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论文编号：	1343
作者编号：	2220070893
上传时间：	2010/1/20 9:31:18
中文题目：	北京电信IDC市场分析与发展战略研究
英文题目：	北京电信IDC市场分析与发展战略研究
指导老师：	严建援
中文关键字：	北京电信 数据中心 市场战略 SWOT
英文关键字：	Beijing Telecom, data center, market strategy, SWOT
中文摘要：	随着互联网蓬勃发展，社会信息化进程急剧加速，互联网数据中心（IDC）业务作为一种提供互联网资源及网络系统管理的运营企业应运而生。目前各家运营商的IDC业务都是以物理空间和网络带宽租用为主的资源消耗型业务，已经遭遇到发展瓶颈。一方面同质化的服务导致激烈的价格竞争大大降低了企业赢利能力，另一方面局限于基础资源提供方面的服务业务也无法满足客户日益增加的需求。因此，只有认真分析竞争形势，认清自身在市场中的优、劣势，采用优势的市场策略，实现IDC业务转型，才能在残酷的市场竞争中依旧保持领先地位和企业竞争力。 中国电信北京公司（简称“北京电信”）是在2002年中国电信南北拆分后由集团公司投资建设的全资子公司，自2003年开始发展IDC业务，依靠丰富的机房和网络资源、专业的服务团队和先进的机房基础设施，吸引了大批国内外知名的互联网、金融及政府类客户，业务收入逐年攀升，目前位居北京地区IDC市场份额第二、中国电信集团IDC收入排名第三的位置。对北京电信IDC发展方向和竞争策略进行分析研究，可为其他运营商提供借鉴，有助于引导整个IDC行业科学健康发展。 本文首先回顾了优势竞争理论、6P营销理论和SWOT模型，然后介绍了中国IDC市场发展情况和北京地区IDC市场竞争格局，通过对客户需求和竞争对手的分析，进而找出北京电信IDC快速发展中存在的缺点和问题。通过运用SWOT模型分析北京电信IDC内外部竞争环境，明确了北京电信IDC存在的各种机会、威胁、优势和劣势，并将优势、劣势与机会、威胁相组合，形成SWOT矩阵，进而对SO、ST、WO、WT策略进行分析和选择，明确了核心竞争力和竞争关键因素，确定了以收入目标、业务领先、服务能力和国际标准等四个维度衡量的总体目标，制定了切实可行的客户开发策略、市场营销策略和服务提升策略等战略，形成了从客户选择定位、产品品牌规划、价格体系建立、渠道销售管理、市场促销、品牌形象宣传，到安全管理和服务感知提升的全套发展策略，为北京电信IDC成为行业的领跑者提供了清晰的方向。
英文摘要：	With the rapid development of the Internet, and dramatic acceleration of social Informationization, Internet Data Center (IDC), which provides Internet resource and network systems management emerged as more and more important operation service. Currently the IDC services of operators which mainly based on network bandwidth, physical space rental and other resource consumption-based services, has met with the development bottleneck. On the one hand homogenization of the services have led to intense price competition which greatly reduced corporate profitability, on the other hand the services limited to the provision of basic resources can not meet increasing customers demand. Therefore, only a careful analysis of competitive position, and recognizing own strengths and weaknesses in the market, taking the advantage marketing strategies, could achieve IDC business transformation and still retains its leading position and business competitiveness in the brutal competitive market. China Telecom Beijing company (the "Beijing Telecom") is a wholly-owned subsidiary invested by China Telecom after north-south split in 2002, Initialized since 2003 the IDC service attract numbers of well-known domestic and foreign internet, financial and government customers, relying on a wealth of site, equipment and network resources, professional service team and advanced infrastructure, operation income increased year by year, the current IDC market share ranks second in Beijing, IDC income ranks third within China Telecom Group. The analysis and study of Beijing Telecom IDC development and competitive strategy can provide a reference for other operators and benefit to the healthy and scientific development of IDC industry. This thesis reviews the advantages of competition theory, 6P Marketing Theory and the SWOT model, and then introduces IDC market development situation in China and IDC market competition in Beijing. Through the analysis of customer demands and competitors, and find the problems and weakness of Beijing Telecom IDC during the rapid development period. By using SWOT model analysis of internal and external competitive environment of Beijing Telecom IDC, clarify the opportunities, threats, strengths and weaknesses of Beijing Telecom IDC, combined the strengths, weaknesses and opportunities, threats to form SWOT matrix, and then to the SO, ST, WO, WT strategy analysis and selection, clarify the core competencies and critical competitive factors, determined the overall objective measured by the four dimensions of revenue targets, operational leading position, service capability and international standards, develop a practical customer development strategy, marketing strategies and service strategies, form the full range of development strategy by a selection from the customer positioning, brand planning, pricing system, channel management, marketing promotion, brand propaganda, to the security management and service-aware enhancement, provide a clear direction for Beijing Telecom IDC to become the industry leader.
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