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论文编号：	484
作者编号：	2120062130
上传时间：	2008/12/19 18:29:07
中文题目：	全业务经营条件下电信运营商的组
英文题目：	The telecom operators''s marke
指导老师：	白长虹
中文关键字：	电信运营商 全业务经营 组合营销
英文关键字：	Telecom operators Full-service
中文摘要：	随着中国电信运营商新一轮的重组，中国电信市场的竞争格局发生根本性变化，形成了三家全业务电信运营商；重组工作完成后，国家将发放3G运营牌照，进一步促进三家全业务经营运营商的业务优势。另一方面，经过多年的市场竞争，中国电信市场竞争结构失衡，各运营商面临转型，原来经常采用的“价格战”、“品牌战”等竞争手段在全业务经营环境下很难发挥作用，需要调整新的运营策略。显然，组合营销将是未来电信市场竞争的核心和焦点。而目前理论界和学术界对中国电信运营商全业务经营的相关课题缺乏系统、深入的研究，关注的焦点主要集中在固网运营商转型、3G运营等行业热点。此外，由于运营商重组方案刚刚公布，重组后各家电信运营商已变成真正意义上的全业务运营商，重组后各运营商的组合营销等将成为市场竞争的焦点和热点，但目前很少有人对这些新问题进行相应的研究。正是在这样的实践和理论背景下，本文就全业务经营条件下电信运营商的组合营销策略进行了针对性研究。 本文综合运用客户细分理论、组合营销理论、电信产业价值链理论等，结合实际案例，围绕论文目标进行研究和剖析，实现理论与实践相结合，以定性研究为主，在前人研究的基础上高起点地进行思想、方法和应用的集成与再创造，力求使成果既有现实意义又不失前瞻性。 全文分为六个部分：第一章：绪论。对本文研究的背景、目的和意义，以及论文的创新点进行了概述。第二章：文献综述。详细总结目前理论界对客户细分理论的研究现状和结果，总结了电信行业当前一些常用的客户细分工具，对全业务经营和组合营销进行界定和概述，这些理论的总结研究将为本文的应用研究奠定坚实的理论基础。第三章：电信运营商全业务经营条件下的市场环境分析。本章从电信行业发展趋势和竞争趋势两个纬度对全业务经营条件下的市场环境进行了分析，指出基于客户群市场经营时代的来临。第四章：全业务电信运营商客户群细分及产品体系。本章提出了电信市场客户细分模型，即由客户主体统计属性、客户价值和客户消费行为构成三维客户细分模型，并利用此细分模型，同时结合现有四大运营商客户细分现状，提出了适合全业务电信运营商的四个大类细分客户群，以及各客户群的需求层次和特征；同时结合未来通信市场的发展趋势和国际运营商电信业务的分类方法，提出一套系统全新的产品体系，为下一章组合营销奠定基础。第五章：基于客户群细分的组合营销策略研究。本章针对上一章细分的四类客户群的通信需求，并结合产品体系，提出了四类客户群组合营销模型。在此基础上提出了基于客户群运营的组合营销实施关键原则，如组织结构调整、业务流程调整，以宽带、移动通信、应用服务和服务外包为核心的全业务经营等。结语与展望：本章对全文的研究结论进行总结，并提出了进一步的研究方向。 本文对全业务经营条件下电信运营商的客户细分及组合营销策略进行研究，其目的和意义主要有以下几点: 首先、电信运营商的重组无论是对电信竞争环境，还是电信运营商都产生了根本性的影响，全业务经营对于各运营商而言均是一个全新的课题；此外，现有各运营商同时经营上百种电信业务，每一种电信业务又都面临两家以上运营商的竞争，传统的运营策略很难适应新的竞争环境。本文通过探讨与研究提出了基于客户群的组合营销全新运营模式，这对各全业务电信运营商具有借鉴和指导意义。 其次、结合未来的全业务电信市场的运营特征，本文提出了全业务经营电信市场的客户细分模型和四个大类目标客户群，以及全业务电信市场的产品体系，这些工具和结论对各运营商而言，具有很强的实践意义和经济价值。 第三、本文提出的组合营销模型，即在以单产品价值的基础上，围绕客户之间“关联需求”，将有关联需求的客户进行聚类、组合成客户群，然后通过增加单产品的关联价值提供组合产品。这一组合营销模式的研究不仅对电信行业,而且对诸如金融、家电、电视等行业，尤其是这些行业中具有市场主导地位的企业也具有一定的经济意义、学术价值和应用价值。 第四、本文针对全业务电信运营商提出了许多组合营销实施的关键原则，这些建议对于各电信运营商而言具有很强的指导意义和实践性。 本论文结合本次电信行业的重组，从全业务电信运营的视角出发，全面分析现有电信行业发展趋势和竞争趋势，提出一套基于客户群运营的组合营销运营模式，具有很强的时代意义和创新点。主要创新点：第一、电信运营企业和理论界尽管对电信业务的营销策略等方面研究颇多，也提出类似价格套餐、业务组合营销创新观点，但仍不能有效聚焦于以客户为中心的运营，存在许多的不足。本文提出了以客户为中心的组合营销运营模式：即在个体客户需求基础上，紧紧围绕客户与客户之间的关联需求，将具有关联需求的客户进行聚类和组合，形成不同的客户群组合；并针对不同客户群，通过增加单产品关联价值提供产品组合。这一组合营销理论具有一定的理论创新性。第二、本文通过客户细分理论，提出了一套针对电信运营商而言比较可行的客户细分标准，并在此基础上细分出全业务电信运营商的四个大类目标客户群。电信行业细分模型和细分的四个大类目标客户群在目前国内电信客户细分研究中尚属首次。第三、本文参考全业务电信市场发展趋势和国内外对电信产品分类方法，将现有国内各运营商上百种电信产品进行梳理，提出了一套全新的产品体系。考虑语音通信逐步贬值，而信息、娱乐消费等内容应用类业务和基于互联网的即时通信业务将成为未来市场的主流业务，因此在本文提出的产品体系中，首次将即时通信和内容应用类业务等创新业务提到与基础通信消费并列的高度，具有一定超前意识和创新性。
英文摘要：	With the new restructuring between China telecom operators, the competition pattern of China telecommunication market has changed fundamentally, forming three full-service telecom operators. The country is about to release 3G operating licenses after restructuring ，further promoted the business advantages of the three full-service operators. On the other hand, for many years of market competition, the competition structure of China telecommunication market is unbalanced, operators faced with reforming. The "price war" and "brand warfare" and other means , often used by the operators in the original , is difficult to play a role in the full-service operation environment. They need to adjust the new operation strategies. Obviously, the combination marketing will be the core and the focal point in the future telecommunication market. At present, few theorists and academic institutions have systematically and thoroughly studied the related topic of the China's full-service operation. Against this background of the theories and practices, my article is about to research the marketing combination strategies on the full-service operations conditions. In light of the actual cases, the theories of customer segmentation、marketing combination theories、telecommunications industry value chain theories and so on, are used comprehensively in this paper . Around the goal of research and analysis, the paper has realized the combination of theories and practices, qualitative research-based. This core article is divided into six chapters. The first chapter is introduction chapter ,it is to summarize the background, the purpose and significance, as well as the innovation of the research. The second chapter is the theory 's overview, such as customer segmentation, the customer segmentation research of telecommunications enterprise ,combination marketing and full-service operations, making the theoretical foundation for the research; The third