基于大数据的通信运营商商业化模型及应用研究

发布时间：2018-08-05 19:30

【摘要】：随着4G通信技术及物联网等技术的广泛应用,传统的运营商逐步从信息技术的领导者走向边缘。大数据时代,制造、消费、信息等各行各业面临整体产业链大变革,通信行业也不例外,三家运营商已经丧失了信息技术领导地位。运营商传统业务难以实现高速增长,管道化趋势明显。互联网相关业务,如大数据应用、云计算VR、直播、物联网等技术发展日新月异,但运营商在互联网业务方面止步不前。运营商拓展互联网市场有良好基础。随着互联网的发展,人们在工作和生活方式上已经接受了电子商务、互联网+的商业模式,为运营商转变传统模式提供了很好的机遇。运营商对客户信息蕴藏的价值应用深度和广度还远远不够。在信息的使用上,运营商还停留在以省、市为单位的简单行为分析、业务宣传或维系,未融合其他行业、商业应用。本论文研究的总目标是基于大数据的运营商商业模式应用研究,在现阶段社会经济发展的基础上,打开通信行业的运营新局面,提高运营商和整体社会经济效率。本文采用文献研究法、调查研究法、比较分析法开展相关研究分析。首先通过对通信运营商电子商务模式的系统研究和分析,发现当前商务模式具有客户规模大、客户信息全和品牌形象可靠的优势,用户的行为已逐渐形成且电子商务产业链趋于完善。但产品复杂性不适合电子商务模式,开放的程度较低,难以形成辐射效应。其次根据客户消费行为模式开展分析,提出了以客户为中心,建立了基于大数据的电子商务架构。即通信运营商在大数据仓库建立的基础上,对传统的运营商商业模式开展模式优化创新。“内部直接应用”模式、“内部挖掘创新”模式、“外部整合应用”模式、“基础设施服务”模式。运营商可以在大数据仓库平台的基础上,同时向广大的运营商客户提供数据云存储,在保证用户数据信息安全的基础上,结合“基础设施服务”商务模式和另外三种商务模式,在数据资产的定量、定性基础上,做到商务模式的融合拓展。在商业模式的优化方面一是要保障客户参与的实施,需要挖掘潜在的用户并进行引导,借助互动式客户关系系统管理客户信息。二是要保证公平开放的平台能力,不仅仅要保证运营商平台能力的开发,更要专注于开放的能力,包括网络资源的开放、业务产品的开放、市场客户服务和运营数据支撑。三是完善当前产品体系,协调不同档次的产品占比,加大生活类应用的开发,提高差异化竞争。四是要进行用户社区化管理。五是改进盈利方式,包括调整收费方式,进行多种模式收费。最后通过运营商在大数据运营方面的成功案例,系统分析了通信运营商如何借助现有的数据资源,通过改进现有平台或建设新的数据运营平台,借助电子商务运营思路,拓展除通信市场以外的各类市场,如旅游、信息等,进而带动现有产品的精准销售、现有消费者的维系、以及新客户、新产品的拓展,形成新的利润点,并且在数据平台的运营过程中,运营商可同步提升在整个通信行业产业链中的作用,形成运营商的核心竞争力和核心地位。通过对通信运营商电子商务模式的优化和客户大数据的整合应用,不仅可以加强现有营销模式的应用,丰富营销推荐方式,提升精准营销的成功率和客户服务效益。同时,通过数据的再挖掘分析和跨行业的应用,进一步拓展电信部门在医疗、卫生、旅游、农业、金融等方面融合业务,形成创新的营销模式和经营模式,增强企业的核心竞争力,促进电信行业的健康持续发展。
[Abstract]:With the wide application of 4G communication technology and Internet of things and other technologies, traditional operators gradually from the leaders of information technology to the edge. Large data age, manufacturing, consumption, information and other industries are facing an overall industrial chain change, and the communication industry is no exception. The three operators have lost the leadership status of information technology. The business is difficult to achieve high speed growth, the pipeline trend is obvious. Internet related business, such as large data applications, cloud computing VR, live broadcast, Internet of things and other technologies are developing rapidly, but operators do not step forward in the Internet business. Operators expand the Internet market has a good foundation. With the development of the Internet, people are working and living. The business model has already accepted the e-commerce, the Internet + business model provides a good opportunity for the operators to change the traditional mode. The operators are far from the depth and breadth of the value applied to the customer's information. In the use of information, the operators still stay in the simple behavior analysis, business promotion or maintenance by the provincial and municipal units. The general goal of this study is to study the business model application based on large data, and on the basis of the current social and economic development, open the new situation of the communication industry and improve the efficiency of the operators and the overall social and economic efficiency. This paper adopts the literature research method, the investigation and research method, the comparative analysis method. First of all, through the systematic research and analysis of the electronic business model of the communication operators, it is found that the current business model has the advantages of large customer scale, full customer information and reliable brand image, the behavior of the user has gradually formed and the e-commerce industry chain is becoming perfect. But the complexity of the product is not suitable for the e-commerce model. Secondly, the degree of openness is low and it is difficult to form the radiation effect. Secondly, according to the customer consumption behavior model, we propose a customer centered e-commerce architecture based on large data. On the basis of the establishment of the large data warehouse, the communication operators carry out the model optimization innovation to the traditional business model of the battalion merchant. Based on the "application" model, "internal mining innovation" model, "external integration application" model, "infrastructure service" model. Operators can provide data cloud storage to the vast number of operators on the basis of large data warehouse platform, on the basis of guaranteeing the security of user data information, combined with "infrastructure services" business. On the basis of quantitative and qualitative data assets, the business mode is integrated and expanded on the basis of quantitative and qualitative data assets. In the optimization of business model, the implementation of customer participation should be guaranteed, the potential users should be excavated and guided, and the customer information is managed with the help of interactive customer relations system. Two is to ensure fair opening. The capability of the platform is not only to ensure the development of the capability of the operator platform, but also to focus on the open capacity, including the opening of network resources, the opening of business products, the market customer service and the operation data support. Three is to improve the current product system, coordinate the proportion of different grades of products, increase the development of life application and improve the difference. The four is to carry out the user community management. Five is to improve the way of profit, including the adjustment of the mode of charge and a variety of mode fees. Finally, through the successful case of the operators in the large data operation, the author systematically analyzes how the communication operators can use the existing data resources to improve the existing platform or to build the new data operation. The platform, with the help of e-commerce operation, expands all kinds of markets other than the communication market, such as tourism, information and so on, and then leads to the accurate sales of existing products, the maintenance of existing consumers, and the development of new customers and new products, and the formation of new profit points. In the operation process of the platform, the operators can synchronize the whole process. The role of the industry chain in the industry has formed the core competitiveness and core status of the operators. Through the optimization of the electronic business model of the communication operators and the integration and application of the large data of the customers, it can not only strengthen the application of the existing marketing mode, enrich the marketing recommendation method, improve the success rate of the accurate marketing and the efficiency of the customer service. Re mining and analysis of data and the application of cross industry, further expand the telecommunications sector in medical, health, tourism, agriculture, finance and other aspects of integration of business, the formation of innovative marketing models and business models, enhance the core competitiveness of enterprises, promote the healthy and sustainable development of the telecommunications industry.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F626;TP311.13

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