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论文编号：	8608
作者编号：	2220140494
上传时间：	2016/11/28 20:59:38
中文题目：	传统电信企业的“互联网+”战略转型及其实施方案研究
英文题目：	Research on Strategic Transformation of Traditional Telecommunication Corporations and Its Implementation Solution under the Background of “Internet Plus”
指导老师：	戚安邦
中文关键字：	电信企业；战略转型；互联网+；OTT业务
英文关键字：	Telecommunication Corporations, Strategic transformation, Internet plus, OTT
中文摘要：	摘要战略转型是一项系统的长期工程，基于与挑战共存于转型战略之中。随着互联网技术的不断创新与发展, 我国电信运营企业的竞争也日趋激烈，同时竞争的模式也在悄悄发生着转变，由于OTT模式的存在，我国电信业内外部环境的变化对与电信企业盈利模式产生了巨大的威胁，我国电信业的转型已经不可避免。理论工具是分析战略转型的重要抓手，本文引入了SWOT分析法和波特五力模型来进行战略的剖析。在当前的形式下，我国的传统电信运营企业面临着传统电信市场饱和，客户数增长乏力、主营业务受挫和流量红利已近极限三个方面的外部环境威胁，因此本文通过分析得出将来的发展趋势后，以“互联网+”背景下战略转型方案研究和战略转型保障措施为全文行文的重点。基于以上的问题，本文认为传统电信企业的转型所能采取的转型策略包括：1. 从提供“通信”业务向提供“信息”业务转型。若想在业务转型中得以良好改革，必须做到以下两点，首先，寻找传统业务的精髓，在传统化商业进程中寻找新的商机；其次，面向崭新的进程，找到发展的切入契机，满足其内部信息的扩大化进程。2. 从业务“单卖”向“套餐”转型。相异于传统的语音通信需求，如今的信息需求更加多元化，更富有个性特色，不再单一化，也对多元化的电信业务有着一定的支持需求，涵盖了视频、数据以及语音方面；3. 从“卖功能”向“卖服务”转型。如今信息化已为大势所趋，人们有着更加强烈的信息需求，有着更为多样化的信息应用形式。不过如今的信息业务，数量庞杂、功能也更加多样化，我们得通过电信企业的服务来让用户体验精彩的信息生活。所以其核心内容在于由“卖功能”实现“卖服务”的转变。在保障方面，应以市场层面、技术层面、财务层面和企业文化及组织架构层面予以转型的保障。最后本文针对前述研究结论、研究不足进行了总结并对后续研究进行了展望。
英文摘要：	Abstract Strategic transformation, a systematic and long-lasting project, is an opportunity and challenge for traditional telecommunication corporations at the same time. With the increasingly developing of internet technology, telecommunication corporations in China has to face fierce competition between each other, the competition mode has changed, and because of the development of OTT mode, traditional telecommunication corporations feel threat to their long-run development. Traditional telecommunication corporations’ strategic transformation is urgent and decides the fate of their future. Theories are the bases and key point of analyzing strategic transformation, so this thesis applies the analytical method SWOT and Michael Porter's Five Forces Model in the research. The major problems faces telecommunication corporations are: market saturation, sluggish increase of customer number, main business frustration and data profit is up to limited. Based on the problems, this thesis analyzes the current situation and the general trend of future, and proposes the supporting measures, which can be called the key point of the thesis. Based on the above issues, this paper believes that the transformation of traditional telecom companies can take the transition strategy include:1. From the "communication" business to provide "information" business transformation. If you want to be in the business transformation can be a good reform, we must do the following two points, first, to find the essence of traditional business in the traditional business process to find new business opportunities; Second, the new process, to find the development of cutting- The internal information of the expansion process; 2. From the business "single sale" to "package" transformation. Different from the traditional voice communication requirements, today's information needs more diversified, more personalized features, no longer a single, but also a wide range of telecommunications services have a certain demand for support, covering video, data and voice.3. From "selling function" to "selling service" transformation. Nowadays, informationization has become the trend of the times, people have more information needs, and have more diversified forms of information application. But today's information services, the number of complex and more diverse functions, we have to telecommunications services through the enterprise to let users experience the wonderful information life. So the core content lies in the "selling function" to achieve "sell services" change.As for the guarantee of the transformation, the level of market, technology, finance, corporation culture, and organization should be considered. At the last part, the author concludes the whole picture and present the inadequate aspects of this thesis.
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