chapter is about the research of the full-service operations environment, from the two latitude of the telecommunications industry trends and competitive trends , and put forward the view that the future communication market is not only in new markets, even more important for retaining and competing the existing customers , so the market era on customer segmentation is coming; The fourth chapter puts forward the customer segmentation model of the telecommunications market, and make the four major categories of target customers by use of this model: the individual customers , the family customers, the business customers, and the enterprise customers; at the same time, according to the existing telecommunications industry product classification, the future telecommunications market trends and the international telecommunications operator's product classification, this paper form a new full-service products system: the basic communications businesses, the application businesses and the services outsourcing businesses ; The fifth chapter: proposed the four target customers' s concrete combination marketing strategy , and discussed in detail the key principles of the marketing combination based on the four customers, such as organizational restructuring, business processes, and other adjustments. The conclusion chapter is to summarize the conclusions of the study, and made the aspect of the further research. This paper is to research the telecom operators's marketing combination strategy under the the conditions of full-service operations, it's purpose and significance as follows: First of all, the telecom operators's restructuring have had a fundamental impact on the telecommunications competitive environment, aslo on the full-service operators. The full-service operations is a new issue for all telecom operators; In addition, the operators at the same time operates more than 100 types of business, and every business face more than two operators's competition. The traditional operating strategy is difficult to adapt to the new competitive environment. In this paper, to explore and research based on a combination of customer base marketing a new business model, which is the full-service carriers have a reference and guide. Secondly, According to the characters of the full-service telecommunications in the future, this paper is to put forward the new customer segmentation model and the four major categories target customers, as well as the full-service products systems.These tools and conclusions of the Operator, is of great practical significance and economic value. Third, the paper proposes a combination of marketing model, in which a single value on the basis of customers around the "association needs," will be associated with the customer demand for clustering, combined customer base, and then by increasing the single-product Associated with the provision of the value of the product portfolio. This combination of marketing research model not only for the telecommunications industry, but also such as financial services, home appliances, television and other industries, particularly those in the industry with a market leading position in the enterprise also has some economic significance, value and academic value. Fourth, this paper is to put forward a number of the key principles of the full-service operations .The proposals for the telecom operators is of great guiding significance and practicality. The research of the marketing combination strategy, based on customer segmentation is meaningful for the three full-service telecom operators. In this paper, the customer segmentation model of the full-service telecommunications market , the four major categories target customers, full-service products systems, as well as the key principles of the marketing combination, has highly practical significance and economic value; At the same time, this article Put forward a new marketing combination model , that is, on the basis of the single product's value, combined customer who has associated demands, around the "association demands" between customers, not just focus on individual customers. And provide valuable products combination by increasing the relevance of single-product. This marketing combination research have some innovation, and academic value, not only for the telecommunications industry, but also on other industries.
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