中国电信移动政务商业模式研究
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摘要
随着3G牌照的发放和运营商重组落下帷幕,我国通信市场进入了三家全业务运营商竞争的时代。在个人市场趋于饱和、用户ARPU值持续下降时,运营商急于寻找新的业务增长点,于是纷纷将目光投向了行业应用的市场。移动政务作为电子政务的延伸,在各省纷纷建设“智慧城市”的大潮中必然有着广泛的应用前景,而且由于其客户群的特殊性,所以各运营商都将移动政务作为最重要的行业应用之一。中国电信作为移动市场的后进入者,要在移动政务的发展中处于领先地位,就必须研究出适合自己的商业模式。
本文从移动政务的内涵和概念入手,利用商业模式的相关理论,结合运营商的实际情况,提出运营商移动政务的定义、要素、商业模式和评价体系,作为本论文的理论基础。利用该理论体系对中国电信移动政务商业模式——“集成服务+战略联盟”模式进行了介绍,通过模糊综合评价法、层次分析法和德尔菲法对该商业模式从企业外部现实、企业内部模式、盈利模式和通信网络四个要素,从有效性和可持续性两个维度进行了评价,指出该商业模式运作过程中的缺点和不足。在此基础上提出了中国电信移动政务商业模式的优化建议：第一是强化创新理念,细化创新措施；第二是积极参与内容应用,整合产业价值链；第三是加强市场细分,拓展营销渠道；第四是加快综合平台建设,优化支撑体系；第五是跟踪先进技术,优化网络结构；第六是增强执行力度,完善考核机制；第七是跟踪行业竞争环境,动态调整商业模式。
The telecommunication marketing goes into a competitive period of the three full business operators, after the 3G license approvals and business reorganizations. When all the operators are eager for seeking new growth profits as the substitute of personal telecommunication profit, competitions grow up in the new area of industry usage marketing. As the extension usages of e-government, M-government will be applied and developed widely in the future'Wisdom Cities'. Thus the development of M-government has become to the most important and prospective area for all operators. As the latest comer of Chinese mobile business operator, China Telecom needs to develop the most appropriate business model for itself to get the leading position in mobile government development.
This paper first studied the M-government connotation and concept, and by using the business model theory knowledge, combined with the actual condition, the author puts forward on Communications enterprise M-government business model, elements and the evaluation index system, this will be the theoretical foundation of this paper. On the basis of value chain theory and marketing theory, the insufficient and shortage of current model were evaluated and pointed out at the four dimensions of outside performance, inside management, profit model and business model. Furthermore, the fuzzy comprehensive evaluation method, AHP and Delphi technique analysis model was used to invest the feasibilities and directions of China Telecom's mobile government business. As conclusion, the overall suggestion of optimized operator marketing model comes up with the detailed suggestions to set up promoted value chain of China Telecom's M-government. And the suggestions include following:firstly, it is necessary to strengthen innovative concept, refine innovation measures. Secondly, it is fundamental to enhance marketing analysis and increase sale channels. Thirdly, it is important to optimize net structure and improve risk management. Fourthly it is vital to accelerate integrated platform. Fifthly it is necessary to build and optimize supporting system. Sixthly it is fundamental to strength enforcement, and perfect examination mechanism. Seventhly it is important to track industry competitive environment, the dynamic adjustment business model.
本文从移动政务的内涵和概念入手,利用商业模式的相关理论,结合运营商的实际情况,提出运营商移动政务的定义、要素、商业模式和评价体系,作为本论文的理论基础。利用该理论体系对中国电信移动政务商业模式——“集成服务+战略联盟”模式进行了介绍,通过模糊综合评价法、层次分析法和德尔菲法对该商业模式从企业外部现实、企业内部模式、盈利模式和通信网络四个要素,从有效性和可持续性两个维度进行了评价,指出该商业模式运作过程中的缺点和不足。在此基础上提出了中国电信移动政务商业模式的优化建议：第一是强化创新理念,细化创新措施；第二是积极参与内容应用,整合产业价值链；第三是加强市场细分,拓展营销渠道；第四是加快综合平台建设,优化支撑体系；第五是跟踪先进技术,优化网络结构；第六是增强执行力度,完善考核机制；第七是跟踪行业竞争环境,动态调整商业模式。
The telecommunication marketing goes into a competitive period of the three full business operators, after the 3G license approvals and business reorganizations. When all the operators are eager for seeking new growth profits as the substitute of personal telecommunication profit, competitions grow up in the new area of industry usage marketing. As the extension usages of e-government, M-government will be applied and developed widely in the future'Wisdom Cities'. Thus the development of M-government has become to the most important and prospective area for all operators. As the latest comer of Chinese mobile business operator, China Telecom needs to develop the most appropriate business model for itself to get the leading position in mobile government development.
