【作者】 钱慧；

【导师】 吕廷杰；

【作者基本信息】 北京邮电大学 ， 管理科学与工程， 2007， 博士

【摘要】 技术的重大突破IP电话的出现，导致电信市场洗牌。一些深层次的问题也开始浮现出来：电信市场的逐步放开，普遍服务的更加深入，用户需求的提高，竞争对手的涌现，竞争越来越激烈，信息越来越透明，产品的同质化，使电信运营商，尤其是固网运营商遇到了相似的行业共性问题：客户增长乏力；新业务增长点短缺；现有市场越来越狭窄，为了挣得有限的市场空间，恶性价格战愈演愈烈，行业出现增量不增收的异常局面；成本压力、利润压力加大；互联互通问题剪不断，理还乱，并呈现向新业务蔓延之势。这些问题的存在概括地说，就是作为电信运营商如何开发和拓展市场空间，创建蓝海，创新价值，创建并提高企业自身竞争优势的问题。这是个电信业和理论界必须重视和研究的一项重大课题。本论文就基于客户价值的电信市场空间开发中问题进行研究，全文共分九章，具体安排如下：第一章首先阐述了本文研究的背景、目的、意义、主要内容和创新点。回顾和评述市场空间理论研究。本研究的重要性在于该问题是现实环境变化对电信企业管理的要求、是企业寻求和建立竞争优势的战略需要，也是充实和完善理论体系的需要。第二章对现有客户价值的理论文献资料进行了全面综述。市场空间开发的实质和基本前提是把握和挖掘客户价值。第三章提出了基于客户价值的电信市场空间开发理论架构。在企业内应建立客户价值导向的企业文化，培养信息转换为知识的创新性的思维模式，营造有益于创新的环境和氛围，客户价值导向是以客户价值为中心市场导向和学习导向，而客户价值创新在知识经济时代基于价值市场营销管理中起着核心的战略指导和运作的作用，是开发和创造新的市场空间的前提和基础。因此客户价值导向、客户价值信息挖掘、客户价值创新、价值网构成市场空间开发框架的主要内容。第四章讨论了客户价值创新和创造新的市场空间的关系。从客户价值要素，客户价值的沟通和传递，客户价值与低成本、差异化，客户价值和市场空间的关系方面说明了客户价值是市场空间开发的基点。价值创新是一种系统的创新活动和战略思维。价值创新关注如何向现实市场提供比竞争对手更加全新而优异的客户价值，并且通过价值量级的飞越和合适的经济价位造就新的规模市场。要基于客户联盟进行创新机会的识别，公司的价值创新在实务上可以通过提高、降低、创造和剔除的基本方式，在价值创新的产品平台、信息平台、服务平台和递送平台、品牌平台、业务流程上，对价值要素进行相应具体的创新活动。从信息产业、需求、资源的角度对客户价值创新的前提条件进行分析，描述了电信客户价值和市场空间开发的关系，提出通信运营商客户价值度量函数模型和指标体系，并对通信运营商客户价值驱动因素元因子实证分析。第五章研究了提升客户价值的企业市场空间开发方法，描述了以客户价值为导向的战略框架，通过价值流程再造重构企业运营价值体系，提升企业的客户价值创新能力，重视市场空间开发的能力源：知识联盟，创新业务模式，并就电信运营企业创新业务模式进行实证分析及建议。知识联盟是开拓电信市场空间的能力源，价值创新需要相应的企业能力尤其是价值创新能力作保证，因此价值创新能力是创造新的市场空间的前提和基础，而价值创新能力的形成和培育需要企业系统的知识管理。开拓市场空间的能力结构可以表现为人员能力、技术能力、组织能力、信息整合能力、价值流程能力、企业联盟能力等，它们相互作用、相互补充，共同完成市场空间开发中的客户价值创新活动。业务模式是开拓电信市场空间的能力场，是企业能力与客户需求的桥梁。本章构建了电信运营商的价值网模式，并指出运营商应加强自身电子商务和数字化建设；掌握客户接触点并充分了解顾客的需求；真正给客户带来价值增值的是应用提供，运营商应加强应用平台搭建能力；加强体验营销和品牌策划；加强管理合作伙伴的能力，做服务整合提供商并强调了外包的原则；发挥渠道作用；运营商的挑战在于将有效的、独特的执行能力与有力的顾客界面融为一体，成功将取决于建立众多的可信任关系网，协调产业各方利益，实现多方的、共赢的、协调发展，共同推动产业发展，在实现价值网价值最大化的同时，努力实现企业自身价值的最大化。第六章讨论了开发市场空间战略的建议，并针对电信市场空间的开发提出可行性战略建议。第七章就论文的主要结论对全文进行总结，指出论文存在的局限性，并且提出今后进一步研究的方向。更多还原

