河南网通网络冲印业务市场与运作研究

发布时间：2018-06-27 01:16

本文选题：网络冲印 + 商业模式　；参考：《北京邮电大学》2008年硕士论文

【摘要】： 对于电信运营商而言,只提供电信基础服务即语音时代已经过去,电信运营商已经进入多元化经营时代。电信运营商已经从通信基础服务提供商开始向综合信息服务提供商转型。电信运营商价值链发展成从过去只有设备制造商、电信运营商、终端用户三个环节延长到包括通信服务提供商、内容服务提供商、应用与集成服务提供商、金融服务提供商、终端设备提供商、用户多环节的新型产业链。提供通信基本业务是电信运营商的职能,而增值业务特别是互联网增值业务将是电信运营商获得持续增长的关键因素,增值业务在不断的创新和发展中,需要采用新型的商务模式。电子商务为电信运营商的转型带来了契机。网络冲印业务是近年互联网上开展的一项增值业务,它是以互联网技术和通信技术为基础,将数码照片的冲印服务及相关产品的销售数字化。消费者借助终端设备,可自助定购产品、获取服务。本文从电子商务运作的角度,首先对互联网增值业务——网络冲印业务的市场环境进行分析和评估,然后通过对电子商务用户的行为特点进行了细致的剖析,在此基础上提出网络冲印业务的目标客户群及影响网络冲印业务发展的主要因素。在对河南网通内部组织机构及网络情况分析的基础上,结合河南网通网络冲印业务前期试用效果,运用SWOT分析方法对河南网通开展网络冲印业务进行了评估,得出河南网通具有开展该项业务的独特优势的结论。为了使网络冲印网站得到良好的运营效果,根据电子商务运作中需要考虑的商业模式、流程设计及网络营销策略三方面内容对“商都冲印”展开详细分析,分别从产品、定价、渠道和促销等几方面制定了河南网通网络冲印业务组合营销策略。产品方面,针对目前处于业务导入阶段的特点,提出采取服务策略,引入QQ客服,完善售前、售中、售后服务。定价方面,为了培养用户消费习惯,迅速开拓市场,定价采取低价格渗透战略。渠道方面,在借鉴固话、小灵通、宽带的渠道营销经验的基础上,整合资源,采取以网上直销为主,同时利用营业厅、社区经理营销渠道为辅的组合营销渠道策略,使得网络冲印业务客户群自熟悉网络操作的客户辐射到不懂电脑操作的客户。促销方面,灵活组合运用广告、公共关系、人员促销、业务演示等多种营销传播方式。力求塑造技术领先的公司形象、宣传和促销差异化的服务。
[Abstract]:For telecom operators, the era of voice service has passed, and telecom operators have entered the era of diversification. Telecom operators have started to transform from basic service providers to integrated information service providers. The value chain of telecom operators has been extended from only equipment manufacturers, telecom operators and end users to include communication service providers, content service providers, application and integration service providers, and financial service providers. Terminal equipment provider, user multi-link new industry chain. It is the function of telecom operators to provide basic communication services, and value-added services, especially Internet value-added services, will be the key factor for telecom operators to achieve sustained growth, and value-added services are constantly innovating and developing. New business models are needed. E-commerce brings an opportunity for the transformation of telecom operators. Network print service is a value-added service developed on the Internet in recent years. It is based on Internet technology and communication technology to digitize the sales of digital photo printing service and related products. Consumer with terminal equipment, can self-order products, access to services. This paper analyzes and evaluates the market environment of Internet value-added service, the network print service, from the perspective of e-commerce operation, and then makes a detailed analysis of the behavior characteristics of e-commerce users. On this basis, the target customer group of network print business and the main factors influencing the development of network print business are put forward. Based on the analysis of the internal organization and network situation of Henan Netcom, combined with the preliminary trial effect of Henan Netcom's network printing business, the SWOT analysis method is used to evaluate the network printing business of Henan Netcom. The conclusion that Henan Netcom has the unique advantage of carrying out this business. In order to make the network print website get good operation effect, according to the business model, the process design and the network marketing strategy that need to be considered in the operation of electronic commerce, the paper carries out a detailed analysis of the "commercial capital print", respectively from the product, pricing, etc. Channels and sales promotion and other aspects of the development of Henan Netcom network print business combination marketing strategy. In terms of products, in view of the characteristics of the current business introduction stage, this paper puts forward the adoption of service strategy, the introduction of QQ customer service, the improvement of pre-sale, in-sale, after-sales service. Pricing, in order to cultivate consumer habits, quickly open up the market, pricing low-price penetration strategy. In terms of channels, on the basis of the experience of channel marketing in fixed-line, PHS, and broadband, we should integrate resources and adopt a combination marketing channel strategy, which is mainly based on direct selling on the Internet, and at the same time uses the sales hall and community manager's marketing channel as a supplement. Network printing business customers from familiar with network operations to customers who do not understand computer operations. Promotion, flexible combination of advertising, public relations, personnel promotion, business presentations and other marketing communication methods. Strive to create a leading technology company image, promotion and promotion of differentiated services.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F626

【引证文献】