This paper first studied the M-government connotation and concept, and by using the business model theory knowledge, combined with the actual condition, the author puts forward on Communications enterprise M-government business model, elements and the evaluation index system, this will be the theoretical foundation of this paper. On the basis of value chain theory and marketing theory, the insufficient and shortage of current model were evaluated and pointed out at the four dimensions of outside performance, inside management, profit model and business model. Furthermore, the fuzzy comprehensive evaluation method, AHP and Delphi technique analysis model was used to invest the feasibilities and directions of China Telecom's mobile government business. As conclusion, the overall suggestion of optimized operator marketing model comes up with the detailed suggestions to set up promoted value chain of China Telecom's M-government. And the suggestions include following:firstly, it is necessary to strengthen innovative concept, refine innovation measures. Secondly, it is fundamental to enhance marketing analysis and increase sale channels. Thirdly, it is important to optimize net structure and improve risk management. Fourthly it is vital to accelerate integrated platform. Fifthly it is necessary to build and optimize supporting system. Sixthly it is fundamental to strength enforcement, and perfect examination mechanism. Seventhly it is important to track industry competitive environment, the dynamic adjustment business model.
引文
1赵小伟 葛晓萍,移动电子政务国内外应用现状分析,现代经济信息,2010年第4期
2姚国章 胥家鸣,新加坡电子政务发展规划与典型项目解析,《电子政务》
3赵文晶 李传莉,移动政务构筑新一代电子政府,家庭办公,2005年12期
4 Stewart, DW, and Zhao, Q.Internet Marketing,business models,and public policy[J],Journal of Public Policy & Marketing 2000,19(3):287-296
6 Timmers,P.Business models for electronic markets[J].Journal on Electronic Markets,1998,8(2):3 8
6 KM Lab Inc The role of the business model in capturing value from innovation:Evidence from Xerox corporation's technology spinoff companies[R].Harvard Business School,2000
7Osterw alder,A, Yves Pigneur,and Chirstopher L Tucci Clarifying business models:Origins, present,and future of the concept[J].Communications of the Information Systems,2005,15(5):1-25.
8 Michael Morris, Minet Schindehutte, and Jeffrey Allen, The entrepreneur's business model:Toward a unified perspective [J] Journal of Business Research,2003,58 (1):726-735.
9张其翔 吕廷杰,商业模式研究理论综述,商业经济,2006年30期：14；
10原磊,国外商业模式理论研究评价,外国经济与管理,2007年10月第29卷第10期
11 Hamel,G Lead the revolution[M].MA:Harvard Business School Press, 2000:156-198
12张其翔 赵欣艳 吕廷杰,电信企业的商业模式及评价方法,电信科学,2007
13胡永宏 贺恩辉,综合评价方法[M],北京：科学出版社,2000：167-188
14迈克.波特(美国),《竞争优势》,华夏出版社,1997
15吕廷杰,《电信重组后的产业链与市场格局分析》,通信产业报,2002
16 张日,国际成功业务营销模式：转型中的英国电信,通信世界,2004
17余祖江,从“做业务”到“逆品牌”中电信提升用户感知,通信信息报,2009
18蒋水林,电信运营商建立混合盈利模式的探讨,人民邮电报
[1]赵小伟 葛晓萍,移动电子政务国内外应用现状分析,现代经济信息,2010年第4期
[2]姚国章 胥家鸣,新加坡电子政务发展规划与典型项目解析,电子政务,2009年1 2期
[3]赵文晶 李传莉,移动政务构筑新一代电子政府,家庭办公,2005年12期；
[4]Stewart,DW,and Zhao, Q.Internet Marketing, business models, and public policy [J].Journal of Public Policy & Marketing 2000,19(3):287-296
[5]Timmers, P. Business models for electronic markets [J] Journal on Electronic M arkets,1998,8(2):3-8
[6]KM Lab Inc The role of the business model in capturing value from innovation: Evidence from Xerox corporation's technology spinoff companies [R].Harvard Business School,2000
[7]Osterw alder, A, Yves Pigneur, and Chirstopher L Tucci Clarifying business models: O rigins, present, and future of the concept [J].Communications of the Information Systems,2005,15(5):1-25.
[8]Michael Morris, Minet Schindehutte, and Jeffrey Allen, The entrepreneur's business model:Toward a unified perspective [J] Journal of Business Research,2003,58(1):726-735.
