中小型宽带网运营商发展战略研究
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摘要
随着技术的进步和互联网经济在全球范围内的高速发展，宽带网是继?COM"泡沫"破灭后互联网产业的又一热点。新千年开始，全国各地各类投资商纷纷拆巨资"跑马圈地"，以期在市场份额上抢占宽带网市场领先地位，但是当这些"巨额现金'堆成'的网络线路面向用户时，市场并没有给投资商们预期的回报，宽带网运营商不仅投资回收遥遥无期，还要继续烧掉大量的现金去维持网络的正常运行，大批中小型宽带网运营商苦苦支撑，有的甚至濒临破产。
作为一个新兴产业，从长远角度看宽带网无疑有美好的市场前景，但作为一个新兴产业的先驱，中小型宽带网运营商该如何处理短期困境和长远利益之间的矛盾，如何有效地进行产品推广，如何面对产业中激烈的竞争，实现可持续发展是整个业界亟待解决的问题。
本文运用战略管理理论中战略管理模型、价值链、盈亏平衡点、五种竞争力模型、新兴产业战略管理、市场营销学等思想理论和方法，对宽带网产业内外环境（包括技术、竞争状况、市场状况等）进行详细分析，总结了中小型宽带网运营商在市场营销、资源配置、经营成本、产品结构、政策管制等几个方面的优劣势，并析出其中的关键因素，运用大战略矩阵、SWOT分析矩阵，提出中小型宽带网运营商一进一退两种截然不同的发展战略，即“渐进式退出”策略和“一体化”策略。其中在退出策略中设计了中小型宽带网的“渐进式退出模型”；“一体化”策略包括了横向一体化、纵向一体化和相关多元化，在“一体化”策略实施问题上着重讨论宽带网运营商如何运用需求差别定价法重新制定接入服务的价格体系从而改善产品推广窘况，如何优化服务和销售业务流程建立CRM系统缔造中小型运营商的核心竞争力从而改变自身在竞争中的不利状况。
本文同时引用了经济学中交易理论、价格歧视理论、规模经济理论的部分内容对宽带网行业相关现象和观点进行解释，以证明相应战略的可行性。
With the progress of technology and developing of Internet economy in the world, the BroadBand network becomes another hotspot in Internet field When the foam of .com comes to almost nil.With the beginning of New Thousand Year,hot waves of the Broad Band surge throughout the country,sorts of investors come and make huge expenses in a constinuous stream to make a majority of marketing lot and lead up the position of Broad Band market.However,when the net circuity,which is based on huge numbers of cash,is facing the consumers,market really does not redound upon the investors inexpection. Broadband Network Providers are not only in far-off-term of investigation callback,but have to continue burning off huge numbers of cash to maintain well-balanced run of network.Lots of small-and-medium sized providers suffer a lot from such hard situation,some of whom are even on the verge of bankruptcy.
As a burgeoning industry,Without question, The Broadand field is of capacious forground.As a forerunner, how to deal with the conflict between the current lurch and the long-term benefit by the small-and-medium sized Broadband Network Providers,how to carry out effective action in product popularizing,how to face the drastic competition,how to realize durative devolopment,those problems need to be settled in short time.
This text firstly wields theories and ploys as strategical administration matrix, balance-point of profit and loss,five competitory models and burgeoning strategical administr ation,which is to make a comparatively embedded analysis on Broadband inside-and-out side condition including technical level,consumer characters,competitive status and mark eting status,etc,to bring forward available correspondence hypothesis of consumere and to put forward two ways-out for small-and-medium sized Providers by SWOT matrix and big strategy matrix.One is Gradualism Retreat Tactic.Considering the particularity of BroadBand Network industry,this text gives the design of Gradualism Retreat Pattern.The other is Incorporate Strategy of scale domino and much more effective negotiationchip.Especially,this text puts emphasis on discussion of Incorporate implement methods,proposing to adopt the way of demanding contrast prise-fixing and output pluralism of products so as to induce the consumers to cut down marketing breeding periodicity,use CRM to establish core competity for small-and-medium sized providers and simultaneously lay a foundation of next commingle dealing in this field.
