上海贝尔公司3G网络优化服务商业模式创新研究 70页

中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑ChineseMaster"sThesesFull-textDatabase2011,No.S1EconomicsandManagementSciencesJ155-80-1上海贝尔公司3G网络优化服务商业模式创新研究孙晓波学位授予单位:复旦大学;学科专业:工商管理摘要随着运营商通信市场日趋激烈的竞争,以降低网络运营成本、优化网络资源配置、提升网络运行性能为目标的网络优化电信专业服务近些年受到了运营商的重视和青睐。网络优化行业也由此而迅猛发展。然而,由于缺少标准的行业技术规范使得网优公司鱼目混珠,恶性的低价竞争使得技术创新动力不足和服务内容同质化,制约了整个行业的健康发展。作为主设备制造商的上海贝尔公司,如何提升网优服务产品的市场竞争力,如何为客户及公司持续创造新的价值,如何提升服务产品盈利水平并持续健康发展,是一个有待深入思考和研究的课题。本文试图从商业模式的角度,研究上海贝尔公司3G网络优化服务的创新之路。第一章简要介绍了课题的研究背景及意义。第二章根据AlexanderOsterwalder有关商业模式设计和创新的相关理论,为全文建立起有关商业模式创新研究的理论基础及其分析框架。第三章概述了上海贝尔公司网络优化服务的服务内容、发展动因、历程及现状。第四章着重分析了上海贝尔公司现有商业模式构成要素的主要特征和在商业模式上的策略选择,并围绕商业模式的四个界面：价值主张、资产管理、客户关系管理、财务管理,重点剖析了现有商业模式在价值主张、资源配置能力、盈利能力三个商业模式要素上存在的缺陷：缺乏可持续发展的核心竞争力、缺乏清晰独特具有比较优势的价值主张、缺乏内外部资源整合的业务支撑流程保证较高盈利水平。第五章,围绕上述三个缺陷,结合3G背景下电信运营商、上海贝尔公司在3G价值链上的战略转型需求以及3G网优所面临的技术挑战,提出了构建核心竞争力、树立新的价值主张、建立竞合价值网络的三项创新建议。笔者希望通过本课题的研究分析,不仅能促进上海贝尔公司3G网络优化服务业务的健康发展,也能为整个行业突破当前的发展困境提供一条思路。关键词：商业模式;;网络优化;;电信专业化服务;;创新;;价值主张中图分类号：F626AbstractWiththeseverecompetitionamongthetelecommunicationsoperators,moreattentionarepaidtotheaspectsofloweringthenetworkoperatingcost,optimizingthenetworkresourceallocation,andupgradingthenetworkoperationefficacytooptimizetheprofessionaltelecommunicationservice.Thus,thenetworkoptimizingindustrygotabloomingdevelopment.However,therelacksanindustrystandardinthisspecificareaandthisresultedinnegativeinfluencesintheindustry.Themaliciouslowpricecompetitioncausedashortageinthedevelopmentofnewtechnologiesandthehomogenizationofservicecontents,whichapparentlyconstraintthehealthydevelopmentofthewholeindustry.ThisarticleisintendingtoanalyzetheShanghaiBell3Gnetworkoptimizingservicefromtheperspectiveofbusinessmodel.ChapterOnebrieflyintroducesthebackgroundandthepurposeoftheresearch.ChapterTwobuildsthebasictheoreticalandanalyticalfoundationofthebusinessmodelrelatedinnovativeresearchaccordingtoAlexanderOsterwalder"sbusinessmodelrelatedtheories.ChapterThreebrieflysummarizesthenetworkoptimizingservicecontent,developmentpurpose,historyandcurrentsituationofShanghaiBell.ChapterFourput导师:宁钟；导师单位:复旦大学 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-2emphasisonanalyzingthemainelementsandthestrategicdecisionmadeaboutthecurrentbusinessmodelbyShanghaiBellandpointsoutthreemajorweaknessinthecurrentbusinessmodel.ChapterFivegivesinnovativesuggestionstothebusinessmodelaccordingtothethreemajorweaknessmentionpreviouslyandthestrategictransformationneedofShanghaiBellon3Gvaluechaintogetherwiththetechnologicalchallengesthat3Gnetworkoptimizingserviceisfacing.ThewriterhopesthatthispaperwillnotonlyhelpwiththebetterdevelopmentofShanghaiBell3Gnetworkoptimizingservicebutalsobringssomefoodforthoughtforthewholetelecommunicationindustryinfacingthedevelopmentobstacles.KeyWords：businessmodel;;telecomprofessionalservice;;networkoptimization;;businessvalue;;innovation 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-3目录第一章绪论····················································································································································71.1研究背景及意义····································································································································71.2研究思路和方法····································································································································71.3主要研究结论及创新点························································································································101.3.1主要研究结论·································································································································101.3.2主要创新点·····································································································································11第二章文献综述·············································································································································122.1商业模式的基本概念和内涵·················································································································122.2商业模式的构成要素及内在联系·········································································································122.3商业模式与企业市场战略选择·············································································································142.4商业模式的创新方向及过程·················································································································152.5商业模式的创新途径····························································································································172.6本章小结···············································································································································18第三章上海贝尔2G网络优化服务简介·······································································································193.1上海贝尔2G网络优化服务发展背景··································································································193.2上海贝尔2G网络优化服务发展历程··································································································193.3上海贝尔2G网络优化服务内容简介··································································································203.4本章小结···············································································································································25第四章上海贝尔2G网优服务商业模式分析································································································264.1上海贝尔2G网优商业模式的构成要素分析·······················································································264.2上海贝尔2G网优商业模式的策略选择分析·······················································································284.3上海贝尔2G网优商业模式的主要缺陷分析·······················································································314.3.1价值主张缺陷分析·························································································································314.3.2资源配置能力缺陷分析··················································································································334.3.3盈利能力缺陷分析·························································