深圳电信我的e家产品创新研究

上海交通大学硕士学位论文深圳电信我的e家产品创新研究姓名：项骥翔申请学位级别：硕士专业：工商管理指导教师：黄采金200801131e2007eeeeeeeeeee2/e10000ee1THERESEARCHOFONEHOMEINTEGRATEDINNOVATIONABSTRACTInrecentyears,ChinaTelecomfacesChinaMobile,ChinaNetcom,ChinaUnicomandanumberofoperatorsoffiercecompetition.Traditionaltelecommunicationsservicesreducedincomeisveryrisky.InreferencetotheGlobalGroupadvancedtelecomoperators,ChinaTelecomdecidedtoimplementstrategictransformation,encourageenterprisesfromthetraditionalbasicnetworkoperatortoamodernintegratedinformationserviceproviderchanges.Inearly2007,ChinaTelecomlaunchedinthehigh-endfamily-orientedcustomers,OneHomeCustomerbrands,Publicitytothetargetcustomers,anintegratedinformationapplicationsallowcustomerstoenjoythebrandnewfamilylife,tomaintainthemomentumofgrowthinbroadbandbusiness,appropriatelyreducedvoicebusinesspricerisk,andInternetvalue-addedservicespullingfamilyincome.Atthisstage,OneHomemainlytoprovidebroadband,voice,andvalue-addedservicesforasimpletieduptotheusercertaindiscountstoattractcustomers.However,comparedwithcompetitors,OneHomethereisalackofdifferencesintheapplicationofcontent-filledandcannotattracthigh-endcustomers.Broadbandusershaveencounteredthedevelopmentofthemarketspaceceilingdilemma,theShenzhenTelecomhadtoactivelyexplorebusinessrestructuringandproductinnovation.Basedonthestrategicuseof’BlueOcean’strategicrestructuringoftheway,thisthesisontheShenzhenTelecomOneHomeintegratedproductinnovationstudiesreachkeyfindingsareasfollows:2(1)Thethesistookadvantageofvaluecurvetools,fromthecustomerdemandandthevalueofperception,analyzedtheexistingOneHomeproductprices,bandwidth,SupportInternetAccessnumber,Theinstallationmaintenanceservices,terminals,communicationsfunctionsandantivirusservicessevenkeyelements,comparedwiththemaincompetitorsTopwaycablebroadbandproducts,foundthatOneHomeproductsisnotconsistentwithextensivecustomerdemand.ThewholeOneHomeproductslackofeffectivevalue-addedapplicationandcannotattracthighEndcustomers.(2)ThroughdiscussedonhowtodrawanddeploytheprojectofbuildingupanewOneHomeproducts,thethesissolveaboveissueconcludedasfollows:Removalofthetraditionalfixed-linetelephone,andtelephoneserviceinsteadofusinge-phoneservicereplaced;ThecurrenthighcostofInstallationandmaintenancefreeservicestosimplifyandreduceunrestrictedfreeservice;InternetbandwidthandtheinternetaccessallowsforenhancedvolumetocomplywiththeclearsupportofthemultimediavideoapplicationsandusersoverthenearfutureatthesametimedemandforInternetaccess;Antivirusfunctionmoreinlinewithcustomerdemand,enablingcustomerstochoosetheantivirussoftware;Alsotofamilysecurityapplications,developinginnovativevalue-addedbusinessbroadbandmarketborders,andultimatelyconstructedtoaOneHomeintegratedproducts.(3)Basedonthecustomergrouping,thethesismadeOneHomenewproductsalestarget,cross-selling/salespromotionstrategyandnewuserdevelopingstrategy.Thethesisalsomadeachannelopration,media'schoiceplan,aspecificarrangementfortheimplementationofinternalresources,andtheestablishmentofamulti-channelmarketingcampaigntopromotesalestothepurpose.Intheend,thethesisalsodesignedOneHomecustomerloyaltymanagementprogramstobuildcustomerretentionandwinbackcustomersimplementationsteps.3KEYWORDS:OneHome,competition,Blueoceanstrategy,valuecurve,marketing.MBAe11.1VOIP20042007eeee3060ARPU150/18eeeee1.2eeeSWOTe1.3eeeeeMBAe2eeMBAe32.1e2.1.1e2007eONEHOMEeeee6e8IPeeeeeeADSLeeEE2.1.2eee8e6eee8ee8MBAe42-1ee81381881M2M20()11M22M2session2.1.3e105000100001500020000250003000035000960(2M)95116001800(2M)356451161882M3885931232748534768(1M)252351871440(1M)46909959138(1M)5521912694193671229885162006122007012007022007032007042007052-1eFIGURE2-1Theincrementof“OneHome“integratedproduct“e”20071emodem,1M13842M2Me8e82e8MBAe52-2e8ee1332710056514743282425.89%30.64%78615139293921944626.75%26.43%82425764386122324521.35%24.80%48773390200111177624.37%28.79%56443449239271126123.59%30.63%2917171412115608424.08%28.17%428682951217553110463624.42%28.20%e828.2e824.4e75ee2.1.4e82-3ee8197205534034.45%9520513819115.29%1082016087.01%9020727896129.31%e8ARPU200ARPU1002MARPU1M30e8e85110e2.1.512-4ee812196144755340318.69%15112825138198389.42%15614181576016.29%67169422789625161.91%(2)531IPMBAe62-5ee81111305340317.17%1071261381917.58%1160601241392789611.93%(3)2-6ee82923645340324.55%3073761381922.41%43496034533027896-4.31%e8e82517192.1.61e82-7ee8386281991532334378948315110424.41%24.41%22984102441815254203942676514.13%10.30%84882222296412812861423922377.97%7.41%287062758121285229723473617.36%16.77%1752003264609592115452562020484214.47%13.62%142MBAe7050001000015000200002500030000350005244173411159719523254770316659469002525154352006122007012007022007032007042007052-2FIGURE2-2Theusersincrementbycalloute8e8ee832-8ee8138768(1M)1440(1M)188960(2M)1800(2M)252384133628617801167289141495(ADSL)Q1081702487812992187315319645(ADSL)1440121326272322316111434498545(ADSL)200102507333914138502564198(ADSL)68287334067277561654183(ADSL)76861234104134514768644538982291125557151632733460(ADSL)AD_67110823488802001381(ADSL)C77610228628231001315(ADSL)3803667161118671151341262