Meanwhile,this text cites economics theory of exchanging,price discrimination theory,part of scale ecomonic theories,on which detailed explanations are made of relevant economic phenomenon and viewpoints of Wide Band field,with which to proof feasibility and reference of corresponding strategy.
作为一个新兴产业，从长远角度看宽带网无疑有美好的市场前景，但作为一个新兴产业的先驱，中小型宽带网运营商该如何处理短期困境和长远利益之间的矛盾，如何有效地进行产品推广，如何面对产业中激烈的竞争，实现可持续发展是整个业界亟待解决的问题。
本文运用战略管理理论中战略管理模型、价值链、盈亏平衡点、五种竞争力模型、新兴产业战略管理、市场营销学等思想理论和方法，对宽带网产业内外环境（包括技术、竞争状况、市场状况等）进行详细分析，总结了中小型宽带网运营商在市场营销、资源配置、经营成本、产品结构、政策管制等几个方面的优劣势，并析出其中的关键因素，运用大战略矩阵、SWOT分析矩阵，提出中小型宽带网运营商一进一退两种截然不同的发展战略，即“渐进式退出”策略和“一体化”策略。其中在退出策略中设计了中小型宽带网的“渐进式退出模型”；“一体化”策略包括了横向一体化、纵向一体化和相关多元化，在“一体化”策略实施问题上着重讨论宽带网运营商如何运用需求差别定价法重新制定接入服务的价格体系从而改善产品推广窘况，如何优化服务和销售业务流程建立CRM系统缔造中小型运营商的核心竞争力从而改变自身在竞争中的不利状况。
本文同时引用了经济学中交易理论、价格歧视理论、规模经济理论的部分内容对宽带网行业相关现象和观点进行解释，以证明相应战略的可行性。
With the progress of technology and developing of Internet economy in the world, the BroadBand network becomes another hotspot in Internet field When the foam of .com comes to almost nil.With the beginning of New Thousand Year,hot waves of the Broad Band surge throughout the country,sorts of investors come and make huge expenses in a constinuous stream to make a majority of marketing lot and lead up the position of Broad Band market.However,when the net circuity,which is based on huge numbers of cash,is facing the consumers,market really does not redound upon the investors inexpection. Broadband Network Providers are not only in far-off-term of investigation callback,but have to continue burning off huge numbers of cash to maintain well-balanced run of network.Lots of small-and-medium sized providers suffer a lot from such hard situation,some of whom are even on the verge of bankruptcy.
As a burgeoning industry,Without question, The Broadand field is of capacious forground.As a forerunner, how to deal with the conflict between the current lurch and the long-term benefit by the small-and-medium sized Broadband Network Providers,how to carry out effective action in product popularizing,how to face the drastic competition,how to realize durative devolopment,those problems need to be settled in short time.
This text firstly wields theories and ploys as strategical administration matrix, balance-point of profit and loss,five competitory models and burgeoning strategical administr ation,which is to make a comparatively embedded analysis on Broadband inside-and-out side condition including technical level,consumer characters,competitive status and mark eting status,etc,to bring forward available correspondence hypothesis of consumere and to put forward two ways-out for small-and-medium sized Providers by SWOT matrix and big strategy matrix.One is Gradualism Retreat Tactic.Considering the particularity of BroadBand Network industry,this text gives the design of Gradualism Retreat Pattern.The other is Incorporate Strategy of scale domino and much more effective negotiationchip.Especially,this text puts emphasis on discussion of Incorporate implement methods,proposing to adopt the way of demanding contrast prise-fixing and output pluralism of products so as to induce the consumers to cut down marketing breeding periodicity,use CRM to establish core competity for small-and-medium sized providers and simultaneously lay a foundation of next commingle dealing in this field.
Meanwhile,this text cites economics theory of exchanging,price discrimination theory,part of scale ecomonic theories,on which detailed explanations are made of relevant economic phenomenon and viewpoints of Wide Band field,with which to proof feasibility and reference of corresponding strategy.
