移动电子商务—中国联通增值业务发展策略
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摘要
随着移动通信网络的迅速发展,运营商之间的竞争日渐加剧。为了争夺用户,在运营商之间基本业务服务质量相差不大的情况下,迅速地提供丰富、新颖、切合用户需要的移动增值业务就成为运营商生存和发展的必经之路。近几年,中国的通信企业竞争日趋激烈。特别是以中国联通和中国移动为主的移动通信市场已呈现中国移动一家独大,通话费用低廉的局面。中国联通增值业务的发展也面临严峻的形势,增值业务发展的机会在哪里?究竟该采取什么战略方案才能保持联通增值业务的可持续发展?成为本文试图去努力解答的问题。基于此想法,笔者利用业内工作经历,通过翔实的资料搜集和实例考证,力图将所学习的电子商务、战略管理和市场营销等理论知识付诸实践,完成了本篇论文。
首先,本文简要的介绍了中国联通和内蒙联通的公司和业务情况,并介绍了中国联通通过CDMA网络开发的多项增值业务的发展情况。其次,充分运用PEST环境分析、波特五力竞争模型和SWOT企业分析等战略分析方法,重点深入地研究了中国联通面临的竞争环境,确定了新形势下中国联通的优势、机遇、挑战和问题。再次,详细介绍了中国联通已经开展的一些移动电子商务的实际业务,以及将互联网上成功的电子商务模式移植到移动终端上来的业务模式。最后,针对以上分析和业务模式,笔者结合近年来在中国联通的工作经验,有的放矢地提出了中国联通今后发展电子商务型增值业务的一些战略措施,以期望为中国联通增值业务的可持续发展提供一些有益的新思路。
With the mobile communications network is developing rapidly, the competition among carriers has been gradually intensifying. To scramble for customers between operators in basic business service quality similar to that situation, the rapid delivery of rich, innovative to meet the needs of users on mobile value-added service operators become the only way for survival and development. In recent years, China's elecommunications business is becoming increasingly fierce. Especially on the China Unicom and China Mobile-based mobile communications market has become a monopoly of China Mobile, calls low-cost situation. China Unicom's value-added business is also faced severe situation, the development of value-added business opportunities where? What is the strategic program EDI value-added services to maintain the sustainable development? As efforts to try to answer this question. Based on this idea, the author of the industry work experience through detailed and accurate data collection and examples of research, trying to study of e-commerce, strategic management and marketing, and other theoretical knowledge into practice and completed this paper.
First, this paper introduces China Unicom and Inner Mongolia Unicom Corporation and the business situation and on China Unicom CDMA network through the development of a number of value-added business development. Secondly, the environment and make full use of PEST analysis, Porter 5 of the competition model and SWOT analysis, strategic business analysis methods, focusing on in-depth study of the China Unicom facing competitive environment, identified under the new situation, China Unicom advantages, opportunities, challenges and problems. Again, details on China Unicom has already started moving some of the actual business e-commerce, and to the success of e-commerce on the Internet to mobile terminals transplantation model of the business model. Finally, in view of the above analysis and business model, the author in recent years with China Unicom work experience, purposefully raised China Unicom future development of e-commerce development of a number of value-added business strategies to the expectations of China Unicom's value-added services can be sustainable development provide some useful new ideas.
首先,本文简要的介绍了中国联通和内蒙联通的公司和业务情况,并介绍了中国联通通过CDMA网络开发的多项增值业务的发展情况。其次,充分运用PEST环境分析、波特五力竞争模型和SWOT企业分析等战略分析方法,重点深入地研究了中国联通面临的竞争环境,确定了新形势下中国联通的优势、机遇、挑战和问题。再次,详细介绍了中国联通已经开展的一些移动电子商务的实际业务,以及将互联网上成功的电子商务模式移植到移动终端上来的业务模式。最后,针对以上分析和业务模式,笔者结合近年来在中国联通的工作经验,有的放矢地提出了中国联通今后发展电子商务型增值业务的一些战略措施,以期望为中国联通增值业务的可持续发展提供一些有益的新思路。
With the mobile communications network is developing rapidly, the competition among carriers has been gradually intensifying. To scramble for customers between operators in basic business service quality similar to that situation, the rapid delivery of rich, innovative to meet the needs of users on mobile value-added service operators become the only way for survival and development. In recent years, China's elecommunications business is becoming increasingly fierce. Especially on the China Unicom and China Mobile-based mobile communications market has become a monopoly of China Mobile, calls low-cost situation. China Unicom's value-added business is also faced severe situation, the development of value-added business opportunities where? What is the strategic program EDI value-added services to maintain the sustainable development? As efforts to try to answer this question. Based on this idea, the author of the industry work experience through detailed and accurate data collection and examples of research, trying to study of e-commerce, strategic management and marketing, and other theoretical knowledge into practice and completed this paper.
First, this paper introduces China Unicom and Inner Mongolia Unicom Corporation and the business situation and on China Unicom CDMA network through the development of a number of value-added business development. Secondly, the environment and make full use of PEST analysis, Porter 5 of the competition model and SWOT analysis, strategic business analysis methods, focusing on in-depth study of the China Unicom facing competitive environment, identified under the new situation, China Unicom advantages, opportunities, challenges and problems. Again, details on China Unicom has already started moving some of the actual business e-commerce, and to the success of e-commerce on the Internet to mobile terminals transplantation model of the business model. Finally, in view of the above analysis and business model, the author in recent years with China Unicom work experience, purposefully raised China Unicom future development of e-commerce development of a number of value-added business strategies to the expectations of China Unicom's value-added services can be sustainable development provide some useful new ideas.
引文
1、《电子商务及其在电信行业中的应用》,胡桃、吕廷杰、尹涛编著,浙江大学出版社
2、《公司战略教程》,[英]Gerry Johnson、Kevan Scholes,华夏出版社
3、《第五媒体原理》,章晓渝、蔡、张磊,人民邮电出版社、
4、《3G时代无线增值业务的机遇和挑战》,章晓渝
5、《移动电子商务业务的发展》,周德群 凌馨
6、《手机二维条码业务发展分析》,黄林 覃和仁
7、《手机电视的技术发展》,韩洋
8、《移动搜索应该涵盖“搜索+信息+电子商务”》,李井乐
9、2006年中国联通内蒙古分公司增值业务经营情况
10、http://www.cww.net.cn/
11、http://www.cnttr.com/
12、http://www.mosww.com/
13、http://www.51report.com/
14、http://bbs.tong-xin.com/
15、http://www.mc21st.com/
16、http://www.soft6.com/
2、《公司战略教程》,[英]Gerry Johnson、Kevan Scholes,华夏出版社
3、《第五媒体原理》,章晓渝、蔡、张磊,人民邮电出版社、
4、《3G时代无线增值业务的机遇和挑战》,章晓渝
5、《移动电子商务业务的发展》,周德群 凌馨
6、《手机二维条码业务发展分析》,黄林 覃和仁
7、《手机电视的技术发展》,韩洋
8、《移动搜索应该涵盖“搜索+信息+电子商务”》,李井乐
9、2006年中国联通内蒙古分公司增值业务经营情况
10、http://www.cww.net.cn/
11、http://www.cnttr.com/
12、http://www.mosww.com/
13、http://www.51report.com/
14、http://bbs.tong-xin.com/
15、http://www.mc21st.com/
16、http://www.soft6.com/