固网运营商的电子商务商业模式设计与运作

上海交通大学硕士学位论文固网运营商的电子商务商业模式设计与运作姓名：张磊申请学位级别：硕士专业：工商管理指导教师：李海刚20080113IPTVIDC10IDCIDCISPICPTHEDESIGNOFE-COMMERCEBUSINESSMODELANDMARKETSTRATEGYFORFTNSORPORATORSABSTRACTModerncommunicationtechnologydevelopment,particularlytherapiddevelopmentofmobilecommunicationtechnology,digitalcommunicationtechnologyandnetworktechnologymakestelecomcarriersconstantlyconfrontedwithnewchallenges.ThetraditionalnetworkresourceinformationserviceshasbeenafightatclosecompetitionintheRedSea,andfarfailedtokeeppacewiththespeedofmoderncommunicationandtherequirementoftelecomcarriers’development.InordertokeepfromheatinguptheRedSea,andimprovetheircompetitiveness,themajorcarriersaretakingcloselookonthedevelopmentofvalue-addedservices.Somevalue-addedservicessuchasbroadband,IPTV,PHS,IDC,aregrowingrapidlyandbecomestarproducts.Telecomoperatorshopetodevelopvalue-addedproductswhichwillbecomeastarproductasmobilecommunicationservice.Sotheycanincreasetheircompetitiveness,andevenpromotethedevelopmentoftheentiretelecommunicationsindustry.TwomajorFTNScarriersbasedonfixed-line,ChinaTelecomandChinaNetcom,haveputrestructuringonagenda.TheyareplanningtorestructuringfrombasicservicesproviderintointegratedFTNS:fixed-telecommunicationsnetworkservice()informationserviceprovider.Thatmeansonlyprovidenetworklinesandresourcesisfarfrommeetingtheneedsofenterprisedevelopment.E-commerceasanewbusinessmodelbirthformtheendoflastcentury,aregraduallygrowingupafter10yearsofdevelopment.Althoughencounteredalotofproblems,itsuniqueefficientandconvenientbusinessvalueattractsmanyenterpriseswhichismakingresearchandfeasibilitystudies.TheybelieveE-commercewillbecomeanalternativesaleschanneloftraditionalbusinessmodel.Inthefixednetworkcarriers’view,e-commerceisanapplicationofIDCcustomersbuthavegreatpotential.Currentlye-commercebusinessalreadyhavenetwork,equipmentandtechnicalconditions.ButtoFTNSoperators,e-commerceisonlyabusinesswhichistoprovideComputerLab,networking,maintenanceandotherbasicservicestoIDC(ISPs)sofar.Internetbillpaymentsystem,InternetapplyingsystemandcallingcardsalesystemisonlyanextensionofFTNScarriers’businessapartment,whichcannotbeasignofrunningane-commerce.Thispapermainlyanalyzesdevelopmentstatus,trendsandmajordevelopproblemsofe-commerce.ThethirdchapterisabouttheactualmarketenvironmentofFTNScarriersrunninge-commerceservice,andthenexplorese-commercebusinessthefeasibilitybySWOTandcompetitiveanalysis.Chapterfourisadesignofplatformstructure,businessmodel,profitabilitymodelandkeysystemsforFTNScarriers.ChaptersixisanexampleofofficialcommercialoperationmarketstrategyforFTNScarriers.Chaptersevenistheconclusionofthestudyandfurtherthought.KEYWORDS:Businessmodel,Profitabilitymodel,BusinessProcessCommercialoperationKeysystem,Win-winvaluechain=16=16=16MBA111.1200532.5%4.7%10%3.7%GDP3G3G3G3G3G1.22006/7=16MBA21.320061.3.1(1)20068.520071-5439.437220.6(2)2006200511.5%46%20%5810(3)780.743.5%2006/7=16MBA344.6%45.9%ARPU120071-52006/720071-520061-5(%)2803.32955.0-5.12068.32190.8-5.6735.0764.2-3.88138.96007.435.55.1%35.5%(4)20071-5458.22183.8634.25824.1500014.7%3.71%80%IDC200320064IPTV(5)1.3.2ARPU=16MBA4iResearch2007B2B20063151.8B2B480957~820125000IT20122011.52012B2B15B2BB2B1.41.4.11.4.2SWOT=16MBA51.4.31.4.41.4.5=16MBA61.51SWOT=16MBA722.1RelationshipCapital2.22.2.1ValueProposition2.2.2TargetCustomerSegmentsMarketegmentationAlexanderOsterwalder=16MBA82.2.3DistributionChannels2.2.4CustomerRelationshipsCustomerRelationshipManagement2.2.5ValueConfigurations2.2.6CoreCapabilities2.2.7PartnerNetworkBusinessAlliances2.2.8CostStructure2.2.9RevenueModelRevenueFlow=16MBA92.321234/5677891011121314YYNN=16MBA102.42.4.12.4.2/2.4.3562.4.42.4.52.4.6=16MBA112.4.7122.52.5.12.5.2=16MBA122.5.32.5.42.62.6.1(1)=16MBA13(2)(3)2.6.2(1)(2)(3)(4)2.6.3(1)(2)(3)(4)=16MBA142.72.7.1(1)(2)(3)=16MBA15(4)30%3(5)2.7.2(1)(2)=16MBA16(3)(4)2.7.3(1)(2)(3)=16MBA1720061162.7.42.7.5=16MBA1833.1SWOT3.1.1Strength(1)20076200698.9%220062006/7/28.4/40.3/21.8%98.920076320062006/72161.1-480.9=16MBA1976732145965943.2753.4XDSL4475.7763.8200548014596ADSLFTTB+LANDDNXDSLFTTBDDNATM(2)(3)KPI(4)365*7*24ADSLFTTB+DDNATM=16MBA20(5)SiscoBell(6)3.1.2Weakness(1)(2)3.1.3Opportunity(1)(2)