引文
[1] 王丰：企业战略管理理论，河南省社科院信息中心，2002年11月，http://www.hnass.com.cn/
[2] 弗雷德.R.戴维[美]：《战略管理》，李克宁译，经济科学出版社，2001年7月版，pg18-19
[3] 托马斯?加拉文、杰拉德?菲茨杰拉德、迈克?莫利[英]：《企业分析》，生活?读书?新知三联书店1997年版，pg33
[4] 邹昭唏：《企业战略分析》，经济管理出版社2001年版，pg272-277
[5] 2001年宽带网络投资机会分析，中国计算机报2001年3月8日版
[6] 杨涛：宽带市场发展现状及走势分析，2002-09-24，http://www.ChinaByte.com
[7] 2001年通信业发展统计公报，http://www.cnnic.net.cn/
[8] 第五次全国人口普查公报，2002-05-15，http://www.stats.gov.cn/
[9] 中国城镇居民收入状况，http://www.stats.gov.cn/
[10] 高先瑞：《快速、低成本实现宽带业务的广覆盖 》，华为公司内刊《华为技术报》第151期(2002.08.20)
[11] CNNIC：《中国互联网络发展状况统计报告》1-11期，https//:www.cnnic.net.cn/
[12] 胡世良：国外宽带网业务发展状况，聚友集团内刊《聚友网络》2002年第三期，pg29-30
[13] 李涛：2002年中国宽带预测与分析报告，新浪科技2002年01月10日，http://www.sina.com.cn/
[14] 迈克尔?波特[美]：《竞争优势》（Michael E.Poter,Competitive Advantage,1985），陈小悦译，华夏出版社1997年版,pg36-60
[15] 迈克尔?波特[美]：《竞争战略》（Michael E.Poter,Competitive Strategy,1980），陈小悦译，华夏出版社1997年版
[16] 徐二明：《企业战略管理》，中国经济出版社1998年版，pg107
[17] 唐璎璋、孙黎：《一对一营销：客户关系管理的核心战略》，中国经济出版社2002年2月版
[18] Pigou.A.C 1920.The Economics of Welfare, fourth edition. London: Macmillan
[19] 菲利普?科特勒[美]：《营销管理-分析、计划、执行和控制》，梅汝和、梅清豪等译，上海人民出版社1999年版
[20] 万君康、蔡希贤：《技术经济学》，华中理工大学出版社1996年版
[21] 戴维?贝赞可[美]等：《公司战略经济学》，武亚军等译，北京大学出版社1999年8月版
[22] 宋芸等：《企业战略管理》，首都经济贸易大学出版社2000年版
[23] 家用电脑市场分析，北京丰凯兴信息咨询公司，www.smartmr.com
[24] 李导龄：宽带生态报告,《新经济导刊》,2001-12-05,http://www.sina.com.cn/
[25] 方兴东：中国宽带互联网接入市场分析与展望，http://www.chinalabs.com/
[26] 蓝海林: 《企业战略管理理论与技术》，华南理工大学出版社 1998年版
[27] 我国宽带小区的发展与趋势，中国计算机报，2001-03-08
[28] 何淑贞：宽带网运营应走规模融合之路，通信信息报，2002-04-03
[29] 出口伸之：互联网进入宽带网络时代，《21世纪总裁》2000年4月刊
[30] 李云陵： CRM解决方案研究，《商业研究》，2002-03罗兰·拉斯特等，张平淡译，驾驭顾客资产-如何利用顾客终身价值，重塑企业战略，2001，pg220-253
[31] 杰伊·巴尼著，孟卫东译. 获取并保持竞争优势. 重庆. 重庆大学工商管理学院
[32] 卡尔.W.斯特思等著. 公司战略透视. 上海. 上海远东出版社. 1999年第一版
[33] 阿诺尔特·魏斯曼著. 战略管理--成功五要素. 上海. 华夏出版社. 2001年第一版
[34] 项保华著. 战略管理--艺术与实务. 上海. 华夏出版社. 2002年第一版
[35] Dan Schendel. Evolutionary Perspectives on Strategy. Strategic Management Journal 1996(7)
[36] Samuel．C．Certo．Modern Management：Diversity，Quality and the Global Environment．1998. 北京. 清华大学出版社
[37] Steve Davidson. Seizing Your Competitive Advantage. Community Banker. 2001(8).
[38] Jayb. Barney. Gaining and Sustaining Competitive Advantage. Addison-Wesley Publishing Company.Inc.
