本文關(guān)鍵詞： 寬帶業(yè)務(wù) 定價 長尾 供應(yīng)鏈協(xié)調(diào) 雙贏　出處：《南京大學》2012年碩士論文　論文類型：學位論文

【摘要】：隨著社會經(jīng)濟水平的不斷上升,人們對信息化的要求也日益提高,窄帶互聯(lián)網(wǎng)已不堪重負,寬帶網(wǎng)絡(luò)的建設(shè)則顯得愈發(fā)緊迫。自2000年以來,寬帶業(yè)務(wù)市場保持著幾何級數(shù)的增長率,展示了其旺盛的增長勢頭,成為運營商發(fā)展的核心業(yè)務(wù)板塊、利潤增長點和爭奪點。故在此趨勢下,寬帶業(yè)務(wù)成為了運營商乃至整個電信行業(yè)都在研究的重要課題。 本文運用五力模型分析了我國寬帶業(yè)務(wù)市場的行業(yè)競爭現(xiàn)狀,并基于雙贏定價模式展望了寬帶業(yè)務(wù)定價策略的發(fā)展趨勢,基于長尾理論拉出了寬帶業(yè)務(wù)的用戶長尾和產(chǎn)品長尾,基于報童模型和收入共享合同研究了寬帶業(yè)務(wù)的供應(yīng)鏈協(xié)調(diào)問題,最后分別從寬帶接入市場、寬帶增值業(yè)務(wù)市場及寬帶業(yè)務(wù)鏈這三個方面給出了寬帶市場運營策略建議：在寬帶接入市場方面,運營商須與供應(yīng)商結(jié)成戰(zhàn)略聯(lián)盟,控制好成本,重視技術(shù)能力的提高；在寬帶增值業(yè)務(wù)市場方面,注重市場細分、產(chǎn)品創(chuàng)新以及網(wǎng)絡(luò)安全與監(jiān)管挑戰(zhàn)；在寬帶業(yè)務(wù)鏈方面,重視運營商的核心作用,不斷增強鏈條的黏合度。 本文的創(chuàng)新點主要有：將長尾理論引入到寬帶業(yè)務(wù)市場；從供應(yīng)鏈協(xié)調(diào)的角度去確定寬帶業(yè)務(wù)鏈的最佳合同形式及參數(shù)設(shè)置；強調(diào)運營商與客戶的雙贏。
[Abstract]:Along with the social economy level rising, the information technology requirements are also increasing, narrowband Internet has overwhelmed the construction of broadband network becomes more and more urgent. Since 2000, the broadband market has maintained a growth rate of geometric progression, demonstrating its strong growth momentum, as operators in the development of the core business segments, profit the growth point and the point of contention. Therefore, broadband services become carriers and the entire telecommunications industry is an important subject in the study.
This paper analyzes the current situation of China's broadband market competition industry using five forces model, and win-win pricing model based on the development trend of the pricing strategy of broadband business, the long tail theory out of the broadband business users and products based on the long tail of the long tail, the supply chain coordination of broadband newsboy model and revenue sharing contract based on the last from the market for broadband access, broadband value-added services and broadband services market chain of the three aspects are broadband marketing strategy recommendations: in the broadband access market, operators and suppliers to strategic alliances, good cost control, pay attention to the enhancement of technological capability; broadband value-added services in the market, focusing on market segmentation, product innovation and network security and regulatory challenges; in the broadband services chain, pay attention to the core role of operators, constantly enhance the adhesion of the chain.
The main points of this paper are: introducing the long tail theory to the broadband business market, from the perspective of supply chain coordination to determine the best form and parameter settings of broadband business chain, emphasizing the win-win relationship between operators and customers.

【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F626

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