本文選題：網(wǎng)絡(luò)沖印 + 商業(yè)模式��； 參考：《北京郵電大學(xué)》2008年碩士論文

【摘要】： 對(duì)于電信運(yùn)營(yíng)商而言,只提供電信基礎(chǔ)服務(wù)即語(yǔ)音時(shí)代已經(jīng)過(guò)去,電信運(yùn)營(yíng)商已經(jīng)進(jìn)入多元化經(jīng)營(yíng)時(shí)代。電信運(yùn)營(yíng)商已經(jīng)從通信基礎(chǔ)服務(wù)提供商開(kāi)始向綜合信息服務(wù)提供商轉(zhuǎn)型。電信運(yùn)營(yíng)商價(jià)值鏈發(fā)展成從過(guò)去只有設(shè)備制造商、電信運(yùn)營(yíng)商、終端用戶三個(gè)環(huán)節(jié)延長(zhǎng)到包括通信服務(wù)提供商、內(nèi)容服務(wù)提供商、應(yīng)用與集成服務(wù)提供商、金融服務(wù)提供商、終端設(shè)備提供商、用戶多環(huán)節(jié)的新型產(chǎn)業(yè)鏈。提供通信基本業(yè)務(wù)是電信運(yùn)營(yíng)商的職能,而增值業(yè)務(wù)特別是互聯(lián)網(wǎng)增值業(yè)務(wù)將是電信運(yùn)營(yíng)商獲得持續(xù)增長(zhǎng)的關(guān)鍵因素,增值業(yè)務(wù)在不斷的創(chuàng)新和發(fā)展中,需要采用新型的商務(wù)模式。電子商務(wù)為電信運(yùn)營(yíng)商的轉(zhuǎn)型帶來(lái)了契機(jī)。 網(wǎng)絡(luò)沖印業(yè)務(wù)是近年互聯(lián)網(wǎng)上開(kāi)展的一項(xiàng)增值業(yè)務(wù),它是以互聯(lián)網(wǎng)技術(shù)和通信技術(shù)為基礎(chǔ),將數(shù)碼照片的沖印服務(wù)及相關(guān)產(chǎn)品的銷售數(shù)字化。消費(fèi)者借助終端設(shè)備,可自助定購(gòu)產(chǎn)品、獲取服務(wù)。 本文從電子商務(wù)運(yùn)作的角度,首先對(duì)互聯(lián)網(wǎng)增值業(yè)務(wù)——網(wǎng)絡(luò)沖印業(yè)務(wù)的市場(chǎng)環(huán)境進(jìn)行分析和評(píng)估,然后通過(guò)對(duì)電子商務(wù)用戶的行為特點(diǎn)進(jìn)行了細(xì)致的剖析,在此基礎(chǔ)上提出網(wǎng)絡(luò)沖印業(yè)務(wù)的目標(biāo)客戶群及影響網(wǎng)絡(luò)沖印業(yè)務(wù)發(fā)展的主要因素。 在對(duì)河南網(wǎng)通內(nèi)部組織機(jī)構(gòu)及網(wǎng)絡(luò)情況分析的基礎(chǔ)上,結(jié)合河南網(wǎng)通網(wǎng)絡(luò)沖印業(yè)務(wù)前期試用效果,運(yùn)用SWOT分析方法對(duì)河南網(wǎng)通開(kāi)展網(wǎng)絡(luò)沖印業(yè)務(wù)進(jìn)行了評(píng)估,得出河南網(wǎng)通具有開(kāi)展該項(xiàng)業(yè)務(wù)的獨(dú)特優(yōu)勢(shì)的結(jié)論。 為了使網(wǎng)絡(luò)沖印網(wǎng)站得到良好的運(yùn)營(yíng)效果,根據(jù)電子商務(wù)運(yùn)作中需要考慮的商業(yè)模式、流程設(shè)計(jì)及網(wǎng)絡(luò)營(yíng)銷策略三方面內(nèi)容對(duì)“商都沖印”展開(kāi)詳細(xì)分析,分別從產(chǎn)品、定價(jià)、渠道和促銷等幾方面制定了河南網(wǎng)通網(wǎng)絡(luò)沖印業(yè)務(wù)組合營(yíng)銷策略。 產(chǎn)品方面,針對(duì)目前處于業(yè)務(wù)導(dǎo)入階段的特點(diǎn),提出采取服務(wù)策略,引入QQ客服,完善售前、售中、售后服務(wù)。 定價(jià)方面,為了培養(yǎng)用戶消費(fèi)習(xí)慣,迅速開(kāi)拓市場(chǎng),定價(jià)采取低價(jià)格滲透戰(zhàn)略。 渠道方面,在借鑒固話、小靈通、寬帶的渠道營(yíng)銷經(jīng)驗(yàn)的基礎(chǔ)上,整合資源,采取以網(wǎng)上直銷為主,同時(shí)利用營(yíng)業(yè)廳、社區(qū)經(jīng)理營(yíng)銷渠道為輔的組合營(yíng)銷渠道策略,使得網(wǎng)絡(luò)沖印業(yè)務(wù)客戶群自熟悉網(wǎng)絡(luò)操作的客戶輻射到不懂電腦操作的客戶。 促銷方面,靈活組合運(yùn)用廣告、公共關(guān)系、人員促銷、業(yè)務(wù)演示等多種營(yíng)銷傳播方式。力求塑造技術(shù)領(lǐng)先的公司形象、宣傳和促銷差異化的服務(wù)。
[Abstract]:For telecom operators, the era of voice service has passed, and telecom operators have entered the era of diversification. Telecom operators have started to transform from basic service providers to integrated information service providers. The value chain of telecom operators has been extended from only equipment manufacturers, telecom operators and end users to include communication service providers, content service providers, application and integration service providers, and financial service providers. Terminal equipment provider, user multi-link new industry chain. It is the function of telecom operators to provide basic communication services, and value-added services, especially Internet value-added services, will be the key factor for telecom operators to achieve sustained growth, and value-added services are constantly innovating and