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论文编号：	1559
作者编号：	2220070773
上传时间：	2010/1/18 15:07:52
中文题目：	基于宽带IP网络的视频监控业务营销战略研究
英文题目：	Marketing Strategy Research Of Video Surveillance Business Which Is Based Broadband IP Network
指导老师：	许晖
中文关键字：	北京联通 宽视界 视频监控 营销战略
英文关键字：	Beijing Unicom，View，video monitoring，marketing strategy
中文摘要：	随着社会信息化程度的不断提高，各行各业需要实施视频监控的范围大大增加，对视频监控的需求由传统的安防监控向管理监控、生产经营监控发展，对视频监控系统的要求越来越高，随着宽带网络技术的发展，基于宽带IP网络的视频监控业务形成了巨大潜力。电信运营商推出的运营级网络视频监控业务，能给用户提供从网络到设备、从建设到维护的一揽子解决方案正是迎合了行业发展的需要，电信运营商可以根据不同用户需求提供租用或购买等各式各样的服务，在用户的视频集中管理的同时强化了数据备份的功能，使用户查询数据更加快速和精准，极大地减少了客户需投入的监控、维护人力。 电信运营商虽然具有很多优势来拓展并运营此类业务，诸如网络、客户资源等，但是，国内电信运营商对此类业务营销战略的定位仍不够清晰，对如何运用自身优势来规模推广基于宽带IP网络的视频监控业务，如何有重点、分层次、多元化地培育和开拓网络视频监控业务的市场等问题没有进行深入地研究，并且对之前的营销效果评估维度很少，且评估过程较为粗略。 宽视界是中国联通推出的一款基于宽带IP网络的视频监控业务。本论文以基于宽带IP网络视频监控行业中的典型业务之一“北京联通宽视界业务”为例，从宽视界业务的发展背景入手，对宽视界业务进行简略介绍，并运用SWOT理论分析了北京联通发展宽视界业务的内外部竞争环境，对北京联通宽视界业务的目标客户进行分类及产品定位，确定了该业务的营销战略定位。运用4P理论对北京联通宽视界业务的产品策略、价格策略、渠道策略和促销策略进行研究，特别是将行业客户分为七大类，对每类行业客户的销售策略进行了研究及归纳。 论文最后运用了精确营销理论中的营销后评估方法，从业务发展及收入目标、平台建设及效率目标、业务财务效益、业务影响及可持续等多方面进行分析及评估，得出该业务营销效果的总体评价，找到存在问题，并提出改进建议。 该论文的研究内容对运营商网络视频监控业务的发展有借鉴意义，有助于提高此类业务的营销效果，为运营商快速拓展网络视频监控市场提供依据。文中对北京联通宽视界业务发展提出多角度、较全面的建议，有重要的参考价值。
英文摘要：	With the degree of social information continues to improve, businesses need to implement the scope of video surveillance greatly increased the demand for video surveillance from traditional security monitoring to management control, production and operation of monitoring the development of the video surveillance system requirements The higher, with the development of broadband network technology, based on broadband IP networks, video surveillance business formed a great potential. Telecom operators to introduce carrier-class network video surveillance operations, to give users from the network to the device, from construction to maintenance package solution is just to cater the needs of industry, telecommunications operators can offer according to different user needs to rent or purchase such a wide range of services in the user's video at the same time strengthen the centralized management of data backup functionality, allowing users to query the data more quickly and accurately, greatly reducing the customer need input monitoring, maintenance manpower. Telecom operators, while having many advantages to expand and operate such business, such as network and customer resources, however, the domestic telecom operators such business marketing strategy positioning is still not clear enough on how to use their advantages to the size of the promotion based on broadband IP network video surveillance business, how to focus, at different levels, to foster and develop a diversified network of video surveillance business, markets and so on without in-depth study, and right before the small dimensions of the marketing impact assessment, and evaluation process relatively rough. Wide horizon is China Unicom's launch of a video surveillance business, which is based on broadband IP networks. In this paper, broadband IP-based network video surveillance industry, one of the typical business, "Beijing Unicom, a wide horizon business", for example, liberal vision business development background to start with a wide vision of a brief description of operations and the use of SWOT analysis of the theory Beijing Unicom business in a wide horizon and external competitive environment, a wide horizon of Beijing Unicom to classify the business target customers and product positioning, established the business's marketing strategy. 4P theory, the use of a wide horizon of Beijing Unicom business product strategy, pricing strategy, channel strategy and marketing strategy research, in particular the industry's customers are divided into seven categories, for each major industries, customer marketing strategies have been studied and summarized. Finally the use of thesis in the theory of precision marketing, post-marketing assessment methods, and income from the business development objectives, platform construction and efficiency goals, the business of financial efficiency, and sustainable business impact analysis and assessment of other aspects come to the business of marketing effectiveness The overall assessment, find problems and make recommendations for improvement. The thesis studies the contents of the telecom operator's network video surveillance business development is worth learning to help improve the marketing effectiveness of such operations, for the rapid expansion of telecom operators provide the basis for network video surveillance market. The text of the Beijing Unicom raise more wide vision of business development point of view, a more comprehensive proposal, there is an important reference value.
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