發(fā)布時(shí)間：2018-08-05 19:30

【摘要】：隨著4G通信技術(shù)及物聯(lián)網(wǎng)等技術(shù)的廣泛應(yīng)用,傳統(tǒng)的運(yùn)營商逐步從信息技術(shù)的領(lǐng)導(dǎo)者走向邊緣。大數(shù)據(jù)時(shí)代,制造、消費(fèi)、信息等各行各業(yè)面臨整體產(chǎn)業(yè)鏈大變革,通信行業(yè)也不例外,三家運(yùn)營商已經(jīng)喪失了信息技術(shù)領(lǐng)導(dǎo)地位。運(yùn)營商傳統(tǒng)業(yè)務(wù)難以實(shí)現(xiàn)高速增長,管道化趨勢(shì)明顯�；ヂ�(lián)網(wǎng)相關(guān)業(yè)務(wù),如大數(shù)據(jù)應(yīng)用、云計(jì)算VR、直播、物聯(lián)網(wǎng)等技術(shù)發(fā)展日新月異,但運(yùn)營商在互聯(lián)網(wǎng)業(yè)務(wù)方面止步不前。運(yùn)營商拓展互聯(lián)網(wǎng)市場(chǎng)有良好基礎(chǔ)。隨著互聯(lián)網(wǎng)的發(fā)展,人們?cè)诠ぷ骱蜕罘绞缴弦呀?jīng)接受了電子商務(wù)、互聯(lián)網(wǎng)+的商業(yè)模式,為運(yùn)營商轉(zhuǎn)變傳統(tǒng)模式提供了很好的機(jī)遇。運(yùn)營商對(duì)客戶信息蘊(yùn)藏的價(jià)值應(yīng)用深度和廣度還遠(yuǎn)遠(yuǎn)不夠。在信息的使用上,運(yùn)營商還停留在以省、市為單位的簡單行為分析、業(yè)務(wù)宣傳或維系,未融合其他行業(yè)、商業(yè)應(yīng)用。本論文研究的總目標(biāo)是基于大數(shù)據(jù)的運(yùn)營商商業(yè)模式應(yīng)用研究,在現(xiàn)階段社會(huì)經(jīng)濟(jì)發(fā)展的基礎(chǔ)上,打開通信行業(yè)的運(yùn)營新局面,提高運(yùn)營商和整體社會(huì)經(jīng)濟(jì)效率。本文采用文獻(xiàn)研究法、調(diào)查研究法、比較分析法開展相關(guān)研究分析。首先通過對(duì)通信運(yùn)營商電子商務(wù)模式的系統(tǒng)研究和分析,發(fā)現(xiàn)當(dāng)前商務(wù)模式具有客戶規(guī)模大、客戶信息全和品牌形象可靠的優(yōu)勢(shì),用戶的行為已逐漸形成且電子商務(wù)產(chǎn)業(yè)鏈趨于完善。但產(chǎn)品復(fù)雜性不適合電子商務(wù)模式,開放的程度較低,難以形成輻射效應(yīng)。其次根據(jù)客戶消費(fèi)行為模式開展分析,提出了以客戶為中心,建立了基于大數(shù)據(jù)的電子商務(wù)架構(gòu)。即通信運(yùn)營商在大數(shù)據(jù)倉庫建立的基礎(chǔ)上,對(duì)傳統(tǒng)的運(yùn)營商商業(yè)模式開展模式優(yōu)化創(chuàng)新�！皟�(nèi)部直接應(yīng)用”模式、“內(nèi)部挖掘創(chuàng)新”模式、“外部整合應(yīng)用”模式、“基礎(chǔ)設(shè)施服務(wù)”模式。運(yùn)營商可以在大數(shù)據(jù)倉庫平臺(tái)的基礎(chǔ)上,同時(shí)向廣大的運(yùn)營商客戶提供數(shù)據(jù)云存儲(chǔ),在保證用戶數(shù)據(jù)信息安全的基礎(chǔ)上,結(jié)合“基礎(chǔ)設(shè)施服務(wù)”商務(wù)模式和另外三種商務(wù)模式,在數(shù)據(jù)資產(chǎn)的定量、定性基礎(chǔ)上,做到商務(wù)模式的融合拓展。在商業(yè)模式的優(yōu)化方面一是要保障客戶參與的實(shí)施,需要挖掘潛在的用戶并進(jìn)行引導(dǎo),借助互動(dòng)式客戶關(guān)系系統(tǒng)管理客戶信息。二是要保證公平開放的平臺(tái)能力,不僅僅要保證運(yùn)營商平臺(tái)能力的開發(fā),更要專注于開放的能力,包括網(wǎng)絡(luò)資源的開放、業(yè)務(wù)產(chǎn)品的開放、市場(chǎng)客戶服務(wù)和運(yùn)營數(shù)據(jù)支撐。三是完善當(dāng)前產(chǎn)品體系,協(xié)調(diào)不同檔次的產(chǎn)品占比,加大生活類應(yīng)用的開發(fā),提高差異化競(jìng)爭(zhēng)。四是要進(jìn)行用戶社區(qū)化管理。五是改進(jìn)盈利方式,包括調(diào)整收費(fèi)方式,進(jìn)行多種模式收費(fèi)。最后通過運(yùn)營商在大數(shù)據(jù)運(yùn)營方面的成功案例,系統(tǒng)分析了通信運(yùn)營商如何借助現(xiàn)有的數(shù)據(jù)資源,通過改進(jìn)現(xiàn)有平臺(tái)或建設(shè)新的數(shù)據(jù)運(yùn)營平臺(tái),借助電子商務(wù)運(yùn)營思路,拓展除通信市場(chǎng)以外的各類市場(chǎng),如旅游、信息等,進(jìn)而帶動(dòng)現(xiàn)有產(chǎn)品的精準(zhǔn)銷售、現(xiàn)有消費(fèi)者的維系、以及新客戶、新產(chǎn)品的拓展,形成新的利潤點(diǎn),并且在數(shù)據(jù)平臺(tái)的運(yùn)營過程中,運(yùn)營商可同步提升在整個(gè)通信行業(yè)產(chǎn)業(yè)鏈中的作用,形成運(yùn)營商的核心競(jìng)爭(zhēng)力和核心地位。通過對(duì)通信運(yùn)營商電子商務(wù)模式的優(yōu)化和客戶大數(shù)據(jù)的整合應(yīng)用,不僅可以加強(qiáng)現(xiàn)有營銷模式的應(yīng)用,豐富營銷推薦方式,提升精準(zhǔn)營銷的成功率和客戶服務(wù)效益。同時(shí),通過數(shù)據(jù)的再挖掘分析和跨行業(yè)的應(yīng)用,進(jìn)一步拓展電信部門在醫(yī)療、衛(wèi)生、旅游、農(nóng)業(yè)、金融等方面融合業(yè)務(wù),形成創(chuàng)新的營銷模式和經(jīng)營模式,增強(qiáng)企業(yè)的核心競(jìng)爭(zhēng)力,促進(jìn)電信行業(yè)的健康持續(xù)發(fā)展。
[Abstract]:With the wide application of 4G communication technology and Internet of things and other technologies, traditional operators gradually from the leaders of information technology to the edge. Large data age, manufacturing, consumption, information and other industries are facing an overall industrial chain change, and the communication industry is no exception. The three operators have lost the leadership status of information technology. The business is difficult to achieve high speed growth, the pipeline trend is obvious. Internet related business, such as large data applications, cloud computing VR, live broadcast, Internet of things and other technologies are developing rapidly, but operators do not step forward in the Internet business. Operators expand the Internet market has a good foundation. With the development of the Internet, people are working and living. The business model has already accepted the e-commerce, the Internet + business model provides a good opportunity for the operators to change the traditional mode. The operators are far from the depth and breadth of the value applied to the customer's information. In the use of information, the operators still stay in the simple behavior analysis, business promotion or maintenance by the provincial and municipal units. The general goal of this study is to study the business model application based on large data, and on the basis of the current social and economic development, open the new situation