成都智能电网移动商业模式创新
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摘要
物联网具有全面感知、可靠传递、智能处理的特点,是互联网的应用延伸和拓展,它把物质世界和电子世界有机连接起来,实现现实世界和虚拟世界的融合。自物联网理念被提出以来,物联网相关技术以及应用方面的研究就从未中断过,而随着基于M2M的人机通信和机机通信技术以及RFID、传感器、智能芯片和无线传输网络射频技术的突飞发展,构建物联网的信息社会已成为全球趋势。
成都智能电网作为典型的物联网大型项目具有一定的可研究性。成都智能电网发展至今已历经四年,随着竞争态势的加剧,成都移动在该业务上的独占优势已经受到了威胁,加之该项目具有很好的市场预期,国家电网公司将持续性投入4万亿用于建设智能电网。故本文探索性的通过商业模式的优化,达到巩固业务持续性发展、提升盈利的目的。
本文首先介绍了商业模式、商业模式创新及物联网的相关概念,结合物联网产业链的构成和智能电网项目的发展背景,对成都地区智能电网未来的发展预期和给成都移动带来的影响进行了阐述。其次,针对成都移动最具有代表性的成都电力智能电网项目进行了概念简述和现状的介绍,并通过现状提出了现有商业模式下存在的四点问题。再次,通过分析自身与竞争对手的优劣势和客户的需求期望及产业链,探索性提出调整现有商业模式的四项措施,在业务单一方面,通过新的产品组合,凸显自身优势;在盈利模式方面,修改单一定价方式,加入融合营销,提升整体黏性;在客户价值方面,紧贴客户需求,建设管理平台,提升客户使用感知;在推广模式方面,结合产业链,提出政府主导与企业主导融合,减轻企业推广压力。最后,对创新的商业模式进行了总结和展望。
The internet of things (IOT) has the characteristics of comprehensive perception, reliable delivery and intelligent processing. It is also considered to be the extension and expansion of the internet in the future. The IOT can realize the integration of the real world and virtual world effectively by linking the material space with the electronic space. The researches of related technologies and applications have never stopped since the conceptions of IOT were proposed. With the great development of technologies which based on the man-machine communication and machine to machine communication (M2M), RFID, sensors, smart chips and radio frequency wireless transmission network, building an information society of IOT has been a global trend.
The Chengdu Smart Grid, as the typical large-scale IOT project, has some research significance. After four years of development, and with the intense competition situation, the advantages of Chengdu Mobile in such business have been threatened. On the other hand, this project has a good market expectation, and State Grid Corporation will continue to invest 4 trillion for the construction of smart grid. Therefore, this thesis tries to reach the purposes of consolidating the development of business and improving profit through innovation of business model.
Firstly, this thesis makes an introduction about the connotation and extension of the IOT, and also analysis and summarizes the applications and operations based on the composition of the IOT’s industrial chain and its development. Thirdly, it makes an introduction about the Smart Grid project of Chengdu Electricity which is of most representation. After that, on the base of the analysis of market demand, market prospect, current cooperation and competition situation, it presents four measures for adjusting the existing business model. On the single aspect of business, highlight the advantages through new product portfolio; on the aspect of profit model, modify single price, and improve the overall viscosity with adding integration marketing; in business promotion, the combination of the government-leading and the enterprise dominant can avoid over-duplicated project and relieve the pressure on business promotion. At last, this thesis takes a summary and outlook of the proposed business model.
