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论文编号：	458
作者编号：	2120052195
上传时间：	2008/12/17 7:22:49
中文题目：	天津联通全业务运营策略研究
英文题目：	The whole business operation s
指导老师：	林润辉
中文关键字：	天津联通;全业务运营;运营策略;<
英文关键字：	Tianjin Unicom;Whole business
中文摘要：	随着市场需求的变化和技术更新换代，中国电信运营业正在经历结构性变革，电信运营企业的经营环境也随之产生巨大变化。与此同时，国家发展和社会进步对信息化的要求也越来越高，这为电信运营企业提供了巨大的发展机遇，而市场环境和运营模式的变化又是企业必须迎接的挑战。刚刚落幕的电信重组实现了三大电信运营商的全业务运营，在机遇和挑战面前，电信运营商如何通过战略转型有效应对并在竞争中取得优势地位是目前最紧迫的课题。 电信重组前作者在天津网通一直在从事运营发展的规划工作，对于电信运营企业实施战略转型并开展全业务运营的迫切性有着切身的感受。从重组后的电信运营格局来看，新的中国联通仍然处于弱势地位，在全局上无法挑战中国移动的地位。但从局部来看，天津联通具备挑战天津移动的实力和机遇，而全业务运营是天津联通实现发展目标的关键因素。因此抓住历史性机遇，制定天津联通新的全业务运营策略并快速实施，是非常必要和紧迫的。在这一特定的历史条件下，本论文将结合作者的工作实践，对中国联通的整体发展战略进行初步分析，在中国联通整体发展战略的基础上结合天津联通的客户细分，提出适合天津联通的全业务运营策略，并提出策略实施的具体建议，用于指导实际的市场营销工作。 本文的研究目标是希望借助所学竞争战略和营销等相关理论的指导，结合天津联通的实际情况制定系统全面的全业务运营策略，用于指导业务运营和市场营销工作。在这一目标的指引下，本文对天津联通的内外部竞争环境进行了全面分析，利用SWOT分析法确定了优选的业务发展战略；在对目标客户群进行研究的基础上提出了细分结论，最后对各细分客户群制定了相应的产品策略、价格策略以及用于支撑市场营销的渠道策略。
英文摘要：	With the changes in market demand and technology upgrading, China Telecom Operation is undergoing structural changes，development model of the industry business and the enterprise environment also have a great change.At the same time,national development and social progress of information technology requirements are getting higher and higher, which for carriers to provide tremendous business opportunities for development, and market conditions and changes in the mode of operation of enterprises must also meet the challenge. The curtain has just been re-achieved three major telecommunications operators of all-business operations, face to opportunities and challenges, telecom operators how to effectively deal with the strategic restructuring and achieve competitive advantage in the current status is the most pressing issues. Before the reorganization the author has been engaged in the development of operational planning in Tianjin Netcom,have a personal experience of the urgency that telecommunications operators to carry out strategic restructuring and the entire business operations. From the reorganized structure of the telecom operators, China Unicom is still new in a weak position in the overall situation can not challenge China Mobile's position, but from the local point of view, Tianjin Unicom with the challenges and opportunities of mobile power, and the entire business operations Tianjin Unicom is the achievement of development goals a key factor. Therefore, seize the historic opportunities, Tianjin Unicom to develop a new all-business operations and rapid implementation of the strategy is very necessary and urgent. In this particular set of historical circumstances, the author of this paper will combine the work of the practice of China Unicom's overall development strategy for a preliminary analysis of China Unicom in the overall development strategy based on the combination of customer segmentation Tianjin Unicom, made for the whole business operation strategies, as well as strategies to implement specific recommendations to guide the actual marketing. In this paper, the research goal is to develop a comprehensive system-wide operations strategy to guide business operations and marketing with the guiding of competition and other related marketing strategies and theory, combined with the actual situation in Tianjin Unicom. Under this goal's direction, this article has carried on the overall analysis to the Tianjin Unicom's internal and external environment of competition, has determined the optimum business development strategies using the SWOT analytic method;on the target customer study base draw the conclusions , finally developed the appropriate product strategies, price strategies, as well as support for the marketing channel strategy. The innovation of this article lies in that integrated the theory of strategy and marketing and apply them in telecom operators to specific enterprise management, given the overall operating strategy also proposed the implementation of the recommendations, with a certain degree of reality guide.
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