企业级电信增值业务的发展战略研究.pdf

PEST模型、迈克尔·波特五力模型、SWOT矩阵等方法和工具，对该业务 所面对的内外部环境进行综合的分析与评估。从产品、价格、促销、渠 道等多角度，分析该业务在经营过程中遇到的问题及原因，此提出选择 差异化营销策略的思路，同时结合运用价值分析法、引入平衡记分卡方 法，保证业务发展战略的实际执行能够达到预计的效果。 本课题的研究从实际商业环境出发，对提升国内电信运营商开拓新 兴增值业务、打造核心竞争力与团队建设能力等方面具有一定的借鉴意 义，对探讨如何提升我国中小企业信息化整体水平有着相当重要的意义。 关键字：电信增值业务，中小企业信息化，差异化营销，价值分析，平 衡记分卡 THE MARKETING STRATEGY OF TELECOM VALUE-ADDED ENTERPRISE SERVICES ABSTRACT Small and middle size enterprises (SMB), amount to 9.8 million in China, now become the most dynamic part of the economy. SMBs do not only produce textiles, shoes, food, metals or electron device, which are exported to Europe, North America, Asia or Africa countries, but also provide maintenance, administration, travel, logistics, and consulting services to big companies. As we all know, the advantage of local SMB enterprises is the low-cost operation and quickly changing business process which can adapt to the changing market trend quickly. Since 2000, the costs of labor, energy and land went up so fast that most SMBs lost their low cost advantages, and on the other side, big companies cut down their operation cost by IT system, which may get those big companies more advantages on competitions. Information technology obviously became the most efficient method to upgrade SMB market competition advantages, but because of the high cost of investment on IT system and lack of professional IT support team, most of SMBs do not want to take the risk of IT. On the other hand, the high-end IT market is so saturated that the average gross margin ratio declined sharply to about 10% for hardware, 25% for software and 35% for IT services. In order to keep the increase of sales revenue, some multi-national IT giants, such as IBM, SAP, Oracle, launched SMB