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论文编号：	5566
作者编号：	2120112406
上传时间：	2013/6/13 22:17:44
中文题目：	大规模定制下移动通信服务创新策略研究
英文题目：	The Research On Strategy Of The Mobile Communication Service Innovation Based On Mass Customization
指导老师：	焦媛媛
中文关键字：	大规模定制，移动通信，服务创新，层析分析法
英文关键字：	Mass Customization，The mobile communication，Service innovation，Analytical Hierarchy Process
中文摘要：	电信业是国家的基础产业之一，我国的电信行业发展速度连续多年高于国民经济的增长速度，已经成为我国经济最主要的增长点之一。而移动通信则在电信中越来越占据主要地位，移动通信与人民的生活息息相关，便利了我们的日常活动，成为社会的必需品。从最初的电信垄断到现在的三家鼎立，中国移动、中国电信、中国联通都开始经营全业务，以往传统的移动通信服务方式已不能再适应激烈的竞争，只有提供适合市场需求的产品才能提高顾客满意度和忠诚度。在蓬勃发展的现代社会，随着信息和技术的迅速发展，我国移动通信服务市场出现一系列的变化：话音业务增速逐渐走低；短信业务增速放缓，即时通信应用发展迅猛；增值业务逐渐成为盈利增长主要推动力。随着业务种类的不断增多，整个行业的定制化趋势明显，用户不再是被动的接受通信服务，而是与运营商互动，以获得期望中的产品。移动通信服务面临着价格和个性化需求的双重问题，能够提供多样化服务并降低用户消费水平的运营商将会获得更多的市场份额。如何能够设计更多的个性化业务，同时提供多重业务的定制化服务，是移动通信服务企业共同思考的问题。开发新业务，创新服务模式成为移动通信服务转变的方向。个性化创新和标准化为服务业的创新发展提供了新的视角，低成本和差异化成为服务企业的市场战略；而大规模定制思想则是低成本战略和差异化战略的良好结合。基于大规模定制的服务创新融合了个性化创新和标准化创新的优点，统筹考虑多个业务功能，能有效组合各个业务，形成具有客户导向的定制化产品，以更好地调和定制化和价格之间的关系，为用户提供量身定制的个性化业务组合。本文着眼于我国的移动通信服务市场，分析大规模定制服务创新为移动通信服务创造的优势。在总结大规模定制下移动通信服务创新方式及特点的基础上，构建服务创新的六维度模型，并运用层次分析法对各维度的重要程度进行评价，得出移动通信服务创新的策略和建议。
英文摘要：	The telecommunications industry is one of the basic industries of the country, the development pace of the telecommunications industry in China is higher than the growth rate of the national economy for many years, and it has become one of China’s most important economic growth point. Mobile communication is becoming more and more important in the telecommunications, being closely related to our life. It facilitated our daily activities and has become a social necessity. From the period of telecommunications of monopoly to the present stage of three Kingdoms, China Mobile, China Unicom and China Telecom have become full-service carriers, and traditional communication approaches have failed to meet the fierce competition, only by supplying the product for market demand can the customer satisfaction and loyalty be improved. With the rapid development of information and technology in the booming modern society, China’s mobile communication market is showing a series of changes: voice services growth gradually lower; SMS business slowdown, Real-time communication applications develops at a fast speed; Value-added services gradually become the main driver of earnings growth. With the growing number of business types, the customization trend of the whole industry is obvious, the user is no longer a passive acceptant of communication services, but to interact with operators in order to obtain the desired products. Mobile communications faces two problems: price and the individual needs, and operator who is able to provide diversified services and reduce the level of consumption will gain more market share. How to design more personalized service while providing multiple business customized services are the questions that mobile communication services jointly think about. Develop new business and service model innovation is becoming the directions the mobile communications are changing to. Personalized innovation and standardization provide a new perspective for the development of service industry and low-cost and differentiation become the service enterprises’ new market strategy. Mass customization is a good combination of low-cost strategy and differentiation strategy. Based on mass customization, service innovation combines the advantage of personalized innovation and standardization innovation, and considers multiple business functions. It effectively combines various businesses, better reconciles the relationship of customer-oriented product and the price, and provides users with a personalized service of tailored combination. Focusing on China’s mobile communications services market, this paper analyzes the advantage of service innovation based on mass customization. On the basis of concluding the methods and feature of the mobile communication service innovation based on mass customization, this paper builds the dimensions of service innovation, evaluates the importance of every dimension, and reaches the strategy and advice of the mobile communication service innovation.
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