【作者】 孙颖；

【导师】 赵静杰；

【作者基本信息】 吉林大学 ， 工商管理， 2014， 硕士

【摘要】 随着国家对信息化建设重视程度的不断提高，以信息消费推动经济转型，刺激内需发展，正在逐渐成为国民经济发展的重要途径。为响应国家政策的号召，工信部也采取了一系列具体措施，让信息消费成为拉动经济发展的新动力。信息化建设的不断发展，对中国电信业运营商自身也提出了愈加严格的要求，使得中国电信业逐渐走向全业务运营时代。网元出租业务是中国电信运营商众多业务之一，也是推进国家信息化建设进程的重要支柱产业。是指采用有偿租用的方式向客户提供各种电信网络元素出租业务的服务，以满足客户自身组网及传送信息的需要。具体包括管道出租、光纤出租、波长出租、同步端口出租及通信设备出租，通达地点：包括国际、省际、省内跨地市、本地区。其覆盖群体多为大客户，产生的经济收入也存在着系列连锁反应，在提高有效保障服务的前提下，容易保持年度持续性收入，是电信运营商主要收入之一。随着信息化多业务发展，涉及的客户面日益扩大，巨大的市场空间促使电信运营商纷纷采取了引进虚拟运营商的方式来发展网元出租业务。虚拟运营商作为中国电信运营商网元出租业务的发展渠道之一，有其存在的必然性。在协助电信运营商不断拓展自身业务范围、带来更多经济收益的同时，作为虚拟运营商，企业自身发展过程中遇到的各种问题不断显现，企业如何获得更好的发展前景，与电信运营商获得双赢局面，直接影响着网元出租业务的持续健康发展。本文采用案例研究方法，讲述了山水公司以虚拟运营商的身份代理电信运营商(吉视传媒)的网元出租业务，在近七年的发展过程中，在帮助吉视传媒打响网元出租品牌的同时，自身也获得了巨大的发展，取了双赢的良好成绩。当然发展的道路也并非一帆风顺，通过描述与合作方及面对市场销售及自身团队在发展过程中的遇到的各种情形，对虚拟运营商运营网元出租业务的问题进行全面分析与讨论。本文首先对山水公司的相关背景进行介绍，并重点探讨网元出租业务销售过程中，从搜集信息、建立信任、挖掘需求、呈现价值、赢取承诺、及跟进服务六个阶段，对虚拟运营商在市场竞争过程中存在的优、劣分析，以及与合作方－吉视传媒公司，对于项目运作过程中需要不断协调、解决的问题进行汇总分析，以寻求赢取承诺的解决方案；最后，通过构建对虚拟运营商企业自身发展的战略规划，提出网元出租业务在信息化建设过程中的重要位置及长期发展需求，以提高合作双方共同发展的必要性。希望本文研究成本可以对电信运营商的信息化建设进程，尤其涉及虚拟运营商在此过程中的作用及发展前景起到一定的指导与参考价值。更多还原

【Abstract】 With the continuous improvement of government’s focus on the informationconstruction, the way of promoting economic restructuring by information consumption andstimulating domestic demand development gradually become important in nationaleconomic development. In order to respond to the nation’s call, the ministry of industry andinformation technology adopts a series of concrete measures, which makes consumptionbecoming new power of stimulating economic growth. The ever-accelerated informationconstruction raises a claim to Chinese telecom operator itself; it also brings Chinesetelecommunication to full-service operations.Network Element Lease is one business of Chinese telecom operator and importantpillar industry in the process of national informatization construction. Network ElementLeasing means render client a service of various telecom network elements leasing businessby paid rent way so that to meet the demand of transferred information and self-networking.It includes: pipeline lease, optical fiber lease, wavelength lease, synchronous serial port leaseand communication equipment lease. Coverage area between nations, provinces, cities in thesame province and native place. The majority of clients are key accounts, the madeeconomic income has a series of chain reaction. It is easy to keep the annual sustainableincome in the context of improving service effective security. Network element lease is oneof Chinese telecom operator’s major income source.With the development ofinformatization multi-service, and the growth of customer quantity, the giant market vacuummakes the Chinese telecom operators choose to develop network element lease byintroducing virtual network operator. As a development way of Chinese telecom operatornetwork element lease,the virtual network operator has a necessity to exception onehand,the virtual network operator support Chinese telecom operators to expand business,bring more economic benefits.On the other hand, the virtual network operator shows variousproblems during the self-development. The sustainable and healthy development of networkelement lease is directly influenced by the consideration that how to get a better developmentprospects and get a win-win situation with telecom operators.This paper uses case study method, describes the network element lease of SunristerCorporation as a virtual network operator agent telecom operator (JISHI MEDIA).In sevenyears of development process, it helped JISHI MEDIA to start network element leasebrand,meanwhile, developed much for itself which gained a win-win results.Certainly, thedevelopment is not smoothly, by describing market itself or with partners, and also thesituations during development process, we overall analysis and discussion the problem ofthe virtual network operator network element lease. At first, we introduce the background ofSunrister Corporation and mainly discuss the six levels including: sales process gathersinformation, establish a trust relationship, demand creation, value presentation, and win acommitment and follow-up service. Analyzing the advantages and inferior of virtual networkoperators in the market competition exists. We make a summarizing analysis about theproblems we have during the process of project operation in order to find a solution of winning a commitment. At last, put forward the significant position and long-termdeveloping requirement through establishment strategic planning for virtual networkoperators itself so that to improve the necessity of mutual development.We expect that this paper can be guidance and have certain reference value to theprocess of telecom operators’ information construction, especially to the function anddevelopment prospect during the process for virtual network operators.更多还原