基于价值网的校园营销生态系统案例研究-中国政法大学.DOC

论文编号： 基于价值网的校园营销生态系统研究 焦 杰中国政法大学研究生院 二○一六年三月基于价值网的校园营销生态系统研究 摘 要 目前,电信市场上存在许多针对高校用户的产品。例如：中国移动的“动感地带”、中国联通的“沃”以及中国电信的“young校园”等。但还没有一款成熟的针对校园市场的移动互联网应用产品。为了充分满足高校师生对移动业务的需求，建立以客户为中心的营销生态系统，本文提出了基于价值网的“产品+平台+服务”的运营商营销理念。 首先，本文讨论基于价值网的校园营销生态系统的建设，探讨新的业务模式存在理论上的可行性和必要性，并通过研究和设计应用功能，探讨这种业务模式推行的可能性以及为公司带来的价值。其次，本文研究目标在识别价值网的基础上，通过对移动通信传统业务与OTT业务（通过互联网向用户提供各种应用服务）进行剖析，找出结合点，切入校园移动互联网生态系统建设，研究新的产品应用及业务模式，提升企业竞争力。最后，本文以“价值网”为理论基础。将实证分析和校园营销生态系统建设相结合；将数据分析与比较和价值网理论相结合；运用价值网理论、4P到4C、缺口理论、核心竞争力理论等多个领域的理论方法，对基于价值网的校园营销生态系统进行系统深入的研究。 关键词：价值网；校园营销；生态系统  VALUE NETWORK BASED ON CAMPUS MARKETING ECOSYSTEM ABSTRACT Currently, there are many products for the telecommunications market university users. For example: China Mobiles M-Zone, China Unicoms fertile and China Telecoms young campus and so on. But not yet a full-fledged mobile Internet applications for the campus market. In order to fully meet the demand for college teachers and mobile services, and establish a customer-centric marketing ecosystem, this paper presents the concept of value-based carrier network marketing product + platform + service. Firstly, the discussion is based on the value of the construction of the campus network marketing ecosystem to explore the feasibility and necessity of a new business model exists in theory, and through research and design applications, to explore the possibility of implementing this business model as well as the company bring value. Secondly, the research objectives on the basis of recognition of the value of the network, through the traditional mobile communication services and OTT services (providing various application services to users via the Internet) to analyze, to find the point of integration, cut into the mobile Internet ecosystem campus building, research new product applications and business models, enhance the competitiveness of enterprises. Finally, the net worth as the theoretical basis. The empirical analysis and construction of campus marketing ecos