区域数据通信市场分析及营销策略研究
摘要
数据通信作为当今最具潜力的电信新业务，在近几年得到了快速的发展，呈现了旺盛的生命力和巨大的市场潜力；伴随着电信体制的改革及电信市场的全面放开，数据通信业务市场面临激烈的市场竞争。本文结合湖南数据通信市场实际，运用市场营销的一般分析方法，对区域数据通信进行市场分析及营销策略研究。研究的主要手段是定性与定量相结合，在定性的基础上，进行了定量分析。
本文首先对湖南省数据通信业务的发展历程进行了回顾，对数据业务客户群体分布与消费需求、客户的消费偏好、营运环境、主要运营商优劣势分析及数据通信产品市场定位等方面进行了分析和研究。建立了数据通信业务产品的三层模式，分别为网络层、资源层、应用层业务，提出了业务产品的发展思路，并根据湖南省数据用户业务量收构成情况，利用线性规划的方法，对数据通信市场进行结构优化分析，指明了我省数据通信业务结构优化的方向。
在上述分析和研究的基础上，提出和制订了湖南电信数据通信业务的市场营销策略，包括根据业务模型有重点、分层次抓好业务发展，广泛建立联盟变“单赢”为“多赢”、抓好产品的结构优化调整、优先发展新兴宽带业务等，转换企业经营机制，积极探索新增长点等。
通过研究，本文旨在为湖南电信数据通信找到一条切合实际、有效、高速、便捷的发展道路。
As the most potential telecommunications service, data communications has developed very quickly in recent years, and has great vitality and huge market potential. At the same time with the reform of telecommunications administration system and the opening up of domestic telecommunications market, data communications is under keener and keener competition. Combining the actual situation in Hunan data communications market, this paper explores the territorial data communications market and corresponding marketing strategies. Research methods as qualitative and quantitative analysis are used in the paper, with the latter being highlighted.
Following the analysis at length of the six aspects such as consumers mass distribution and consumptive needs, consumers consumptive preferences, market environment, advantages and disadvantages of Hunan Telecom, chances and challenges Hunan Telecom faces and marketing orientation, the three layers of development modes of Hunan data communications services are explained, including the network layer, the resources layer and the application layer. And by applying linear programming, the paper analyzes and optimizes data communications market and points out the direction of optimizing the structure of Hunan data communications products in the future.
On the basis of the above analysis, six marketing strategies are established such as developing the services with different extent according to the three layers, establishing the cooperative alliance of multi-winning instead of win-or-lose one, optimizing the products structure, developing wide-band services in priority and so on. What's more, the author analyzes and predicts the future of data communications.
The paper aims at exploring a practical and effective road for the development of Hunan data communications in the transitional period.
本文首先对湖南省数据通信业务的发展历程进行了回顾，对数据业务客户群体分布与消费需求、客户的消费偏好、营运环境、主要运营商优劣势分析及数据通信产品市场定位等方面进行了分析和研究。建立了数据通信业务产品的三层模式，分别为网络层、资源层、应用层业务，提出了业务产品的发展思路，并根据湖南省数据用户业务量收构成情况，利用线性规划的方法，对数据通信市场进行结构优化分析，指明了我省数据通信业务结构优化的方向。
在上述分析和研究的基础上，提出和制订了湖南电信数据通信业务的市场营销策略，包括根据业务模型有重点、分层次抓好业务发展，广泛建立联盟变“单赢”为“多赢”、抓好产品的结构优化调整、优先发展新兴宽带业务等，转换企业经营机制，积极探索新增长点等。
通过研究，本文旨在为湖南电信数据通信找到一条切合实际、有效、高速、便捷的发展道路。
As the most potential telecommunications service, data communications has developed very quickly in recent years, and has great vitality and huge market potential. At the same time with the reform of telecommunications administration system and the opening up of domestic telecommunications market, data communications is under keener and keener competition. Combining the actual situation in Hunan data communications market, this paper explores the territorial data communications market and corresponding marketing strategies. Research methods as qualitative and quantitative analysis are used in the paper, with the latter being highlighted.
Following the analysis at length of the six aspects such as consumers mass distribution and consumptive needs, consumers consumptive preferences, market environment, advantages and disadvantages of Hunan Telecom, chances and challenges Hunan Telecom faces and marketing orientation, the three layers of development modes of Hunan data communications services are explained, including the network layer, the resources layer and the application layer. And by applying linear programming, the paper analyzes and optimizes data communications market and points out the direction of optimizing the structure of Hunan data communications products in the future.
