摘要
通信行业随着国有大型企业改革的深入进行,中国联通、中国移动、中国电信、中国网通、中国铁通,这五家网络运营商已经整合为中国联通、中国移动、中国电信三家运营公司。其中,中国联通的CDMA网络出售给中国电信,同时与中国网通合并,中国移动与中国铁通合并。重组完成后,三家公司都具有移动网络,固定电话网络,互联网网络,可以同时向用户提供—揽子的网络解决方案。
通信行业间常年的单一业务的“单打独斗”使得同一个用户使用着不同公司的产品,各公司整合后为了稳定现有用户,同时替代同一用户的其它网络产品,竞相推出新的组合产品。“融合产品”这一新鲜的名词也随着通信行业的整合应运而生。由于三家通信公司没有融合产品的设计和营销经验不足,融合产品还不能很好的适应市场的需求,因此尽快拿出适应市场需求的融合产品和营销方案,是各公司迫在眉睫的大事,也是能否又好又快的发展公司的大事。
中国联通洛阳分公司(以下简称洛阳联通)是由原联通和原网通于2008年10月合并而成,公司在固网业务和互联网也方面有着绝对的优势市场份额达到90%,而移网业务占市场份额的28%。公司能否尽快通过融合业务稳定固网业务,同时扩大移网业务市场份额,提升公司的核心竞争力,是公司目前的首要任务。因此,设计的融合产品及配套的营销措施是否适应市场竞争,是关系到稳定现有公司利润来源和提升公司利润的两件大事。总的来说融合业务就是关系到公司今后的稳定和发展。
本文以洛阳联通融合业务设计与营销优化为研究对象,在对公司整体的调研和具体实践的基础上,运用理论分析的研究方法,使用SWOT工具和归纳分析的方法,设计和优化了融合业务在工作中的解决方案,经过一定时期的检验,得到了相对理想的效果,对整个通信行业融合业务的发展具有相对的参考价值。
With the deepening reform of china's large state-owned enterprise, China's Communications industry: China Unicom, China Mobile, China Telecom, China Netcom, and China Railcom, the five network operators have been integrated as China Unicom, China Mobile, China Telecom, three operating companies. Among them, China Unicorn's CDMA network was selling to China Telecom, and merged with China Netcom, China Mobile and China Railcom merged. After Restructuring was completed, the three companies all have a mobile network, fixed telephone network, Internet network; and simultaneously provide users with a package of network solutions.
Since those years, the single service of communications industry makes the same user using different products from different companies; After the merger of the company , in order to stabilize the existing users, while replace the other networks used by the same user, they started to produce a new product: combined products, "combined products," the new term has emerged as the integration of the communications industry. As the integration of three communications companies without experience in product design and marketing deficiencies, combined products also are not well adapted to market demand, so as soon as possible to come up to meet the market demand for integrated products and marketing programs, is the company's imminent event, but also the event which related to the sound and rapid development of the company'.
China Unicom Luoyang Branch (hereinafter referred to Luoyang Unicom) was merged by former Unicom and Netcom. in October 2008, the company has an absolute advantage in the fixed-line business and the Internet which was taken the market share of 90%, while net services only taken the market share of 28%. Whether or not the Company could stabilize 's ability to stabilize fixed-line business through the integration of services as soon as possible, while expanding the market share of mobile network services, to enhance the company's core competitiveness, is the company's top priority. Therefore, the integration of product design and supporting marketing measures to adapt to market competition is related to the stability of existing sources of corporate profits and could enhance the profits of the company. Overall convergence business is related to the company's future stability and development.
In this paper, the design and.marketing services to optimize convergence of Luoyang Unicom was the object of the research, which was based on the company's overall research and concrete practice, use research methods of theoretical analysis, using the SWOT tools and inductive analysis methods, designed and optimized the solution of convergence business work, after a certain period of testing, has been shown relatively satisfactory .results, which makes convergence business development has a reference value.
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