成都智能电网作为典型的物联网大型项目具有一定的可研究性。成都智能电网发展至今已历经四年,随着竞争态势的加剧,成都移动在该业务上的独占优势已经受到了威胁,加之该项目具有很好的市场预期,国家电网公司将持续性投入4万亿用于建设智能电网。故本文探索性的通过商业模式的优化,达到巩固业务持续性发展、提升盈利的目的。
本文首先介绍了商业模式、商业模式创新及物联网的相关概念,结合物联网产业链的构成和智能电网项目的发展背景,对成都地区智能电网未来的发展预期和给成都移动带来的影响进行了阐述。其次,针对成都移动最具有代表性的成都电力智能电网项目进行了概念简述和现状的介绍,并通过现状提出了现有商业模式下存在的四点问题。再次,通过分析自身与竞争对手的优劣势和客户的需求期望及产业链,探索性提出调整现有商业模式的四项措施,在业务单一方面,通过新的产品组合,凸显自身优势;在盈利模式方面,修改单一定价方式,加入融合营销,提升整体黏性;在客户价值方面,紧贴客户需求,建设管理平台,提升客户使用感知;在推广模式方面,结合产业链,提出政府主导与企业主导融合,减轻企业推广压力。最后,对创新的商业模式进行了总结和展望。
The internet of things (IOT) has the characteristics of comprehensive perception, reliable delivery and intelligent processing. It is also considered to be the extension and expansion of the internet in the future. The IOT can realize the integration of the real world and virtual world effectively by linking the material space with the electronic space. The researches of related technologies and applications have never stopped since the conceptions of IOT were proposed. With the great development of technologies which based on the man-machine communication and machine to machine communication (M2M), RFID, sensors, smart chips and radio frequency wireless transmission network, building an information society of IOT has been a global trend.
The Chengdu Smart Grid, as the typical large-scale IOT project, has some research significance. After four years of development, and with the intense competition situation, the advantages of Chengdu Mobile in such business have been threatened. On the other hand, this project has a good market expectation, and State Grid Corporation will continue to invest 4 trillion for the construction of smart grid. Therefore, this thesis tries to reach the purposes of consolidating the development of business and improving profit through innovation of business model.
Firstly, this thesis makes an introduction about the connotation and extension of the IOT, and also analysis and summarizes the applications and operations based on the composition of the IOT’s industrial chain and its development. Thirdly, it makes an introduction about the Smart Grid project of Chengdu Electricity which is of most representation. After that, on the base of the analysis of market demand, market prospect, current cooperation and competition situation, it presents four measures for adjusting the existing business model. On the single aspect of business, highlight the advantages through new product portfolio; on the aspect of profit model, modify single price, and improve the overall viscosity with adding integration marketing; in business promotion, the combination of the government-leading and the enterprise dominant can avoid over-duplicated project and relieve the pressure on business promotion. At last, this thesis takes a summary and outlook of the proposed business model.
