长沙电信产品经理负责制实施研究(1)

湖南大学硕士学位论文长沙电信产品经理负责制实施研究姓名：刘兴华申请学位级别：硕士专业：工商管理指导教师：李敬20040930IIIABSTRACTThemarketenvironmentinthetelecommunicationbusinessischangingrapidly.Facingtheopportunitiesandchallengestogether,eachenterpriseinthebusiness,includingHunanTelecom,ChangshaBranch,hasnootherchoicebuttoimprovetheabilityofmarketingandmanagement.Marketingisoneofthemostimportantfunctionsinanenterprise.Theeffectivenessoftheapplicationandrealizationofthemarketingstrategiesandtacticsisdependedupontheefficiencyofthemarketingmanagement.HunanTelecom,ChangshaBranchhasbeenmakinganefforttochooseandcontinuouslyimprovetheappropriatemarketingmanagementandorganizationalform.BasedontheanalysisoftheexteriorenvironmentandthemarketingabilityoftheCompany,thethesisstudiestheapplicationprocessofthesystemoftheproductionmanagerresponsibleandfindsoutthevalidmeasurementtopromotethemarketingmanagementandorganizationalforminthenewcircumstances.AfteranalyzingthebackgroundofthetheoriesofmarketingmanagementmethodsandanalyzingtheCompany’sdevelopmentcircumstancesfrommacro-environmentanddevelopmentstatusofthebusiness,thethesisevaluatestheCompany’smarketingabilityundertheanalysisofitsresources.ThethesisthenstatesandanalyzestheCompany’sreformprocesswhichischangingsystemoffunctionalmarketingmanagementintothesystemofproductionmanagerresponsibleforpromptingitsmarketingabilityandfindsoutthemainproblemsexistinginthesystemofthetelecommunicationproductsmanagement:Havingnotfinishedtheoptimizationoftheoperationprocessandtheimprovementofthecapabilityoftheproductionmanager,thesystemofthetelecommunicationproductionmanagerresponsiblecannotaccomplishthetasksofmarketresearch,satisfyingthecustom’sneedsandpromotingtheprofits,etc.,fortheneedofscale-effectivenessoftheCompanyunderthepresentmodeofproductionmanagement.Thethesisputsforwardthreemainsuggestionswhichareestablishingcoordinationgroupforproductionandinformationmanagementsystemforproductionmanagersandstrengtheningthemarketsubdividingforthemarketingofthetelecommunicationproductionportfolios.Keywords:Telecom;Marketingmanagement;Productionmanager;Research1______2III2.12002···················122.2·······················153.1························183.2···························223.3···························223.4·······················234.1······················244.2·······················294.3··························384.4·····················45IV2.12002··················124.1························254.2······················264.3··················274.4·······················294.5······························304.6··················344.7······················37-1-[1]1.12002BPR1002003719998200375-2-1.2[2]1.2.1[3]-3-[4][5]//[6]1.2.2[7]-4-1.2.2.1[6734]61.2.2.21.3.2.3-5-1.2.3[8][9]1.3-6-[10]200320032003-7-200092000300068IP200300800SDHADSLVDSLLANCablemodem2.12.1.12.1.1.11998-8-1.200362028500302842[11]2.[12]2003,200347.83%6.29%56%3.19951999310200012199581%716070%70%80%200120345.74,5.4[13]-9-2.1.1.21995199532020039282003GDP14.0200349536.5%1995486020039933199549.2200331.6“”20011806312890212431327416493236.812351.810150.11422763.3[14]201020002.1.1.32003601.761.11038.94-10-2.1.1.420[15]2.1.1.5ADSLCablemodem-11-2.1.22.1.2.1188219921000110100019981620002200134200324.38199519981998319992001122001-12-2.1.2.220035136.84610.02215.2271.0154.718623.543.3653199.826330.526869.35365.742.1%21.2%20.9%89.2%[16]20024115.82200115%GDP8%2.12002200281.5%2.12002()(%)4115.82100142734.7192446.81814.4583.814.1200233.74%19972654.1%25.29%22.86%16.8%16.19%117.72%104.70%10-13-2.1.2.3200261.1366.56.51228IP70IP3%5%200072200317001/4200191DID200342003320031IPIP2004IPIP15-14-2.20039520031031.5(22.2)20035012%100IPIPIPIP22.41%13.23%IP199932000415.33%25.28%2.1.2.4-15-200312157200282012.7%2.20%1234()2.2-20033014213-16-22100%2.310000-17-2.4-18-3.13.1.1100003.13.1-19-3.1.2[17]9020033200220033.2BPR20041-20-23456BPRBPR[18]-21-20033.33.3.12080[19],3.3.2KPI-22-[20]13.23.33.3BAC-23-23.4200363.4BABA-24-4.14.1.14.14.13.14.1………-25-4.1.24.1.2.194.11100002PHS450M3ADSLCABLEMODEM456IP3002008007201IC8IP94.1.2.2/4.2-26-4.24.1.2.31.24.1.2.44.3KPI[21]-27-4.340%10%5%10%10%10%10%5%BPR4.1.2.535-28-20037964.1.34.1.3.11.2.4.1.3.2-29-4.24.24.1.3.34.41.3-52.–1./2.1.2.4.4///-30-4.22003794.2.14.2.1.1PHS[22]4.2.1.24.5500mw,1/5010mw1/20032K13K21003008003--84.2.1.3PHS“”-31-4.2.1.4200311198684.2.1.51.WEB2.MisscallMisscall3.4.WIWIWIWIPDA32/64Kb4.2.2[23]-32-4.2.2.1GSM20037[24]4.2.2.22003782068-33-4.2.2.3961666669301017106587336621151470.121.69.37.2-34-4.61826283038304831583169179108910992110102111112110175009715344357290358050.071.151.720.862021.26%96166610-35-4.2.2.44.2.34.2.3.1GSM200371.(1)I2053+10.280.151+10.28/0.06/1+10.36/0.06/II=11++200030001002300160001002.56001300001003300011003.5-36-(2)ARPU2.CDMA250.30.1600TCL182860020200374.2.3.20371.2276828241104-37-174.12.(1)4.7A0760045A0370055UT-31885060PT-1689+85065PS-7179507026A95070A06118088PS-12130090UT-618140090UT-618+1500100UT-718+1880150(2)I.12-38-3II3.97244.3-39-70%25304.03812812820631821920314220.516.74.2.3.34.2.4[25]-40-4.2.4.14.2.4.24.2.4.3-41-PSID4.2.4.44.