融合业务的发展模式及电信企业应用研究
|
摘要
在中国电信运营业重组、3G牌照发放以及三网融合的背景下,中国电信运营企业业务模式发生了重大变化。电信运营商不断推进跨产业融合的实践,与其他产业更多地竞争与合作,跨产业融合业务不断涌现,这些融合业务综合了即时通信功能与娱乐、广播电视、媒体、金融等领域的功能,具有较强的市场吸引力。本文通过文献研究,发现融合业务的兴起即模糊或打破产业边界的过程,最终形成新的商业生态系统。然而,现有文献多从网络功能拓展、电信产业转型、系统空洞角度研究融合业务。本文从产业边界和商业生态系统的角度研究融合业务：(1)融合业务的发展模式,即企业是如何弥补Jeffrey L. Funk (2009)所指的系统空洞；(2)不同产业内部也有不同类型的企业,在以电信企业为核心的商业生态系统中,电信企业应如何与不同企业进行竞争合作；(3)消费者是商业生态系统的重要组成部分,掌握消费者对融合业务偏好的基本规律是做好市场融合的基础。
在产业间关系方面,首先在理论上分析了技术边界、业务边界、市场边界和监管边界,研究日本手机融合业务案例,提出融合业务的三种发展模式：内部化融合、战略型融合、外包型融合。然后,从中国电信运营企业的角度分析了技术边界、业务边界、市场边界和监管边界,发现业务边界、监管边界和市场边界是较难突破的障碍,构建了包含政策许可、电信企业创新能力、市场容量的三维分析框架,并应用该框架分析融合业务的产业融合策略。
在企业间关系方面,本文分析了以电信企业为核心的商业生态系统内娱乐类群落、金融类群落、物联网群落、媒体类群落、互联网群落、ICT群落、终端群落,发现企业在商业生态系统中需要具备与众不同的优势才可以不断发展,这些优势可以分类为：平台优势、许可优势、技术优势、市场优势,并依据不同企业优势,提出相应策略建议。
消费者也是以电信企业为核心的商业生态系统的重要组成部分,本文通过业务偏好聚类分析、消费者忠诚与业务偏好的交叉分析,得出消费者对融合业务偏好具有聚类效应,消费忠诚对融合业务的推广具有促进作用。
In the background of industry reconstruction,3G and the triple play, the business model of the Chinese telecom operators have changed. Carriers are promoting practice of cross-industry integration, and integrated services, which combine the advantage of telecommunication and entertainment, radio and television, media and finance, continue to emerge and have strong market appeal. Through literature review, this paper found that integrated services will blur or break industry boundaries and ultimately format the new business ecosystem. This paper study integrated services from the perspective of industry boundaries and business ecosystem:(1) how for integrated services to blur or break the industry boundaries; (2) on the account that different industries have different types of enterprises, In the telecom carrier's business ecosystem, telecom carrier how to build new relationship with different enterprises; (3) consumers are an important component of the business ecosystem, it is necessary to study basic consumer preferences.
To answer the first question, by the theoretical analysis of the technical boundary, business boundary, supervision boundary and market boundary and a case study of the Japanese mobile phone integrated services, the paper proposed three development models of integrated services:the internal integration, the strategic integration and the outsource integration.. The paper studied the 4 industry boundaries of Chinese industry environment and found that business boundary, supervision boundary and market boundary are difficult to break in current industry situation. With the three-dimensional analytical framework containing industry policy, carrier innovation and market capacity, and the paper applied three development models into Chinese integrated service.
To answer the second question, this paper analyzes the entertainment community, financial community, internet of things community, media community, the Internet community, ICT community within the telecom carrier's business ecosystem. In the study, the paper found that companies in the business ecosystem need to have unique advantages such as platform advantage, licensing advantage, technological advantage and market advantage.
To answer the third question, by cluster analysis and cross analysis, the paper found clustering effect of consumer preference on integrated services and positive relationship between consumer loyalty and consumer preference.
