深圳电信综合信息服务方案设计及实施研究
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摘要
随着深圳市社会经济的发展和生活水平的提高,用户对电信业务提出了更高的要求。市场的发展决定了深圳电信必须向综合信息服务提供商转型。深圳电信由基础运营商向综合信息服务提供商转型,对企业自身以及行业乃至社会发展有极其重要的意义。深圳电信必须向用户提供综合的信息服务,才能够在市场竞争中占据有利地位。打造综合信息服务提供商,深圳电信在观念上要有所更新,必须具备合作共赢的意识,努力做好服务和创新工作。
本文正是基于此,首先分析了深圳市电信企业的发展特点,即传统业务已经饱和,综合信息服务成为电信企业发展的新的突破点,通过国内外电信企业的发展历程和现状,提出深圳电信转型的必要性；其次,分析深圳电信的业务现状和行业及深圳电信行业现状,说明深圳电信转型存在的困难和障碍,以及如何解决这些问题；最后阐述深圳电信转型的过程和方法,包括深圳电信综合信息服务方案设计以及深圳电信综合信息服务方案实施两个方面,其中深圳电信综合信息服务方案设计部分包括设计目标、总体架构及主要服务等方面；深圳电信综合信息服务方案支撑要素部分包括网络与技术转型、组织与人力资源转型、精准化管理、发挥规划、预算、考核的导向作用、支撑系统、持续创新能力、外部环境等方面。
With the economic development of Shenzhen, and the improvement of living standards, users of telecommunications services have set higher requirements. Development of the market determines the Shenzhen Telecom to transition to an integrated information service provider. Shenzhen-based telecom operator by the integrated information service provider to the transformation of the enterprises themselves and the industry as well as social development is extremely important. Shenzhen Telecom must provide users with comprehensive information service to be able to compete in the market to gain an advantageous position. To create an integrated information service provider, Shenzhen Telecom in the concept, we should be update; you must have the sense of win-win cooperation, and strive to provide good service and innovation.
This is precisely because of this, the first analyzes the development of telecom enterprises in Shenzhen City, the characteristics of the traditional business is already saturated, integrated information services into the telecommunications business development of new breakthrough, by domestic and international telecommunications business development history and present situation of Shenzhen Telecom transformation of necessity; Second, it analyzes the status quo of Shenzhen Telecom's business and industry and the status of the telecommunications industry in Shenzhen, indicating Shenzhen Telecom in transition of the difficulties and obstacles, and how to address these problems; the final transformation of Shenzhen Telecom explained the process and methods, including Shenzhen Telecom integrated information services program design and Shenzhen Telecom integrated information services, two aspects of program implementation, including Shenzhen Telecom part of integrated information services, program design, including design objectives, the overall architecture and major services and so on; Shenzhen Telecom integrated information services program, part of the supporting elements, including network and technology transformation, organizational and human resource transformation, precision management, play the planning, budgeting, assessment of the guiding role, support system, continuous innovation capacity, the external environment.
本文正是基于此,首先分析了深圳市电信企业的发展特点,即传统业务已经饱和,综合信息服务成为电信企业发展的新的突破点,通过国内外电信企业的发展历程和现状,提出深圳电信转型的必要性；其次,分析深圳电信的业务现状和行业及深圳电信行业现状,说明深圳电信转型存在的困难和障碍,以及如何解决这些问题；最后阐述深圳电信转型的过程和方法,包括深圳电信综合信息服务方案设计以及深圳电信综合信息服务方案实施两个方面,其中深圳电信综合信息服务方案设计部分包括设计目标、总体架构及主要服务等方面；深圳电信综合信息服务方案支撑要素部分包括网络与技术转型、组织与人力资源转型、精准化管理、发挥规划、预算、考核的导向作用、支撑系统、持续创新能力、外部环境等方面。
With the economic development of Shenzhen, and the improvement of living standards, users of telecommunications services have set higher requirements. Development of the market determines the Shenzhen Telecom to transition to an integrated information service provider. Shenzhen-based telecom operator by the integrated information service provider to the transformation of the enterprises themselves and the industry as well as social development is extremely important. Shenzhen Telecom must provide users with comprehensive information service to be able to compete in the market to gain an advantageous position. To create an integrated information service provider, Shenzhen Telecom in the concept, we should be update; you must have the sense of win-win cooperation, and strive to provide good service and innovation.
This is precisely because of this, the first analyzes the development of telecom enterprises in Shenzhen City, the characteristics of the traditional business is already saturated, integrated information services into the telecommunications business development of new breakthrough, by domestic and international telecommunications business development history and present situation of Shenzhen Telecom transformation of necessity; Second, it analyzes the status quo of Shenzhen Telecom's business and industry and the status of the telecommunications industry in Shenzhen, indicating Shenzhen Telecom in transition of the difficulties and obstacles, and how to address these problems; the final transformation of Shenzhen Telecom explained the process and methods, including Shenzhen Telecom integrated information services program design and Shenzhen Telecom integrated information services, two aspects of program implementation, including Shenzhen Telecom part of integrated information services, program design, including design objectives, the overall architecture and major services and so on; Shenzhen Telecom integrated information services program, part of the supporting elements, including network and technology transformation, organizational and human resource transformation, precision management, play the planning, budgeting, assessment of the guiding role, support system, continuous innovation capacity, the external environment.
引文
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[3]王晓初.“优化资源配置,文施精确管理,促进深圳电信全面协调可持续发展”[R].《在深圳电信集团丁作会议上的报告》,2004,12.
[4]深圳电信集团.深圳电信2004--2006发展战略规划[R].2004,12.
[5]王晓初.将深圳电信转型进行到底[J].通信世界,2005,5.
[6]徐勇.网络转型正当时[N].人民邮电报,2005,5.
[7]肖卓.深圳电信转型中深化服务系列：帮助客户增值[N].人民邮电报,2005,3.
[8]菲利普.科特勒.营销管理.梅清豪译.第11版.上海人民出版社,出版年：2003.466-478.
[9]迈克尔·波特.竞争战略[M].陈小悦译,北京华厦出版社,出版年：1997.2-36.
[10]匡斌.电信营销：理论精要[M].北京：北京邮电大学出版社,出版年：2005,50-80.
[11]Lee, Angela Y. The Effects of Implicit Memory on Memory-Based versus stimu lus-Based Brand Choice, Journal of Marketing Research,出版年：2002[5].
[12]麦肯锡公司.1993-1997年各行业总体股东回报与品牌关系分析报告,1998.
[13]闭乐华.从五力模型看电信业的进入障碍[J],通信企业管理.2005,10.50-60.
[14]Turner. The Forest of Symbols. Cornell University Press.出版年：1967.
[15]Higgins, E. Tory. Beyond Pleasure and Pain, American Psychologist,出版年：1997.
[16]吴伟.候小梅.李南.电信营销渠道需完善[J].通信企业管理,2005,7.30-38
[17]Atkin, Douglas. The Culting of Brands. Penguin.出版年：2004.
[18]张艳芳.体验营销.西南财经大学出版社.出版年：2007年.
[19]Sehultz, DonE. And HeidiF. Sehultz, IMC:The Next Generation, Me Graw-Hill,出版年：2003.
[20]皇甫刚.绩效考核与管理案例.电子工业出版社,出版年：2005年.
[21]曾朝晖.本土品牌实战案例.中国人民大学出版社,出版年：2005.
[22]孙志忠.聚焦固网转型[N].人民邮电报,2005.11-13(8).