【Abstract】 With the advent of IP phone, the telecom market is experiencing the process of reshuffling. Some problems begin to appear: telecom market open gradually, Universal service proceeds deeply, more competitors come out, the competition becomes more violent, all of those make telecom carriers, especially fixed-line carriers confronts similar problems: customer increases slowly, existing market becomes much smaller, "price war" happens more frequently; interconnection problem can’t be settled. In a word, all the problems reflect how the telecom carriers exploit new market space, create and improve competitive edge, which is also the important subject the telecom industry and experts should take into consideration.The article focuses on the issues on customer value in telecom market space development, which consists of nine sections, they are arranged as follows:Section 1 expatiates on that the background , objective and significance of the paper, important content and points in innovation. introduces a comprehensive review on the existing literatures on market space. The importance to study the issue of customer value management in market space development exists in the fact that it is the need of management for the environment changes, the demand for companies to seek for their competitive advantages, and the requirement to enrich and fill up the theories.Section 2 introduces a comprehensive review on the existent literatures on customer value. The essence and prerequisite for market space development is to understand and explore the customer value.Section 3 brings forward the theory framework of telecom market space exploitation based on customer value. In detail, it could establish customer-oriented enterprise culture, cultivate thinking model of moving transforming information into knowledge, and new environment and atmosphere. Customer value orientation is both market orientation and learning orientation with customer value as a focal point, Customer value innovation lies a core strategic and operational role of marketing management based on value in a knowledge-based economy. It is the precondition and basis for market space exploitation and creation. Therefore, customer value orientation, customer value information mining, customer value innovation and value net form the main parts of market space exploitation framework.Section 4 discusses the relationship between customer value innovation and creating new market space. Demonstrated that customer value is basic point for exploiting marketspace from above some sides: elements of customer value ,channel and transfer for customer value , estimates the customer lower cost, variation, relations between customer value and market space. Value innovation is a systematic innovation activities and a strategic notion. The value innovation focuses on offering superior customer value relative to competitors’ to the market, and creating new scale market by the leap of value quantum at reasonable prices available to more mass customers. Identity of Innovation opportunity based on client union .In practice, value innovation can be achieved by the basic model of raising, reducing, creating, and eliminating the value related elements in offerings on the platforms of product, service, delivery, information and brand, flow of Service. Analyze the preconditions for customer value innovation from the aspects of information industry, demand and resources. Describe relations between customer value and telecom market space. Describe the relationship of the telecom customer value and market development , put forward value measurement function model and guide line system of telecom customer . Finally it takes factor analysis for customer value driven factors of telecom carriers.Section 5 studies on ideas about marketspace exploiting for improving customer value, describes the strategy framework based on customer value oriented, according to value flow restruction to build enterprise value system, enhances the innovation abilities of enterprise customer value, regards the capability source of development of market space: knowledge union , innovation service model, and analyzes the innovation service model about telecom carrier. Knowledge alliance is the source of capacities for exploiting telecommunication market space, value innovation need be guaranteed by relative enterprise capacities, especially value innovation capacity, therefore, value innovation capacity is the premise and foundation of creating new market space, however, creation and cultivation of value innovation capacity needs the systemic knowledge management. Capacities structure of exploiting market space could be represented as human capacity, technology capacity, organization capacity, information integration capacity, value process capacity , enterprise alliance capacity and so on, all of them work together for jointly accomplishing customer value innovation activity in the process of market space development. Service model is the capacity field of exploiting telecommunication market space,it is also a bridge between enterprise capacity and customer demands. The article establishes value network service model of telecom carriers, and points out the telecom carriers should strength the electrical commerce and digital construction; master customers contacting point and fully find out the customers demands; Bringing value to customers is application supplying, telecom carriers should strength capacity of application platform building; enhancing experiencing market and brand planning; enhancing management capacity of alliance and acting as service integration supplier and emphasizing principle of outsourcing; the challenge of telecom carriers is combining effective, special enforcing capacity with customer interface; whether it succeeds or not will depend on establishing numerous relationship network, coordinating benefits of all parts, achieving multi-part, win-win, jointly push the development of industry, furthermore, achieving the maximum of enterprise value. The section also brings forward suggestions on service innovation: industry application and community.Section 6 describes the advices on development of market space and lodges some feasible stratagem advices.Section 7 makes the summarizes, points out localizations, and bring forward future researches更多还原