[39] Michacl A.Hitt. Strategic Management: Competitiveness and Globalization. Third edition. 1999. South-Western College Publishing
[40] W.R.King and D.I Cleland. Strategic Planning and Policy. 1979. New York. Van. Nostrand Reinhold
[41] Kenichi Ohmane. The Global Logic of Strategic Alliance. Harvard Business Review.67.no.2.
[42] 何畔著. 战略联盟. 现代企业的竞争模式. 广州. 广东经济出版社. 2000年10月
[43] Andrews K.R. The Concepts of Corporate Strategy. Homewood III.Irwin.1971.
[44] Robert.M.Grant. Contemporary Strategy Analysis: Concept, Techniques, Application. Basil Blackwell. 1991
[45] Krishna Chettayar,Financial Executive, Morristown，Using customer information effectively, May 2002，Vol.18,Iss.3，pg.42
[46] Lawrence A Crosby,CRM and management，Marketing Management, Chicago， Jan/Feb 2002，Vol.11,Iss.1，pg.10
Lawrence A Crosby, Technology:Friend or foe to customer relationships? Marketing
[47] Management, Chicago，Nov/Dec 2001，Vol.10,Iss.4，pg.10,2 pgs
[48] Rick Mullin，Chemical Week,CRM:Show us the payback，New York，Oct 31,2001， Vol.163,Iss.40，pg.28
[49] Russell S Winer,A framework for customer relationship management，California Management Review,Berkeley，Summer 2001，Vol.43,Iss.4，pg.89,19 pgs
[50] Branding and your CRM strategy; Lawrence A Crosby; Marketing Management, Chicago; Jul/Aug 2001; Vol. 10, Iss. 2; pg. 6, 2 pgs
[51] A Crosby,High performance marketing in the CRM era，Lawrence Marketing Management,Chicago,Sep/Oct 2001,Vol.10,Iss.3,pg.10
[52] Gaining,maintaining,and retaining your customers'confidence, Plastics Engineering,Brookfield Center,Oct 2001,vol.57 ,Iss.10.pg.34
[53] Anonymous,CRM software discounts, The Controller's Report,New York，Nov 2001,Iss.11，pg.3,
[54] Anonymous,The trouble with CRM:What partners need to know, Partner's Report, New York，Apr 2002，Vol.02,Iss.4，pg.1
[55] Joanna Breitstein,Pharma forgets "customer" in CRM, Pharmaceutical Executive,Eugene,May 2002,Vol.22,Iss.5,pg.1
[56] Lawrence A Crosby, Sheree L Johnsom, What to do before going 1-to-1, Marketing Management, Chicago, Winter 2000, pg2
[57] Joe Fisher, Customer management, Energy Markets, Houston, Jun 2002,Vol. 7, Iss. 6
[2] 弗雷德.R.戴维[美]：《战略管理》，李克宁译，经济科学出版社，2001年7月版，pg18-19
[3] 托马斯?加拉文、杰拉德?菲茨杰拉德、迈克?莫利[英]：《企业分析》，生活?读书?新知三联书店1997年版，pg33
[4] 邹昭唏：《企业战略分析》，经济管理出版社2001年版，pg272-277
[5] 2001年宽带网络投资机会分析，中国计算机报2001年3月8日版
[6] 杨涛：宽带市场发展现状及走势分析，2002-09-24，http://www.ChinaByte.com
[7] 2001年通信业发展统计公报，http://www.cnnic.net.cn/
[8] 第五次全国人口普查公报，2002-05-15，http://www.stats.gov.cn/
[9] 中国城镇居民收入状况，http://www.stats.gov.cn/
[10] 高先瑞：《快速、低成本实现宽带业务的广覆盖 》，华为公司内刊《华为技术报》第151期(2002.08.20)
[11] CNNIC：《中国互联网络发展状况统计报告》1-11期，https//:www.cnnic.net.cn/
[12] 胡世良：国外宽带网业务发展状况，聚友集团内刊《聚友网络》2002年第三期，pg29-30