On the basis of the above analysis, six marketing strategies are established such as developing the services with different extent according to the three layers, establishing the cooperative alliance of multi-winning instead of win-or-lose one, optimizing the products structure, developing wide-band services in priority and so on. What's more, the author analyzes and predicts the future of data communications.
The paper aims at exploring a practical and effective road for the development of Hunan data communications in the transitional period.
引文
[1]孔国强．技术经济学[M]．北京：北京邮电大学出版社，1997
[2]潇秦．互联网经济知多少[J]．经济管理，2000，5：10-15
[3]袁道之，向莉．网络—席卷全球的风暴[M]．北京：经济日报社，2000
[4]潘杰．数字经济与数字生态[N]．信息产业报，2001，6：19-24
[5]宁君．Internet大跃进[J]．计算机世界网络与通信版，2001：20-22
[6]石滋宜．无法抗拒的网络经济时代[J]．管理科学文摘，2000，1：32-33
[7]Warren J.keegan. Global Marketing Management[M]. Prentice Hall Press,2001
[8]纪宝成．市场营销学[M]．北京：中国人民大学出版社，1999
[9]容月林．国外电信业改革与发展[M]．北京：人民邮电出版社，2000．12
[10]Richard B.chase,Nicholas J.Aquilano.. Operations Management for Competitive Advantage[M].Prentice Hall Press,2001
[11]让．雅克．拉丰．电信竞争[M]．北京：人民邮电出版社，2001．2
[12]韦乐平．电信网发展和演进趋势[J]．电信技术，2001，7：1-7
[13]唐雄燕．因特网时代传统电信运营商的机遇与挑战[J]．电信科学，2001，1：10-13
[14]Merle Crawford. New Products Management[M]. Richard D Trwin,Inc, 1991
[15]李欢欢．中国ISP市场发展趋势[N]．计算机世界报，2001，10：1-8
[16]邓志成．中国电信业的市场新格局[J]．中国电信业，2002，1：23-26
[17]杨培芳．我国电信业如何适应WTO环境[J]．邮电企业管理，2001，21：18-22
[18]中国邮电电信总局编．电信市场与营销[M]．北京：人民邮电出版社，1999
[19]诸幼侬，钱忠浩．现代世界电信经济[M]．北京：文汇出版社，1995
[20]Bewley, T.An Integration of Equilibrium Theory and Turnpike Theory[J].Joumal of Mathematical Economics, 1982,10,233-265
[21]Dana, R.A.Florenzano, M.,Le Van,C.and Levy, D..Production Prices and General Equilibrium Prices: a Long-run Property of a Leontief Economy[J].Journal of Mathematical Economics 1989,18,263-280
[22]Walsh, G.R..Methods of Optimization [M]. John Wiley and Sons, 1977
[23]Schittkowski, K..More Test Examples for Nonlinear Programming Codes, Lecture Notes in Economics and Mathematical Systems[J]. Vol.282, Springer,1987
[24]中国科学院数学研究所运筹室优选法小组．优选法[M]．北京：科学出版社，1992
[25]乌家培．经济预测和决策分析[M]．北京：人民教育出版社，1982
[26]张寿，于清文．计量经济学[M]．上海：上海交通大学出版社，1984
[27]毕大川，刘树成．经济周期与预警系统[M]．北京：科学出版社，1990
[28]Bland, R.G., Goldfarb, D.Todd, M.J..The Ellipsoid Method: a Survey, Operations Research[M]. Free Press, 1981
[29]Karmarkar, N. A New Polynomial-time Algorithm for Linear Programming[J] Combinatorea, 1984,373-395
[30]Bertsekas, D.P..Constrained Optimization and Lagrange Multiplier Methods[M].Academic Press, 1982
[31]胡毓达．实用多目标最优化[M]．上海：上海科学技术出版社，1990
[32]徐冲．数据通信业务市场及营销策略浅析[J]．中国数据通信，2002，2：11-12
[33]许志龙．中国网络问题报告[M]．北京：兵器工业出版社，2000．5
[34]泰宏，泰翔．营销在中国[M]．广州：广州出版社，2001．8
[35]杨宝升．互联网服务企业进入第二曲线[N]．互联网周刊，2001，5，15：6-7
[36]欧岩．营造中国电信互联网品牌[J]．中国数据通信，2002，1：15-17
[37]白戈．ISP第二次浪潮[N]．互联网周刊，2001．3，3：2-3
[38]廖晓红．传统电信运营商的危机与对策[J]．中国电信业，2001，7：49-53
[39]Simon Crosby. Service providers need to bank on Efficiency [J]. Communications weeks, 2002,10:51-58