of the communication industry and improve the efficiency of the operators and the overall social and economic efficiency. This paper adopts the literature research method, the investigation and research method, the comparative analysis method. First of all, through the systematic research and analysis of the electronic business model of the communication operators, it is found that the current business model has the advantages of large customer scale, full customer information and reliable brand image, the behavior of the user has gradually formed and the e-commerce industry chain is becoming perfect. But the complexity of the product is not suitable for the e-commerce model. Secondly, the degree of openness is low and it is difficult to form the radiation effect. Secondly, according to the customer consumption behavior model, we propose a customer centered e-commerce architecture based on large data. On the basis of the establishment of the large data warehouse, the communication operators carry out the model optimization innovation to the traditional business model of the battalion merchant. Based on the "application" model, "internal mining innovation" model, "external integration application" model, "infrastructure service" model. Operators can provide data cloud storage to the vast number of operators on the basis of large data warehouse platform, on the basis of guaranteeing the security of user data information, combined with "infrastructure services" business. On the basis of quantitative and qualitative data assets, the business mode is integrated and expanded on the basis of quantitative and qualitative data assets. In the optimization of business model, the implementation of customer participation should be guaranteed, the potential users should be excavated and guided, and the customer information is managed with the help of interactive customer relations system. Two is to ensure fair opening. The capability of the platform is not only to ensure the development of the capability of the operator platform, but also to focus on the open capacity, including the opening of network resources, the opening of business products, the market customer service and the operation data support. Three is to improve the current product system, coordinate the proportion of different grades of products, increase the development of life application and improve the difference. The four is to carry out the user community management. Five is to improve the way of profit, including the adjustment of the mode of charge and a variety of mode fees. Finally, through the successful case of the operators in the large data operation, the author systematically analyzes how the communication operators can use the existing data resources to improve the existing platform or to build the new data operation. The platform, with the help of e-commerce operation, expands all kinds of markets other than the communication market, such as tourism, information and so on, and then leads to the accurate sales of existing products, the maintenance of existing consumers, and the development of new customers and new products, and the formation of new profit points. In the operation process of the platform, the operators can synchronize the whole process. The role of the industry chain in the industry has formed the core competitiveness and core status of the operators. Through the optimization of the electronic business model of the communication operators and the integration and application of the large data of the customers, it can not only strengthen the application of the existing marketing mode, enrich the marketing recommendation method, improve the success rate of the accurate marketing and the efficiency of the customer service. Re mining and analysis of data and the application of cross industry, further expand the telecommunications sector in medical, health, tourism, agriculture, finance and other aspects of integration of business, the formation of innovative marketing models and business models, enhance the core competitiveness of enterprises, promote the healthy and sustainable development of the telecommunications industry.
【學(xué)位授予單位】：蘭州交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F626;TP311.13

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