九江电信增值业务拓展研究.pdfVIP

要 随着环境的变化和技术的进步，电信业受到严峻的挑战，占据电信公司收入 70% 以上的固话语音业务不断萎缩，竞争分流和新技术双重影响下逐步 低值商品 化”，持续增长难以为 ，迫切需要寻求新的发展出路，各电信运营商均将以提供 信息为主的增值产品发展作为企业战略转型的重要手段。本文以九江电信分公司 为应用案例讨论在目前转型环境下九江电信增值业务拓展策略。 本文首先从产品生产周期理论总结了固话语音产品衰退的走向，然后通过对 国内外电信业务发展趋势和中国电信增值业务发展现状进行阐述，并以大量相关 数据从产品替代作用、新技术发展和传统业务发展现状等方面分析九江电信面临 的困境，以此得到九江电信要走出困境必须将业务重点转向增值业务的必然性结 论。再通过分析电信增值产品的内涵，提出了整合资 、创造价值、差异化竞争 和打造品牌等增值业务拓展策略，在此基础上，探讨了九江电信基于固话、小灵 通、宽带和政企客户 ICT 应用四个核心增值业务拓展方案，并就商务领航、号码 百事通、教育 阳光网”等增值产品应用对论述有效性进行验证。同时结合本人两年 多来MBA 学习的体会和在实际工作中总结了增值业务拓展过程中的一些心得，同 时对九江电信增值业务发展提出了若干建议。 关键词：电信 增值业务 市场拓展 1 Abstract With changes in market environment and technology, telecommunication industry is faced with a tough challenge. Influenced by both competition distribution and new technology, local phone business which takes up 70% of business income is declining constantly to a low-value product. Sustainable development is hard to maintain, so it is necessary to seek new ways of development. Many telecom operators have chosen increment products which focus on providing information as an important means of strategic transforming. This paper uses Jiuj iang Telecom Corporation as an application case to discuss strategies for developing the corporation’s Value-added products under current transforming circumstances. First, this paper summarized the recession of local voice services via products cycle theory. Then by illustrating the development trend of telecom business at home and abroad as well as the current development situation of increment Value-added business under China Telecom Corporation, referring to large quantities of relative data and analyzing the predicament confronting Jiuji ang Telecom Corporation from such aspects as substitution effect of products, development of new technology and development