[9]张其翔 吕廷杰,商业模式研究理论综述,商业经济,2006年30期：14；
[10]原磊,国外商业模式理论研究评价,外国经济与管理,2007年10月第29卷第10期
[11]Hamel, G Lead the revolution [M].MA:Harvard Business School Press,2000:156-198
[12]张其翔赵欣艳吕廷杰,电信企业的商业模式及其评价方法,电信科学,2007
[13]胡永宏贺恩辉,综合评价方法[M],科学出版社,2000：167-188
[14]迈克.波特(美国),竞争优势,华夏出版社,1997
[15]吕廷杰,电信企业重组后的产业链与市场格局分析,通信企业管理,2002年第02期
[16]张晶,国际成功业务营销模式：转型中的英国电信,通信世界,2004
[17]余祖江,从“做业务”到“塑品牌”中电信提升用户感知,通信信息报,2009年第14期
[18]蒋水林,电信运营商建立混合盈利模式的探讨,人民邮电报,2006年11期
2姚国章 胥家鸣,新加坡电子政务发展规划与典型项目解析,《电子政务》
3赵文晶 李传莉,移动政务构筑新一代电子政府,家庭办公,2005年12期
4 Stewart, DW, and Zhao, Q.Internet Marketing,business models,and public policy[J],Journal of Public Policy & Marketing 2000,19(3):287-296
6 Timmers,P.Business models for electronic markets[J].Journal on Electronic Markets,1998,8(2):3 8
6 KM Lab Inc The role of the business model in capturing value from innovation:Evidence from Xerox corporation's technology spinoff companies[R].Harvard Business School,2000
7Osterw alder,A, Yves Pigneur,and Chirstopher L Tucci Clarifying business models:Origins, present,and future of the concept[J].Communications of the Information Systems,2005,15(5):1-25.
8 Michael Morris, Minet Schindehutte, and Jeffrey Allen, The entrepreneur's business model:Toward a unified perspective [J] Journal of Business Research,2003,58 (1):726-735.
9张其翔 吕廷杰,商业模式研究理论综述,商业经济,2006年30期：14；
10原磊,国外商业模式理论研究评价,外国经济与管理,2007年10月第29卷第10期
11 Hamel,G Lead the revolution[M].MA:Harvard Business School Press, 2000:156-198
12张其翔 赵欣艳 吕廷杰,电信企业的商业模式及评价方法,电信科学,2007
13胡永宏 贺恩辉,综合评价方法[M],北京：科学出版社,2000：167-188
14迈克.波特(美国),《竞争优势》,华夏出版社,1997
15吕廷杰,《电信重组后的产业链与市场格局分析》,通信产业报,2002
16 张日,国际成功业务营销模式：转型中的英国电信,通信世界,2004
17余祖江,从“做业务”到“逆品牌”中电信提升用户感知,通信信息报,2009
18蒋水林,电信运营商建立混合盈利模式的探讨,人民邮电报
[1]赵小伟 葛晓萍,移动电子政务国内外应用现状分析,现代经济信息,2010年第4期
[2]姚国章 胥家鸣,新加坡电子政务发展规划与典型项目解析,电子政务,2009年1 2期
[3]赵文晶 李传莉,移动政务构筑新一代电子政府,家庭办公,2005年12期；
[4]Stewart,DW,and Zhao, Q.Internet Marketing, business models, and public policy [J].Journal of Public Policy & Marketing 2000,19(3):287-296
[5]Timmers, P. Business models for electronic markets [J] Journal on Electronic M arkets,1998,8(2):3-8
[6]KM Lab Inc The role of the business model in capturing value from innovation: Evidence from Xerox corporation's technology spinoff companies [R].Harvard Business School,2000
[7]Osterw alder, A, Yves Pigneur, and Chirstopher L Tucci Clarifying business models: O rigins, present, and future of the concept [J].Communications of the Information Systems,2005,15(5):1-25.
[8]Michael Morris, Minet Schindehutte, and Jeffrey Allen, The entrepreneur's business model:Toward a unified perspective [J] Journal of Business Research,2003,58(1):726-735.
[9]张其翔 吕廷杰,商业模式研究理论综述,商业经济,2006年30期：14；
[10]原磊,国外商业模式理论研究评价,外国经济与管理,2007年10月第29卷第10期
[11]Hamel, G Lead the revolution [M].MA:Harvard Business School Press,2000:156-198
[12]张其翔赵欣艳吕廷杰,电信企业的商业模式及其评价方法,电信科学,2007
[13]胡永宏贺恩辉,综合评价方法[M],科学出版社,2000：167-188
[14]迈克.波特(美国),竞争优势,华夏出版社,1997
[15]吕廷杰,电信企业重组后的产业链与市场格局分析,通信企业管理,2002年第02期
[16]张晶,国际成功业务营销模式：转型中的英国电信,通信世界,2004
[17]余祖江,从“做业务”到“塑品牌”中电信提升用户感知,通信信息报,2009年第14期
[18]蒋水林,电信运营商建立混合盈利模式的探讨,人民邮电报,2006年11期
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