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论文编号：	3618
作者编号：	2220081033
上传时间：	2011/11/4 15:16:56
中文题目：	北京联通ICT延伸服务策略研究
英文题目：	Research on ICT Extended Service Strategy of Beijing Unicom
指导老师：	马连福
中文关键字：	关键词：ICT;延伸服务;策略;竞争力
英文关键字：	Key word：ICT;Extension services;Strategy;Competitiveness
中文摘要：	该论文的主题是对电信运营商在竞争环境下，为满足客户需求，并拓展联通ICT延伸服务应该采取的策略研究。电信行业在产品同质化竞争情况下， 竞争更加激烈，服务成为企业发展的新型动力。因此，研究ICT延伸服务对于联通打造新的服务品牌非常重要。中国联通是国有上市公司提供通信服务运营商，通过不断提升服务品质，增加延伸服务产品，让客户享受更多的服务，使联通提供的ICT延伸服务显性化。不仅可以增加客户感知，更可增强联通市场竞争力。本文利用行业竞争结构理论、客户价值理论、服务营销策略理论，重点研究了在北京联通开展ICT延伸服务的可能性。在信息化热潮的影响下，企业对信息系统在企业经营中的重要作用已经有了深刻的认识。但是网络及IT 资源的运营却又非其所长，如果企业自己承担网络运行维护工作，往往既浪费资源，又影响企业的运营效率。因此，外包延伸服务以其有效减低成本、增强企业的核心竞争力等特性成了越来越多企业采取的一项重要的商业措施。企业将不再需要花费巨大的人力财力物力去构建或管理一个庞大的网络运行的技术部门，从而可以集中精力关注于企业核心竞争力的培养。联通公司在管理制度、团队人员素质及稳定性、公司规模及服务能力及信誉等方面具有高于一般IT企业。通过梳理该领域及市场客户的需求，分析我公司提供延伸服务的能力，提出北京联通开展ICT延伸服务的策略。本课题将对适合我公司开展的外包延伸服务进行调研，提出北京联通开展ICT延伸服务的策略，即将ICT延伸服务进行显性化，提出重点推广的ICT外包延伸服务产品，并细化产品服务等级、服务标准以及重点面向的客户群；同时给出相对应的定价规则和方法；此外还将提出外包延伸服务如何组织实施的方案建议。
英文摘要：	The theme of the paper is to study what strategy should be applied for ChinaUnicom in a competitive environment, in order to meet customer needs, and develop extended ICT services. The competition of the telecommunications industry is more intense under the product homogenization, and thus the service becomes the new driving force of a cooperation. Therefore, studying ICT extended services is very important for ChinaUnicom to create a new brand of service. ChinaUnicom is a state-owned listed company, providing telecommunication services. Continuously improving service quality and increasing extended service and product could let the customers enjoy more services and make Chinaunicom’s ICT extended services show more dominance, which can not only improve customer experience, but also Enhance the market competitiveness of China Unicom. In this paper, theory of competition in the industry structure, customer value theory, and theory of service marketing strategy are used to study the possibility of carrying out ICT extended services in Beijing Branch of Chinaunicom. Influenced by the boom of information, companies already have a deep understanding on the important role which a IT system plays in the business. However, many of them are not expert in the operation of network and IT resources. It would wasteful and Inefficient for a company to assume the network operation and maintenance on its own. So Outsourcing Extended Service become an important business measure that more and more enterprises began to use, for its effective cost reducing, enhancing the core competitiveness of enterprises, etc. Companies will no longer need to spend huge manpower and financial resources to build or manage a large technology sector for IT systems and network operation, and could focus on cultivating the core competitiveness. Our company is better than general IT companies in the management system, quality and stability of the team members, company size and service capabilities and reputations. The stratey of carrying out ICT extended services in Beijing Branch of ChinaUnicom will be proposed, through combing the area and market customer needs, and analyzing the ability of our company to provide extended services This topic will study the ICT extended services which are suitable for our company and propose the strategy of carrying out the ICT extended services in Beijing Branch of China Unicom, which includes making the dominance of ICT extended services, proposing the ICT extended services and products we should focus on promoting, refining product and service levels, service standard and key customer bases, giving the pricing rules and methods. What’s more, it will suggest how to organize and implement the Outsourcing Extended Service.
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