developing. New business models are needed. E-commerce brings an opportunity for the transformation of telecom operators. Network print service is a value-added service developed on the Internet in recent years. It is based on Internet technology and communication technology to digitize the sales of digital photo printing service and related products. Consumer with terminal equipment, can self-order products, access to services. This paper analyzes and evaluates the market environment of Internet value-added service, the network print service, from the perspective of e-commerce operation, and then makes a detailed analysis of the behavior characteristics of e-commerce users. On this basis, the target customer group of network print business and the main factors influencing the development of network print business are put forward. Based on the analysis of the internal organization and network situation of Henan Netcom, combined with the preliminary trial effect of Henan Netcom's network printing business, the SWOT analysis method is used to evaluate the network printing business of Henan Netcom. The conclusion that Henan Netcom has the unique advantage of carrying out this business. In order to make the network print website get good operation effect, according to the business model, the process design and the network marketing strategy that need to be considered in the operation of electronic commerce, the paper carries out a detailed analysis of the "commercial capital print", respectively from the product, pricing, etc. Channels and sales promotion and other aspects of the development of Henan Netcom network print business combination marketing strategy. In terms of products, in view of the characteristics of the current business introduction stage, this paper puts forward the adoption of service strategy, the introduction of QQ customer service, the improvement of pre-sale, in-sale, after-sales service. Pricing, in order to cultivate consumer habits, quickly open up the market, pricing low-price penetration strategy. In terms of channels, on the basis of the experience of channel marketing in fixed-line, PHS, and broadband, we should integrate resources and adopt a combination marketing channel strategy, which is mainly based on direct selling on the Internet, and at the same time uses the sales hall and community manager's marketing channel as a supplement. Network printing business customers from familiar with network operations to customers who do not understand computer operations. Promotion, flexible combination of advertising, public relations, personnel promotion, business presentations and other marketing communication methods. Strive to create a leading technology company image, promotion and promotion of differentiated services.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F626

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 陳曦;易維網(wǎng)IT在線服務(wù)平臺(tái)的網(wǎng)絡(luò)營(yíng)銷策略研究[D];北京郵電大學(xué);2010年

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本文編號(hào)：2072116