中国联通承包H集团信息与通信服务案例研究

发布时间：2018-05-22 13:31

本文选题：服务外包 + 承接方　；参考：《中国海洋大学》2012年硕士论文

【摘要】：自上个世纪90年代我国的通信产业大发展以来，固网通信业务一度以数倍于GDP增长的速度突飞猛进。然而近几年来增速大幅放缓，甚至出现倒退，说明传统通信业正在由发展的鼎盛期向衰退期转变，固网的传统话音业务不仅遭受移动通信的不断吞噬，同时受到来自VoIP、即时通信等业务的威胁。在移动化和网络化的双重影响下，传统的固网话音市场显著下滑。全业务运营将中国移动、中国电信和中国联通三家运营商的竞争引入白热化，，相互之间的竞争已深入渗透到业务产品、网络资源等各个方面，相互层层紧逼，陷入了恶性价格战的局面。随着这种愈演愈烈的竞争以及传统电信业务日益饱和萎缩，通信运营商都在经营传统电信业务基础上大力推进业务转型，开拓新的业务模式和盈利空间。中国联通承接H集团的通信服务外包案例是通信行业第一例全国范围的外包服务实践，是联通作为传统固定网络运营商突破重围的关键举措，涉及观念、技术、网络、体制、服务、管理和组织结构等方方面面。从承接方的视角对战略决策过程以及实施过程进行研究，分析其中成败得失，将对各行业开展类似业务具有非常重要的借鉴和指导意义。笔者在工作中直接参与了中国联通在H集团的信息与通信服务实施过程，具有较多的第一手材料和经验体会。在本研究中试图以战略的决策、实施过程为主线，运用定量分析的方法，从市场定位、差异化竞争的角度，研究中国联通开展外包服务的决策过程，分析信息与通信服务的外包给外包方和承接方带来哪些效益，从承接方的角度分析通信运营商应怎样做好通信外包服务。中国联通承接企业通信服务外包是在当前国内外政治、经济、社会等宏观环境下进行业务转型、开拓新的盈利模式的正确选择。开展承接通信服务外包业务，是中国联通应对行业内日趋激烈的业务竞争的有效方法，是发挥内部资源优势、建立差异化竞争力的重要途径。中国联通发挥出在通信网络上的资源优势，依托专业的通信服务运营经验，把服务范围延伸到用户内部的通信网络和信息系统，给用户提供端到端的综合信息与通信服务，将能够在稳定通信收入基础上更紧密的绑定用户，建立起长期的竞争优势。通过对中国联通承接H集团通信服务外包案例的研究可以看出，通信运营商开展承接通信服务外包业务是正确的战略决策，然而若要做好通信外包服务的实施工作、成功打造服务转型的新业务模式，仍需要在一些方面做出改进。一是在体系架构方面，需从集团层面设立专门的组织管理部门，在全国范围建起统一指挥、协调机制；二是优化人才引入机制，引进满足服务实施要求的专业人才，并通过外包实践积累经验；三是加强通信外包服务与传统通信业务的整合，一方面给用户带来便利、创造价值，同时通过整合提升自身的综合服务能力，建立产品竞争优势；四是聚焦重点用户、重点应用，分批次合理开发用户，伴随着服务能力的提升，稳步承接大客户的通信服务外包，创造效益、建立服务品牌并稳定发展。
[Abstract]:Since the great development of China's communications industry in the 90s of last century, the business of fixed network communications has doubled in the speed of GDP growth. However, in recent years, the growth rate has slowed sharply and even reversed. It shows that the traditional communication industry is changing from the prosperous period of its development to the recession, and the traditional voice service of the fixed network is not only subjected to mobile communication. The constant phagocytosis of the letter is threatened by the business of VoIP and instant messaging. Under the dual influence of mobile and networking, the traditional fixed network voice market has declined significantly. The competition of three operators of China Mobile, China Telecom and China Unicom has been whiteled, and the competition between each other has penetrated into business. As the products, network resources and so on, they are pressed into the situation of vicious price war. With this increasingly fierce competition and the increasing saturation of traditional telecommunication business, the telecom operators are vigorously promoting business transformation and opening new business models and profit space on the basis of the traditional telecom business. The case of H group's communication service outsourcing is the first example of a nationwide outsourcing service practice in the communication industry. It is the key measure to break through the heavy encirclement by the traditional fixed network operators. It involves the concept, technology, network, system, service, management and organizational structure. The process and Implementation of the strategic decision-making process from the perspective of the undertaking party. Process research and analysis of success or failure will be very important reference and guidance for similar businesses in various industries.
In the work, the author directly participates in the implementation process of China Unicom's information and communication service in H group, and has more first-hand materials and experience. In this study, we try to use the strategic decision making, the implementation process as the main line, and use the quantitative analysis method to study the outsourcing of China Unicom from the point of view of market positioning and differential competition. The decision process of service is made to analyze the benefits of outsourcing to the outsourced and receiving parties, and analyze how the communication operators should do well in the communication outsourcing service from the perspective of the receiver.
China Unicom's undertaking of enterprise communication service outsourcing is the correct choice of business transformation under the macro environment of politics, economy and society at home and abroad. To carry on the service outsourcing business is an effective way to deal with the increasingly fierce business competition in the industry, and to give full play to the advantages of internal resources, China Unicom plays an important role in the differentiation competitiveness. China Unicom plays a resource advantage on the communication network, relying on the professional communication service operation experience, extending the service range to the communication network and information system inside the user, providing end-to-end integrated information and communication service to the users, and will be able to be more stable on the basis of stable communication income. Tightly binding users and building long-term competitive advantages.
Through the study of the case of China Unicom to undertake H group's communication service outsourcing, it can be seen that it is the correct strategic decision to carry on the communication service outsourcing business by the communication operators. However, if we have to do a good job in implementing the communication outsourcing service and successfully create a new business model of service transformation, it is still necessary to make improvements in some aspects. In the aspect of system architecture, we need to set up a special organization and management department from the group level and build unified command and coordination mechanism throughout the country; two is to optimize the introduction mechanism of talents, introduce professionals to meet the requirements of service implementation, and accumulate experience through outsourcing practice, and the three is to strengthen the integration of communication outsourcing service and traditional communication business. On the other hand, it brings convenience to users, creates value, and improves its comprehensive service ability through integration, and establishes competitive advantage of products. Four is focusing on key users, focusing on application, developing users reasonably in batch, with the promotion of service ability, steadily undertaking the communication service outsourcing of large customers, creating benefits, establishing service brand and stabilizing Make sure to develop.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626

【参考文献】