，这些对策建议对我国电信业相关企业的经营管理活动也具有一定的借鉴意义。
英文摘要：	In recent years, Mobile services has big development. How to seize the full-service business development opportunities, successfully in achieving the group's strategic transformation is the main mission of Beijing Telecom. And this is also a practical guiding significance for Beijing Telecom development. Based on "Telecommunications re-organize" and the rapid development of mobile services industry, this article is work on Beijing Telecom's business operations and business strategy research in this Full-service business environment. This article has used environmental analysis based on Fayol strategic theory and Barnard's classic strategic theory, and also include SWOT analysis, Michael,Porter's competitive strategy theory and Hamel & Prahalad's core competence theory. Starting from the analysis of Beijing Telecom's own resources and all the problems, this article analyzed the demand for full-service operations, and strengths and weaknesses of Beijing Telecom, learning the advanced experience of foreign operators, put forward the distinctive full-service business model of Beijing Telecom, and make full use of advantages of large customers in fixed networks, making a differentiated full-service development strategy. Combining China Telecom’s high-end consumer strategic positioning, analyzing the successful experience of aboard 3G service development and research of China Telecom 3G service operation mode, Beijing Telecom 3G mobile service business mode is put forward here. This paper argues that Beijing Telecom have to take advantage of fixed-line market to promote the mobile business development, in general it should undertake the following three tasks: First, determine the mobile market development strategy to expand the scale of mobile services, and also develop high-value users; second, implement multi-service bundling, in order to promote full-service marketing; third, focus on enterprise information, and actively explore the fixed and mobile convergence services, efficiently use material resources, and give full play to the new full-service operator's comprehensive advantages. The innovation of this paper is that, Linking theory with practice, Beijing Telecom put forward with a full-service business model characteristics .At the same time, Beijing Telecom have to improve network quality, product new service, in order to achieve the multi-product marketing; It have to focus on its customers, scientifically formulate tariff for different customer groups; to improve their own channels, expanding external sources, and actively exploring and developing online shopping etc.; Beijing Telecom should also release variety of promotional activities, select the appropriate media , implement the integrated marketing.
查看全文：	预览  下载(下载需要进行登录)