在产业间关系方面,首先在理论上分析了技术边界、业务边界、市场边界和监管边界,研究日本手机融合业务案例,提出融合业务的三种发展模式：内部化融合、战略型融合、外包型融合。然后,从中国电信运营企业的角度分析了技术边界、业务边界、市场边界和监管边界,发现业务边界、监管边界和市场边界是较难突破的障碍,构建了包含政策许可、电信企业创新能力、市场容量的三维分析框架,并应用该框架分析融合业务的产业融合策略。
在企业间关系方面,本文分析了以电信企业为核心的商业生态系统内娱乐类群落、金融类群落、物联网群落、媒体类群落、互联网群落、ICT群落、终端群落,发现企业在商业生态系统中需要具备与众不同的优势才可以不断发展,这些优势可以分类为：平台优势、许可优势、技术优势、市场优势,并依据不同企业优势,提出相应策略建议。
消费者也是以电信企业为核心的商业生态系统的重要组成部分,本文通过业务偏好聚类分析、消费者忠诚与业务偏好的交叉分析,得出消费者对融合业务偏好具有聚类效应,消费忠诚对融合业务的推广具有促进作用。
In the background of industry reconstruction,3G and the triple play, the business model of the Chinese telecom operators have changed. Carriers are promoting practice of cross-industry integration, and integrated services, which combine the advantage of telecommunication and entertainment, radio and television, media and finance, continue to emerge and have strong market appeal. Through literature review, this paper found that integrated services will blur or break industry boundaries and ultimately format the new business ecosystem. This paper study integrated services from the perspective of industry boundaries and business ecosystem:(1) how for integrated services to blur or break the industry boundaries; (2) on the account that different industries have different types of enterprises, In the telecom carrier's business ecosystem, telecom carrier how to build new relationship with different enterprises; (3) consumers are an important component of the business ecosystem, it is necessary to study basic consumer preferences.
To answer the first question, by the theoretical analysis of the technical boundary, business boundary, supervision boundary and market boundary and a case study of the Japanese mobile phone integrated services, the paper proposed three development models of integrated services:the internal integration, the strategic integration and the outsource integration.. The paper studied the 4 industry boundaries of Chinese industry environment and found that business boundary, supervision boundary and market boundary are difficult to break in current industry situation. With the three-dimensional analytical framework containing industry policy, carrier innovation and market capacity, and the paper applied three development models into Chinese integrated service.
To answer the second question, this paper analyzes the entertainment community, financial community, internet of things community, media community, the Internet community, ICT community within the telecom carrier's business ecosystem. In the study, the paper found that companies in the business ecosystem need to have unique advantages such as platform advantage, licensing advantage, technological advantage and market advantage.
To answer the third question, by cluster analysis and cross analysis, the paper found clustering effect of consumer preference on integrated services and positive relationship between consumer loyalty and consumer preference.
引文
7 OnoR., AokiK., " Convergence and New Regulatory Frameworks", Telecommunications Policy,1998 22 (10)
Joseph Bonocore,《电信大趋势》,人民邮电出版社,2002
[1]Ono R., Aoki K. Convergence and New Regulatory Frameworks Telecommunications Policy 1998 22(10) 817-838
[2]Joseph Bonocore陈凯译 电信大趋势 人民邮电出版社 2002 96-125
[3]Funk Jeffrey L. The emerging value network in the mobile phone industry:The case of Japan and its implications for the rest of the world Telecommunications Policy Volume 33 Issues 1-2 2009 4-18
[4]周振华 信息化与产业融合 上海人民出版社 2003 59-60
[5]马健 产业融合理论研究评述 经济学动态 2002(5) 78-81
[6]马健 产业融合与融合产品的需求增长——基于修正的Bass型的分析 当代财经2005(2) 82-87
[7]曾剑秋 网络融合是一个演进的过程 通信企业管理2008 (05) 80-83
[8]谢俐惊,唐守廉细分消费者落实业务融合 中国电信业2009(3) 59-61
[9]丁珂 商业生态系统理论及其在ICT企业的应用研究[学位论文] 北京北京邮电大学2009
[10]熊思炜 2G与3G融合时期的电信运营商业务融合发展策略研究 北京北京邮电大学2010
[11]Alfonso G., Salvmore T. Does technology convergence imply convergence in markets? Evidence from the electric industry Research Policy 1998(27) 445-463
[12]N. Rosenberg Technological Changes in the Machine Tool Industry: 1840-1910 Cambridge University Press 1976 9-31
[13]Nicholas o Negrouponte Competing in the age of digital convergence Harvard Business Press 1997 3-55
[14]Parsons P., Frieden R. The Cable and Satellite Television Industries Allyn and Bacon Press,1998 11
[15]Collis David J., Bane E William, Bradley Stephen P. Winners and losers:Industry structure in the converging world of telecommunications, computing, and entertainment In Yoffie D. B. Competing in the age of Digital Convergence Harvard Business School Press 1997 31-34
[16]Yoffie D. B. Competing in the age of Digital Converge[M]. Harvard Business School Press 1997 5
[17]植草益 信息通讯业的产业融合 中国工业经济 2001 年第2期 24-27
[18]Bore's C., Saurina C., Torres R. Technological convergence:a strategic perspective Technovation(23) 2003 1-13.