································································364.4本章小结···············································································································································37第五章上海贝尔3G网优服务商业模式创新分析························································································385.13G网络优化服务商业模式的创新要素概述·························································································385.1.12G/3G网络优化服务价值主张的差异性························································································385.1.23G网络优化服务商业模式的主要创新点······················································································395.2核心竞争力要素创新····························································································································405.2.13G网络优化服务面临的技术挑战·································································································405.2.2服务创新与主设备的"产品生命周期"管理过程············································································455.3价值主张要素创新································································································································465.3.1电信网络运营商在3G价值链的战略转型····················································································465.3.2上海贝尔的3G"应用使能"战略转型·····························································································515.3.3TelcoWeb2.0业务环境下的网络优化服务创新·············································································545.4资源配置能力要素创新························································································································545.4.1网优服务与电信运营商的价值联盟······························································································54 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-45.4.2网优服务与仪表供应商的战略合作······························································································575.4.3网优服务与分包商的学习型管理··································································································585.5本章小结···············································································································································59第六章研究结论和展望·································································································································606.1主要研究结论········································································································································606.2展望·······················································································································································61参考文献··························································································································································62 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-5 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-6 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-7 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-8 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-9 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-10 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-11 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-12 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-13 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-14 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-15 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-16 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-17 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-18 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-19 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-20 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-21 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-22 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-23 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-24 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-25 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-26 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-27 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-28 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-29 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-30 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-31 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-32 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-33 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-34 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-35 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-36 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-37 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-38 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-39 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-40 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-41 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-42 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-43 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-44 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-45 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-46 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-47 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-48 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-49 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-50 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-51 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-52 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-53 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-54 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-55 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-56 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-57 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-58 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-59 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-60 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-61 中国优秀硕士学位论文全文数据库2011年第S1期经济与管理科学辑J155-80-62 第S1期孙晓波：上海贝尔公司3G网络优化服务商业模式创新研究J155-80-63