[40]Andy Sullivan. Internet economy continues to grow[J]. Reuters, 2001,1:10-21
[41]George Malim. Transaction Values[J]. Communications weeks, 2000, 11:44-61
[42]Daniel Flynn. Telecommunications Spending Report[J]. Total telecom, 2001,11:1-138
[2]潇秦．互联网经济知多少[J]．经济管理，2000，5：10-15
[3]袁道之，向莉．网络—席卷全球的风暴[M]．北京：经济日报社，2000
[4]潘杰．数字经济与数字生态[N]．信息产业报，2001，6：19-24
[5]宁君．Internet大跃进[J]．计算机世界网络与通信版，2001：20-22
[6]石滋宜．无法抗拒的网络经济时代[J]．管理科学文摘，2000，1：32-33
[7]Warren J.keegan. Global Marketing Management[M]. Prentice Hall Press,2001
[8]纪宝成．市场营销学[M]．北京：中国人民大学出版社，1999
[9]容月林．国外电信业改革与发展[M]．北京：人民邮电出版社，2000．12
[10]Richard B.chase,Nicholas J.Aquilano.. Operations Management for Competitive Advantage[M].Prentice Hall Press,2001
[11]让．雅克．拉丰．电信竞争[M]．北京：人民邮电出版社，2001．2
[12]韦乐平．电信网发展和演进趋势[J]．电信技术，2001，7：1-7
[13]唐雄燕．因特网时代传统电信运营商的机遇与挑战[J]．电信科学，2001，1：10-13
[14]Merle Crawford. New Products Management[M]. Richard D Trwin,Inc, 1991
[15]李欢欢．中国ISP市场发展趋势[N]．计算机世界报，2001，10：1-8
[16]邓志成．中国电信业的市场新格局[J]．中国电信业，2002，1：23-26
[17]杨培芳．我国电信业如何适应WTO环境[J]．邮电企业管理，2001，21：18-22
[18]中国邮电电信总局编．电信市场与营销[M]．北京：人民邮电出版社，1999
[19]诸幼侬，钱忠浩．现代世界电信经济[M]．北京：文汇出版社，1995
[20]Bewley, T.An Integration of Equilibrium Theory and Turnpike Theory[J].Joumal of Mathematical Economics, 1982,10,233-265
[21]Dana, R.A.Florenzano, M.,Le Van,C.and Levy, D..Production Prices and General Equilibrium Prices: a Long-run Property of a Leontief Economy[J].Journal of Mathematical Economics 1989,18,263-280
[22]Walsh, G.R..Methods of Optimization [M]. John Wiley and Sons, 1977
[23]Schittkowski, K..More Test Examples for Nonlinear Programming Codes, Lecture Notes in Economics and Mathematical Systems[J]. Vol.282, Springer,1987
[24]中国科学院数学研究所运筹室优选法小组．优选法[M]．北京：科学出版社，1992
[25]乌家培．经济预测和决策分析[M]．北京：人民教育出版社，1982
[26]张寿，于清文．计量经济学[M]．上海：上海交通大学出版社，1984
[27]毕大川，刘树成．经济周期与预警系统[M]．北京：科学出版社，1990
[28]Bland, R.G., Goldfarb, D.Todd, M.J..The Ellipsoid Method: a Survey, Operations Research[M]. Free Press, 1981
[29]Karmarkar, N. A New Polynomial-time Algorithm for Linear Programming[J] Combinatorea, 1984,373-395
[30]Bertsekas, D.P..Constrained Optimization and Lagrange Multiplier Methods[M].Academic Press, 1982
[31]胡毓达．实用多目标最优化[M]．上海：上海科学技术出版社，1990
[32]徐冲．数据通信业务市场及营销策略浅析[J]．中国数据通信，2002，2：11-12
[33]许志龙．中国网络问题报告[M]．北京：兵器工业出版社，2000．5
[34]泰宏，泰翔．营销在中国[M]．广州：广州出版社，2001．8
[35]杨宝升．互联网服务企业进入第二曲线[N]．互联网周刊，2001，5，15：6-7
[36]欧岩．营造中国电信互联网品牌[J]．中国数据通信，2002，1：15-17
[37]白戈．ISP第二次浪潮[N]．互联网周刊，2001．3，3：2-3
[38]廖晓红．传统电信运营商的危机与对策[J]．中国电信业，2001，7：49-53
[39]Simon Crosby. Service providers need to bank on Efficiency [J]. Communications weeks, 2002,10:51-58
[40]Andy Sullivan. Internet economy continues to grow[J]. Reuters, 2001,1:10-21
[41]George Malim. Transaction Values[J]. Communications weeks, 2000, 11:44-61
[42]Daniel Flynn. Telecommunications Spending Report[J]. Total telecom, 2001,11:1-138