[19]Gillwald A. National convergence policy in a globalised world: Preparing South Africa for next generation LINK Public Policy Research Paper 2003 1-5
[20]Greenstein s., T Kharma What does industry mean? in Yoffie ed. Competing in the Age of Digital Convergence[M]. The President and Fellows of Harvard Press 1997
[21]周振华 产业融合：新产业革命的历史性标志 产业经济研究 2003(2)1-10
[22]Stiegiitz N. Industry dynamics and types of market convergence DRUID Summit Conference on "Industrial Dynamics of the New and Old Economy-who is embracing whom?" Copenhagen Elsinore 2002 1-6
[23]Gerum E., Sjurts I., Sfieglitz N. Industry Convergence and the Transformation of the Mobile Communications System of Innovation ITS 15th biennial conference Berlin, Germany 2002 1-20
[24]Alfonso G., Salvmore T. Does technology convergence imply convergence in markets? Evidence from the electric industry Research Policy 1998(27) 445-463
[25]胡汉辉,邢华 产业融合理论以及对我国发展信息产业的其实 中国工业经济2003(2)23-29
[26]何立胜、李世新 产业融合与产业竞争力研究 产业与科技论坛2006(1)55-57
[27]Richard Hooper Convergence and Regulation TIO Conference Melbourne Australia 200013-17
[28]D'aveni Richard A Hypercompetition Free Press 1994 13-57
[29]周振华 产业融合拓展化的过程及其基本含义 社会科学 2004(5) 6-12
[30]Hamel, G., Heene, A. Competence-based Competition John Wiley Press 1994 109-123
[31]罗炜 企业合作创新理论研究 复旦大学出版社2002137-144
[32]朱瑞博 价值模块整合与产业融合 软科学2003(2)80-83
[33]郭鸿雁 产业边界漂移：信息产业合作竞争中的产业融合 改革与战略2008(5) 110-112
[34]Yoffie D.B. Competing in the age of Digital Converge[M]. Harvard Business School Press 1997 4
[35]Alan Cawson Are the new media industries converging? Some observations on the transition from analogue to digital http://www.qmw. ac. uk/~ugtel86/ 2006-4-1
[36]胡树华产品开发预警管理河北科学技术出版社 1999 203
[37]Schirrmeister Frank, Meindland Martin, Krolikoski Stau IP Authoring and Integration for HW/SW Co-Deslgn and Reuse-Lesson Learned Cadence Design Systems Sau Jose, CA USA 2001
[38]郁明华 融合产品的合作开发策略研究[学位论文] 南京 东南大学2006
[39]Stiegiitz N. Industry dynamics and types of market convergence DRUID Summit Conference on "Industrial Dynamics of the New and Old Economy-who is embracing whom?" Copenhagen Elsinore 2002 1-6
[40]黄文波,王浣尘 略论信息阔络聚合经济效应 系统工程理论方法应用2000 9(3) 184-188
[41]Mantena Ravi, Sundararajan Atun Digital Convergence, Product Architecture and Market structure http://pages.stern.nyu.edu/-rmentena/papers/wiseO2abmract. pdf 2005-12-5
[42]Pagani R. The Digital Multimarket www.idea-group, com/downloads/ excerpts/paganichapI. pdf 2006-12-9
[43]Ziesemer Thomas ICT as Technical Change in the Matching and Production Functions of a Pissarides Dixit-Stiglitz model Research Memoranda 022 Maastricht:MERIT Maastricht Economic Research Institute on Innovation and Technology, Vol.82, Iss 1 93-102.