引文
[1]曹鲁.初探云计算与物联网的“蓝海”[J].通信世界,2010,(07)
[2]陈宝国.推进宽带传感网技术创新加速物联网应用进程[J].世界电信,2009,(12)
[3] 2010年国家电网智能电网发展研究报告.2010.
[4]蒋亚军,贺平,赵会群等.基于EPC的物联网研究综述[J].广东通信技术,2005,(08)
[5]陈锐.物联网——后IP时代国家创新发展的重大战略机遇[J].中国科学院院刊,2010,(01)
[6]刘兆元.物联网业务关键技术与模式探讨. 2009
[7]刘兆元.物联网业务关键技术与模式探讨[J].广东通信技术,2009,(12)
[8]李晓.促进我国物联网产业发展的探讨[J].中国科技投资,2010(6),74-75
[9]马春山. 3G增值业务运营模式和盈利模式的探讨[M].移动通信,2008,3 (上):33
[10]初宝喜.物联世界机遇无限一一大唐电信对于物联网的理解和实践. 2009
[11]宁焕生,张瑜,刘芳丽等.中国物联网信息服务系统研究[J].电子学报,2006,(S1)
[12]彭晓珊.关于物联网技术发展及应用前景的研究[J].汕头科技,2010(1),25-30
[13]乔为国,《商业模式创新》.上海远东出版社. 2009
[14]古丽萍.对于我国物联网应用与发展的思考. 2009
[15]国家发改委、工业与信息化部. 2009一Zon年电子信息产业调整和振兴规划. 2009
[16]国务院.国民经济和社会发展信息化“十一五”规划. 2008
[17]郝文江,武捷.物联网技术安全问题探析[J].信息网络安全,2010(1),49-50
[18]美]斯莱沃斯等著.发现利润区[M](,凌晓东等译).北京:中信出版社,2003 ,8
[19]宁焕生. RFID重大工程与国家物联网(第2版)[M].机械工业出版社,2010
[20]曲成义.物联网的发展态势和前景[J].信息化建设, 2009,(11)
[21]日本信息通信产业主管机关总务省(MIC). u一Japan战略大纲. 2004
[22]邵威,李莉.感知中国——我国物联网发展路径研究[J].中国科技信息,2009,(24)
[23]杨洵.电信运营企业商业模式创新研究:一个分析框架[J].西安邮电学报, 2008,2
[24]杨智文.从互联网和3G看物联网[J].射频世界,2010,(01):12-13
[25]英国研究理事会(RcuK)中国代表处.中国科研体系框架图. 2010
[26]原磊.国外商业模式理论研究评介[J].外国经济与管理, 2007,10
[27]张铎.物联网大趋势[M].清华大学出版社,2010
[28]张福生.物联网:开启全新生活的智能时代(全新修订版)[M].山西人民出版社,2010
[29]张群.对物联网的深度剖析[J].通信企业管理,2010,(01)
[30]张妍.我国发展物联网的挑战及应对之策[J].经营管理者,2010,(06):321
[31]赵海霞.物联网关键技术分析与发展探讨[J].中国西部科技,2010,(14):25-26,43
[32]中国移动.中国移动2010物联网规划. 2010
[33]中国移动内部会议报告. 2010年物联网产业链分析及企业运营模式研究报告. 2010
[34]周洪波.物联网:技术、应用、标准和商业模式[M].电子工业出版社,2010
[35]周晓琼.中国物联网商业模式研究:[硕士学位论文].北京:北京邮电大学, 2010
[36] 2010年中国物联网产业发展研究报告. 2010.
[37]桑建.移动运营商物联网推广模式研究.2011.
[38] Arampatzis, J.Beney, C.H.A.Koster, et al. KUN on the TREC9 Filtering Track: Incrementality, decay,and threshold optimization for adaptive filtering systems[R]. The ninth Text Retrieval Conferenee, Gaithersburg, MD, USA. November9一12,2000
[39] Avi Arampatzis, Andre van Hameren . The Score一Distributional Threshold Optimization for Adaptive Binary Classification Tasks[C]. In:SIGIR'01, New Orleans, Louisiana, USA, 2001: 285～293
[40] CASAGRAS ( Coordination and Support Action for GlobalRFID-related Activities and Standardisation全球RFID运作及标准化协调支持行动)an EU Framework 7 Project(欧盟第七计划).中华人民共和国信息产业部官方网站
[41] Huansheng NING, Na NING. Shenfeng QU.Layered Structure and Management in Internet of Things. 2007
[42] Michael Morris. Minet Schindehutte and Jeffrey Allen. The entrepreneur’s business model: toward a unified perspective [J]. Journal of Business Research, 2005,58(6): 726-735 ????????
[2]陈宝国.推进宽带传感网技术创新加速物联网应用进程[J].世界电信,2009,(12)
[3] 2010年国家电网智能电网发展研究报告.2010.
