绵阳A运营商数据业务收入提升策略研究

发布时间：2018-05-11 16:15

本文选题：数据业务 + 收入提升　；参考：《电子科技大学》2013年硕士论文

【摘要】：随着通信市场格局的变化，3G时代及全业务运营时代的到来，市场竞争加剧，话音产品同质化严重，收益逐渐降低。随着移动互联网时代的到来，客户消费习惯发生改变，流量、音乐等数据业务蓬勃发展，，成为运营商收入增长的重要组成部分。绵阳A运营商是绵阳本地核心通信运营商，自1999年成立以来，客户规模、公司收入均呈现快速增长态势，其中数据业务收入在公司总体收入中的占比已超过20%。但随着“汶川地震”灾后重建结束、3G牌照发放、市场竞争加剧，绵阳A运营商客户增长乏力，话音业务逐渐萎缩，带来的收入逐渐减少。作为国有企业，本着对股东、员工、消费者负责的态度，需要实现企业的进一步成长，促进运营收入的增长。因此当前思考如何促进绵阳A运营商数据业务收入提升值得研究。本文结合绵阳A运营商实际情况，对数据业务发展历史、现状及数据业务收入现状进行研究分析，找到数据业务发展存在的问题；在分析绵阳A运营商数据业务收入提升面临的内外部环境、市场需求等要素后，针对绵阳A运营商数据业务收入提升制定相应的策略。在战略层面，调整组织机构提供组织保障，加强队伍建设提供人才保障，制度流程完善提供机制保障；在战术层面，从产品、价格、渠道、宣传、服务、促销六个方面进行制定具体策略。通过策略的实施，有效的提升了数据业务收入。本文对同类型的地市州或省级运营商具备一定的借鉴指导意义，同时对大型或较大型国有大型骨干型企业下属地市州及省级公司，可作为业务发展的参考借鉴案例。
[Abstract]:With the change of the communication market pattern and the arrival of the 3G era and the full-service operation era, the market competition intensifies, the voice products are homogenized seriously, and the income is gradually reduced. With the arrival of the mobile Internet era, customer consumption habits change, traffic, music and other data services flourish, become an important part of the revenue growth of operators. Mianyang A operator is the local core communication operator in Mianyang. Since the establishment of Mianyang in 1999, customer size and company income have all shown a rapid growth trend, among which data business revenue has accounted for more than 20% of the total revenue of the company. However, with the end of reconstruction after the Wenchuan earthquake, the market competition intensifies, Mianyang A operator customer growth is weak, voice business gradually shrinks, and the revenue is gradually reduced. As a state-owned enterprise, in the attitude of being responsible to shareholders, employees and consumers, it is necessary to realize the further growth of enterprises and promote the growth of operating income. Therefore, how to promote Mianyang A operators data service revenue enhancement is worth studying. According to the actual situation of Mianyang A operator, this paper studies and analyzes the history of data service development, the current situation and the status quo of data service revenue, and finds out the problems existing in the development of data service. After analyzing the internal and external environment and market demand of Mianyang A operator's data service revenue promotion, the corresponding strategy is made for Mianyang A operator's data service revenue promotion. At the strategic level, we should adjust the organizational structure to provide organizational security, strengthen the team building to provide personnel security, perfect the system and process to provide the mechanism guarantee; at the tactical level, from the product, price, channel, propaganda, service, Six aspects of promotion to develop specific strategies. Through the implementation of the strategy, effectively improve the data business revenue. This paper has some reference significance for the same type of prefectural or provincial operators, at the same time, it can be used as a reference case of business development for the large or relatively large state-owned backbone enterprises subordinate to prefectural, municipal, state and provincial companies.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

【参考文献】