[44]丁珂 商业生态系统理论及其在ICT企业的应用研究[学位论文] 北京北京邮电大学2009
[45]曾勇 信息产业融合与电信企业成长行为的研究[学位论文] 北京 北京邮电大学2006
[46]Funk Jeffrey L. The emerging value network in the mobile phone industry:The case of Japan and its implications for the rest of the world Telecommunications Policy Volume 33 Issues 1-2 2009 4-18
[47]穆尔,竞争的衰亡：商业生态系统时代的领导与战略,北京出版社,1999,17-21.
[48]Sergei Maslov and Kim Sneppen. Specificity and stability in topology of proteins networks. Science.2002
[49]Marco Iansiti, Ray Levien:The Keystone Advantage:What the New Dynamics of Business Ecosystems Mean for Strategy, Innovation, and Sustainability. Harvard Business School Press,2004. pp45-189
Joseph Bonocore,《电信大趋势》,人民邮电出版社,2002
[1]Ono R., Aoki K. Convergence and New Regulatory Frameworks Telecommunications Policy 1998 22(10) 817-838
[2]Joseph Bonocore陈凯译 电信大趋势 人民邮电出版社 2002 96-125
[3]Funk Jeffrey L. The emerging value network in the mobile phone industry:The case of Japan and its implications for the rest of the world Telecommunications Policy Volume 33 Issues 1-2 2009 4-18
[4]周振华 信息化与产业融合 上海人民出版社 2003 59-60
[5]马健 产业融合理论研究评述 经济学动态 2002(5) 78-81
[6]马健 产业融合与融合产品的需求增长——基于修正的Bass型的分析 当代财经2005(2) 82-87
[7]曾剑秋 网络融合是一个演进的过程 通信企业管理2008 (05) 80-83
[8]谢俐惊,唐守廉细分消费者落实业务融合 中国电信业2009(3) 59-61
[9]丁珂 商业生态系统理论及其在ICT企业的应用研究[学位论文] 北京北京邮电大学2009
[10]熊思炜 2G与3G融合时期的电信运营商业务融合发展策略研究 北京北京邮电大学2010
[11]Alfonso G., Salvmore T. Does technology convergence imply convergence in markets? Evidence from the electric industry Research Policy 1998(27) 445-463
[12]N. Rosenberg Technological Changes in the Machine Tool Industry: 1840-1910 Cambridge University Press 1976 9-31
[13]Nicholas o Negrouponte Competing in the age of digital convergence Harvard Business Press 1997 3-55
[14]Parsons P., Frieden R. The Cable and Satellite Television Industries Allyn and Bacon Press,1998 11
[15]Collis David J., Bane E William, Bradley Stephen P. Winners and losers:Industry structure in the converging world of telecommunications, computing, and entertainment In Yoffie D. B. Competing in the age of Digital Convergence Harvard Business School Press 1997 31-34
[16]Yoffie D. B. Competing in the age of Digital Converge[M]. Harvard Business School Press 1997 5
[17]植草益 信息通讯业的产业融合 中国工业经济 2001 年第2期 24-27
[18]Bore's C., Saurina C., Torres R. Technological convergence:a strategic perspective Technovation(23) 2003 1-13.