[13] 李涛：2002年中国宽带预测与分析报告，新浪科技2002年01月10日，http://www.sina.com.cn/
[14] 迈克尔?波特[美]：《竞争优势》（Michael E.Poter,Competitive Advantage,1985），陈小悦译，华夏出版社1997年版,pg36-60
[15] 迈克尔?波特[美]：《竞争战略》（Michael E.Poter,Competitive Strategy,1980），陈小悦译，华夏出版社1997年版
[16] 徐二明：《企业战略管理》，中国经济出版社1998年版，pg107
[17] 唐璎璋、孙黎：《一对一营销：客户关系管理的核心战略》，中国经济出版社2002年2月版
[18] Pigou.A.C 1920.The Economics of Welfare, fourth edition. London: Macmillan
[19] 菲利普?科特勒[美]：《营销管理-分析、计划、执行和控制》，梅汝和、梅清豪等译，上海人民出版社1999年版
[20] 万君康、蔡希贤：《技术经济学》，华中理工大学出版社1996年版
[21] 戴维?贝赞可[美]等：《公司战略经济学》，武亚军等译，北京大学出版社1999年8月版
[22] 宋芸等：《企业战略管理》，首都经济贸易大学出版社2000年版
[23] 家用电脑市场分析，北京丰凯兴信息咨询公司，www.smartmr.com
[24] 李导龄：宽带生态报告,《新经济导刊》,2001-12-05,http://www.sina.com.cn/
[25] 方兴东：中国宽带互联网接入市场分析与展望，http://www.chinalabs.com/
[26] 蓝海林: 《企业战略管理理论与技术》，华南理工大学出版社 1998年版
[27] 我国宽带小区的发展与趋势，中国计算机报，2001-03-08
[28] 何淑贞：宽带网运营应走规模融合之路，通信信息报，2002-04-03
[29] 出口伸之：互联网进入宽带网络时代，《21世纪总裁》2000年4月刊
[30] 李云陵： CRM解决方案研究，《商业研究》，2002-03罗兰·拉斯特等，张平淡译，驾驭顾客资产-如何利用顾客终身价值，重塑企业战略，2001，pg220-253
[31] 杰伊·巴尼著，孟卫东译. 获取并保持竞争优势. 重庆. 重庆大学工商管理学院
[32] 卡尔.W.斯特思等著. 公司战略透视. 上海. 上海远东出版社. 1999年第一版
[33] 阿诺尔特·魏斯曼著. 战略管理--成功五要素. 上海. 华夏出版社. 2001年第一版
[34] 项保华著. 战略管理--艺术与实务. 上海. 华夏出版社. 2002年第一版
[35] Dan Schendel. Evolutionary Perspectives on Strategy. Strategic Management Journal 1996(7)
[36] Samuel．C．Certo．Modern Management：Diversity，Quality and the Global Environment．1998. 北京. 清华大学出版社
[37] Steve Davidson. Seizing Your Competitive Advantage. Community Banker. 2001(8).
[38] Jayb. Barney. Gaining and Sustaining Competitive Advantage. Addison-Wesley Publishing Company.Inc.
[39] Michacl A.Hitt. Strategic Management: Competitiveness and Globalization. Third edition. 1999. South-Western College Publishing
[40] W.R.King and D.I Cleland. Strategic Planning and Policy. 1979. New York. Van. Nostrand Reinhold
[41] Kenichi Ohmane. The Global Logic of Strategic Alliance. Harvard Business Review.67.no.2.
[42] 何畔著. 战略联盟. 现代企业的竞争模式. 广州. 广东经济出版社. 2000年10月
[43] Andrews K.R. The Concepts of Corporate Strategy. Homewood III.Irwin.1971.
[44] Robert.M.Grant. Contemporary Strategy Analysis: Concept, Techniques, Application. Basil Blackwell. 1991
[45] Krishna Chettayar,Financial Executive, Morristown，Using customer information effectively, May 2002，Vol.18,Iss.3，pg.42
[46] Lawrence A Crosby,CRM and management，Marketing Management, Chicago， Jan/Feb 2002，Vol.11,Iss.1，pg.10
Lawrence A Crosby, Technology:Friend or foe to customer relationships? Marketing
[47] Management, Chicago，Nov/Dec 2001，Vol.10,Iss.4，pg.10,2 pgs
[48] Rick Mullin，Chemical Week,CRM:Show us the payback，New York，Oct 31,2001， Vol.163,Iss.40，pg.28
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