电信运营企业在数据业务价值链中的竞合策略研究

发布时间：2018-05-22 07:38

本文选题：电信运营企业 + 数据业务　；参考：《北京邮电大学》2012年硕士论文

【摘要】：从2G话音业务到3G数据业务,价值链上主体问由简单的合作关系逐渐转化为复杂的竞合关系,数据业务发展的关键在于电信运营企业与其他主体之间的协同作用。本文从制约数据业务发展的两大瓶颈——信息内容与终端问题出发,以提升客户体验与满意度、提高电信运营企业数据业务收入、巩固电信运营企业在数据业务价值链中的地位为导向,针对数据业务价值链中电信运营企业与客户满意、电信运营企业与SP(服务提供商)及终端制造商之间的竞争合作关系建立系统动力学模型,量化研究电信运营企业在数据业务价值链中的竞合策略。论文共分为六章。第一章阐述研究背景、研究意义、研究方法、研究目标与内容结构,第六章总结论文的研究成果与不足之处。第二章至第五章为论文的主体研究内容。第二章,用户接受数据业务的影响因素研究。通过对用户接受并使用数据业务的相关研究进行综述分析,归纳总结用户接受数据业务的关键影响因素。第三章,电信运营企业在数据业务价值链中的竞合决策分析。通过对数据业务价值链上电信运营企业与服务提供商、终端制造商之间竞合关系的相关研究进行综述分析,归纳总结电信运营企业在数据业务价值链中的竞合决策点,并建立本文的概念模型。第四章,电信运营企业数据业务价值链竞合策略的系统动力学建模。基于上一章的概念模型及相关理论,考虑终端定制对SP的影响,针对电信运营企业与客户满意、电信运营企业与SP、终端商之间的竞争合作关系建立系统动力学模型,并对系统主反馈关系、流图结构以及系统中的典型基模进行分析。第五章,以中国移动为例进行实证研究,通过对竞合决策点的仿真控制分析,提出电信运营企业在提高客户感知、以及与SP、终端商的竞合策略。论文的主要研究成果总结如下： 1.指出了数据业务价值链上制约数据业务发展的瓶颈环节,深入分析了电信运营企业与SP(服务提供商)及终端制造商之间的竞争与合作关系,归纳出电信运营企业在数据业务价值链中的关键竞合决策点,并在此基础上建立电信运营企业协同SP、终端商提升客户满意的概念模型。 2.针对数据业务价值链中电信运营企业与客户满意、电信运营企业与SP(服务提供商)及终端制造商间的竞合关系建立系统动力学模型,并通过采集中国移动实际运营数据,验证了模型的可靠性。 3.通过仿真控制分析,得到了电信运营企业在数据业务价值链中竞合策略的相关结论,并针对以下三个重要方面提出相应管理建议： 1)提升客户对数据业务的满意度策略：数据业务价值链管理策略、客户关系管理策略、数据业务资费策略； 2)电信运营企业与SP的竞合策略：内容投入策略、对SP的收入分成策略、与SP合作研发投入策略； 3)电信运营企业与终端制造商的竞合策略：终端投入策略、终端定制策略、与终端商合作共同研发策略、对终端商的激励策略。
[Abstract]:From the 2G voice service to the 3G data service, the subject question on the value chain is gradually transformed from a simple cooperative relationship into a complex competing relationship. The key to the development of the data business lies in the synergy between the telecom operators and other subjects. This paper starts with the two bottle neck, which restricts the development of the data business, the information content and the terminal problem. Improve the customer experience and satisfaction, improve the data business income of telecom operation enterprises, consolidate the position of telecom operators in the value chain of data business, and establish the relationship between telecom operation enterprises and SP (service providers) and terminal manufacturers in the data business value chain. The dynamic model is used to quantify the competitive strategy of telecom operators in the value chain of data services.
The thesis is divided into six chapters. The first chapter describes the research background, research significance, research methods, research objectives and content structure, and the sixth chapter summarizes the research results and shortcomings of the thesis. The second chapter to the fifth chapter is the main research content of the thesis.
In the second chapter, the user accepts the influence factors of the data business. Through the review and analysis of the related research on the user's acceptance and use of data services, the key factors that affect the user's acceptance of the data business are summarized.
The third chapter is the analysis of the competing decision of the telecom operators in the value chain of the data business. Through the analysis of the related research on the competing relationship between the telecom operators and the service providers and the terminal manufacturers in the data business value chain, the competition decision points in the data business value chain are summarized and summarized, and the establishment of the competition decision points in the data business value chain is summarized and established. The conceptual model of this article.
The fourth chapter is the system dynamics modeling of the concurrence strategy of the data business value chain of telecom operators. Based on the concept model and related theory of the previous chapter, the effect of terminal customization on SP is considered, and the system dynamics model is established for the telecom operation enterprise and customer satisfaction, the telecom operation enterprise and the SP, the terminal merchants. The system's main feedback relations, flow graph structure and typical models in the system are analyzed.
The fifth chapter, taking China Mobile as an example, carries out an empirical study. Through the simulation and control analysis of the competing decision points, the telecom operators are proposed to improve the customer perception and the competing strategies with the SP, the terminal merchants.
The main research results of this paper are summarized as follows:
1. points out the bottleneck of the data business value chain which restricts the development of data business, analyzes the competition and cooperation relationship between telecom operators and SP (service provider) and terminal manufacturers, and sums up the key competing decision points in the value chain of the telecom operators, and builds the telecom operation enterprise on this basis. Industry collaboration SP, terminal providers to enhance customer satisfaction conceptual model.
2. the system dynamics model is established for the competition relationship between telecom operation enterprises and the SP (service provider) and terminal manufacturers in the data business value chain, and the reliability of the model is verified by collecting the actual operation data of China Mobile.
3. through the simulation control analysis, we get the related conclusions of the competing strategy in the data business value chain of the telecom operators, and put forward the corresponding management suggestions for the following three important aspects.
1) improve customer satisfaction strategy for data services: data service value chain management strategy, customer relationship management strategy, data business tariff strategy;
2) the CO opetition strategy of telecom operators and SP: content input strategy, revenue sharing strategy for SP, and cooperative R & D investment strategy with SP;
3) the competing strategies of telecom operators and terminal manufacturers: terminal investment strategy, terminal customization strategy, co development strategy with terminal operators, and incentive strategies for terminal merchants.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

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