宽带市场分析及其运营策略研究

发布时间：2018-01-19 07:29

本文关键词： 宽带业务定价长尾供应链协调双赢　出处：《南京大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着社会经济水平的不断上升,人们对信息化的要求也日益提高,窄带互联网已不堪重负,宽带网络的建设则显得愈发紧迫。自2000年以来,宽带业务市场保持着几何级数的增长率,展示了其旺盛的增长势头,成为运营商发展的核心业务板块、利润增长点和争夺点。故在此趋势下,宽带业务成为了运营商乃至整个电信行业都在研究的重要课题。本文运用五力模型分析了我国宽带业务市场的行业竞争现状,并基于双赢定价模式展望了宽带业务定价策略的发展趋势,基于长尾理论拉出了宽带业务的用户长尾和产品长尾,基于报童模型和收入共享合同研究了宽带业务的供应链协调问题,最后分别从宽带接入市场、宽带增值业务市场及宽带业务链这三个方面给出了宽带市场运营策略建议：在宽带接入市场方面,运营商须与供应商结成战略联盟,控制好成本,重视技术能力的提高；在宽带增值业务市场方面,注重市场细分、产品创新以及网络安全与监管挑战；在宽带业务链方面,重视运营商的核心作用,不断增强链条的黏合度。本文的创新点主要有：将长尾理论引入到宽带业务市场；从供应链协调的角度去确定宽带业务链的最佳合同形式及参数设置；强调运营商与客户的双赢。
[Abstract]:Along with the social economy level rising, the information technology requirements are also increasing, narrowband Internet has overwhelmed the construction of broadband network becomes more and more urgent. Since 2000, the broadband market has maintained a growth rate of geometric progression, demonstrating its strong growth momentum, as operators in the development of the core business segments, profit the growth point and the point of contention. Therefore, broadband services become carriers and the entire telecommunications industry is an important subject in the study.
This paper analyzes the current situation of China's broadband market competition industry using five forces model, and win-win pricing model based on the development trend of the pricing strategy of broadband business, the long tail theory out of the broadband business users and products based on the long tail of the long tail, the supply chain coordination of broadband newsboy model and revenue sharing contract based on the last from the market for broadband access, broadband value-added services and broadband services market chain of the three aspects are broadband marketing strategy recommendations: in the broadband access market, operators and suppliers to strategic alliances, good cost control, pay attention to the enhancement of technological capability; broadband value-added services in the market, focusing on market segmentation, product innovation and network security and regulatory challenges; in the broadband services chain, pay attention to the core role of operators, constantly enhance the adhesion of the chain.
The main points of this paper are: introducing the long tail theory to the broadband business market, from the perspective of supply chain coordination to determine the best form and parameter settings of broadband business chain, emphasizing the win-win relationship between operators and customers.

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

【参考文献】