[19]Gillwald A. National convergence policy in a globalised world: Preparing South Africa for next generation LINK Public Policy Research Paper 2003 1-5
[20]Greenstein s., T Kharma What does industry mean? in Yoffie ed. Competing in the Age of Digital Convergence[M]. The President and Fellows of Harvard Press 1997
[21]周振华 产业融合：新产业革命的历史性标志 产业经济研究 2003(2)1-10
[22]Stiegiitz N. Industry dynamics and types of market convergence DRUID Summit Conference on "Industrial Dynamics of the New and Old Economy-who is embracing whom?" Copenhagen Elsinore 2002 1-6
[23]Gerum E., Sjurts I., Sfieglitz N. Industry Convergence and the Transformation of the Mobile Communications System of Innovation ITS 15th biennial conference Berlin, Germany 2002 1-20
[24]Alfonso G., Salvmore T. Does technology convergence imply convergence in markets? Evidence from the electric industry Research Policy 1998(27) 445-463
[25]胡汉辉,邢华 产业融合理论以及对我国发展信息产业的其实 中国工业经济2003(2)23-29
[26]何立胜、李世新 产业融合与产业竞争力研究 产业与科技论坛2006(1)55-57
[27]Richard Hooper Convergence and Regulation TIO Conference Melbourne Australia 200013-17
[28]D'aveni Richard A Hypercompetition Free Press 1994 13-57
[29]周振华 产业融合拓展化的过程及其基本含义 社会科学 2004(5) 6-12
[30]Hamel, G., Heene, A. Competence-based Competition John Wiley Press 1994 109-123
[31]罗炜 企业合作创新理论研究 复旦大学出版社2002137-144
[32]朱瑞博 价值模块整合与产业融合 软科学2003(2)80-83
[33]郭鸿雁 产业边界漂移：信息产业合作竞争中的产业融合 改革与战略2008(5) 110-112
[34]Yoffie D.B. Competing in the age of Digital Converge[M]. Harvard Business School Press 1997 4
[35]Alan Cawson Are the new media industries converging? Some observations on the transition from analogue to digital http://www.qmw. ac. uk/~ugtel86/ 2006-4-1
[36]胡树华产品开发预警管理河北科学技术出版社 1999 203
[37]Schirrmeister Frank, Meindland Martin, Krolikoski Stau IP Authoring and Integration for HW/SW Co-Deslgn and Reuse-Lesson Learned Cadence Design Systems Sau Jose, CA USA 2001
[38]郁明华 融合产品的合作开发策略研究[学位论文] 南京 东南大学2006
[39]Stiegiitz N. Industry dynamics and types of market convergence DRUID Summit Conference on "Industrial Dynamics of the New and Old Economy-who is embracing whom?" Copenhagen Elsinore 2002 1-6
[40]黄文波,王浣尘 略论信息阔络聚合经济效应 系统工程理论方法应用2000 9(3) 184-188
[41]Mantena Ravi, Sundararajan Atun Digital Convergence, Product Architecture and Market structure http://pages.stern.nyu.edu/-rmentena/papers/wiseO2abmract. pdf 2005-12-5
[42]Pagani R. The Digital Multimarket www.idea-group, com/downloads/ excerpts/paganichapI. pdf 2006-12-9
[43]Ziesemer Thomas ICT as Technical Change in the Matching and Production Functions of a Pissarides Dixit-Stiglitz model Research Memoranda 022 Maastricht:MERIT Maastricht Economic Research Institute on Innovation and Technology, Vol.82, Iss 1 93-102.
[44]丁珂 商业生态系统理论及其在ICT企业的应用研究[学位论文] 北京北京邮电大学2009
[45]曾勇 信息产业融合与电信企业成长行为的研究[学位论文] 北京 北京邮电大学2006
[46]Funk Jeffrey L. The emerging value network in the mobile phone industry:The case of Japan and its implications for the rest of the world Telecommunications Policy Volume 33 Issues 1-2 2009 4-18
[47]穆尔,竞争的衰亡：商业生态系统时代的领导与战略,北京出版社,1999,17-21.
[48]Sergei Maslov and Kim Sneppen. Specificity and stability in topology of proteins networks. Science.2002
[49]Marco Iansiti, Ray Levien:The Keystone Advantage:What the New Dynamics of Business Ecosystems Mean for Strategy, Innovation, and Sustainability. Harvard Business School Press,2004. pp45-189