[4]蒋亚军,贺平,赵会群等.基于EPC的物联网研究综述[J].广东通信技术,2005,(08)
[5]陈锐.物联网——后IP时代国家创新发展的重大战略机遇[J].中国科学院院刊,2010,(01)
[6]刘兆元.物联网业务关键技术与模式探讨. 2009
[7]刘兆元.物联网业务关键技术与模式探讨[J].广东通信技术,2009,(12)
[8]李晓.促进我国物联网产业发展的探讨[J].中国科技投资,2010(6),74-75
[9]马春山. 3G增值业务运营模式和盈利模式的探讨[M].移动通信,2008,3 (上):33
[10]初宝喜.物联世界机遇无限一一大唐电信对于物联网的理解和实践. 2009
[11]宁焕生,张瑜,刘芳丽等.中国物联网信息服务系统研究[J].电子学报,2006,(S1)
[12]彭晓珊.关于物联网技术发展及应用前景的研究[J].汕头科技,2010(1),25-30
[13]乔为国,《商业模式创新》.上海远东出版社. 2009
[14]古丽萍.对于我国物联网应用与发展的思考. 2009
[15]国家发改委、工业与信息化部. 2009一Zon年电子信息产业调整和振兴规划. 2009
[16]国务院.国民经济和社会发展信息化“十一五”规划. 2008
[17]郝文江,武捷.物联网技术安全问题探析[J].信息网络安全,2010(1),49-50
[18]美]斯莱沃斯等著.发现利润区[M](,凌晓东等译).北京:中信出版社,2003 ,8
[19]宁焕生. RFID重大工程与国家物联网(第2版)[M].机械工业出版社,2010
[20]曲成义.物联网的发展态势和前景[J].信息化建设, 2009,(11)
[21]日本信息通信产业主管机关总务省(MIC). u一Japan战略大纲. 2004
[22]邵威,李莉.感知中国——我国物联网发展路径研究[J].中国科技信息,2009,(24)
[23]杨洵.电信运营企业商业模式创新研究:一个分析框架[J].西安邮电学报, 2008,2
[24]杨智文.从互联网和3G看物联网[J].射频世界,2010,(01):12-13
[25]英国研究理事会(RcuK)中国代表处.中国科研体系框架图. 2010
[26]原磊.国外商业模式理论研究评介[J].外国经济与管理, 2007,10
[27]张铎.物联网大趋势[M].清华大学出版社,2010
[28]张福生.物联网:开启全新生活的智能时代(全新修订版)[M].山西人民出版社,2010
[29]张群.对物联网的深度剖析[J].通信企业管理,2010,(01)
[30]张妍.我国发展物联网的挑战及应对之策[J].经营管理者,2010,(06):321
[31]赵海霞.物联网关键技术分析与发展探讨[J].中国西部科技,2010,(14):25-26,43
[32]中国移动.中国移动2010物联网规划. 2010
[33]中国移动内部会议报告. 2010年物联网产业链分析及企业运营模式研究报告. 2010
[34]周洪波.物联网:技术、应用、标准和商业模式[M].电子工业出版社,2010
[35]周晓琼.中国物联网商业模式研究:[硕士学位论文].北京:北京邮电大学, 2010
[36] 2010年中国物联网产业发展研究报告. 2010.
[37]桑建.移动运营商物联网推广模式研究.2011.
[38] Arampatzis, J.Beney, C.H.A.Koster, et al. KUN on the TREC9 Filtering Track: Incrementality, decay,and threshold optimization for adaptive filtering systems[R]. The ninth Text Retrieval Conferenee, Gaithersburg, MD, USA. November9一12,2000
[39] Avi Arampatzis, Andre van Hameren . The Score一Distributional Threshold Optimization for Adaptive Binary Classification Tasks[C]. In:SIGIR'01, New Orleans, Louisiana, USA, 2001: 285～293
[40] CASAGRAS ( Coordination and Support Action for GlobalRFID-related Activities and Standardisation全球RFID运作及标准化协调支持行动)an EU Framework 7 Project(欧盟第七计划).中华人民共和国信息产业部官方网站
[41] Huansheng NING, Na NING. Shenfeng QU.Layered Structure and Management in Internet of Things. 2007
[42] Michael Morris. Minet Schindehutte and Jeffrey Allen. The entrepreneur’s business model: toward a unified perspective [J]. Journal of Business Research, 2005,58(6): 726-735 ????????