【作者】 朱涛；

【导师】 李冬； 王文清；

【作者基本信息】 吉林大学 ， 工业工程（专业学位）， 2015， 硕士

【摘要】 近年来，随着互联网技术的不断发展，新兴的互联网商业模式正在不知不觉地改变着我们的生活。电子商务就是这其中发展最快、最受人们欢迎的一种商业模式。电子商务在中国有着巨大的市场，在2014年的双十一淘宝购物狂欢节中，淘宝的交易额达到了600亿元人民币，又一次让世人见证了电子商务蕴含的巨大财富。不过，到目前为止，真正有效利用电子商务的企业大部分集中在互联网行业。传统上电信业是一个垄断性很强的行业。经过长期电信重组改革、引入竞争的过程，电信业的竞争状况发生了很大的变化。随着电信技术的飞速发展，电信业出现了移动替代固网、三网融合和竞争国际化等发展趋势，在全球范围内，全业务运营成为电信业主流的运营模式。实践充分证明全业务运营是适宜当今电信企业运营的较好模式。在全业务运营模式下，竞争方式将发生显著变化，特点表现为横向业务上的融合与纵向价值链的整合。可以说全业务运营时代的竞争是多个（融合的）业务之间的竞争，不同产业价值链之间的竞争。在中国互联网飞速普及、电子商务蓬勃发展的环境下，电信运营商如何抓住机会，利用其完备的互联网平台，在全业务运营模式下，着力发展电子商务，以实现电信企业的又一次飞跃，已经成为了各大电信运营商极力研究与解决的重大课题。当前，各行业都在尝试新的发展模式，其中电子商务是最主要的方向之一。国外众多电信运营商都已经开始了在电子商务方面的拓展。国内的三大运营商虽然为整个互联网行业的发展提供基础设施服务，但是在电子商务领域的发展才刚刚起步。一方面运营商发展电子商务的环境尚未明了，另一方面发展战略也尚不明确。国内论文在国外运营商电子商务发展方面的研究也较为碎片化，本文对国外运营商在电子商务领域的发展进行了整理，分别从电子商务平台、电子支付和虚拟运营商等方面对国外运营商电子商务的发展进行了研究，对我国运营商的发展具有借鉴作用。国内研究运营商的电子商务的文章大部分是基于3G时代我国电信行业发展现状的，而技术在不断进步，4G牌照的发放使得运营商的发展与竞争模式又出现了新的变化。本文又从4G、大数据以及最新的发展成果着手，对运营商今后的发展提出了可行性的建议。本文对于电信运营商开展电子商务的研究是基于运营商全业务经营的背景下的，而关于开展电子商务的现有研究仍没有以此角度开始的。全业务经营的电信运营商与传统的运营商是有很大区别的，电子商务的建立与发展既不是传统的网上办理或修改简单的套餐，也不仅仅是像其他电商一样，网上拍下、支付，然后实物配送，而应该是多元化的、全方位一体的。首先，开展电子商务，必须要做的是结合现有网络优势，发挥互联网的便捷性、快速性，改变传统的办理任何业务还要去营业厅的模式，给用户带来很大不便；其次，在全业务经营的背景下，电子商务也不仅仅是在网上营业厅办理或修改一个简单的套餐，而应该是各种业务的处理全部在网上实现，从固网业务，到移动业务，再到终端交易等等，全部要形成一个基于互联网的专业的电子商务模式，以促进运营商的进一步发展。基于以上现状，本文首先阐述了电子商务的有关理论，对其产业链进行了概述，并介绍了电子商务的特点、功能、作用与影响。其次，对我国的电信运营商发展电子商务演进过程进行了叙述，并以中国移动为例，针对其发展内外环境作了详细论述，明确了其优势和发展机会，指出了存在的劣势以及其潜在的威胁。最后，基于电子商务产业链，对国外运营商电子商务的尝试进行了梳理并总结国外运营商在电子商务领域取得成功的要素后，对我国的运营商发展电子商务所要涉及的产业链各个环节又进行了研究，并仍以中国移动为例为运营商在产品、平台、支付以及物流各环节的发展提出建议。更多还原

【Abstract】 In recent years, as the development of Internet technology, new businessmodels are changing our life unconsciously. And all of the models, E-commerce isthe fastest growing and most popular. E-commerce has a market with enormousdevelopment potentiality. Just in the past Nov.11th, Taobao realized60billion RMBof sales, making people know the huge wealth in E-commerce. But so far,companies who really make a good use of E-commerce are Internet companies.Telecommunications industry is traditionally a strong monopoly industries.Through long-term reform of telecommunications restructuring, the process ofintroducing competition, industry competition situation, great changes have takenplace. With the rapid development of telecommunications technology, mobiletelecom appeared instead of fixed network, such as triple play and competitioninternationalization development trend, on a global scale, the operation mode of thetelecom business operations become mainstream. Practice fully prove that the wholebusiness operation is suitable for the good of telecom business operation mode.Competition in the whole business operation mode, the mode will be changedsignificantly, features of vertical and horizontal fusion of business value chainintegration. Can say the whole business operation in the era of competition is acompetition between multiple (fusion) of the business, the competition betweendifferent industry value chain.Rapid popularization of Internet in China, the vigorous development ofelectronic commerce environment, telecommunications operators how to seize the opportunity to use its complete Internet platform, in the whole business operationmode, focus on the development of electronic commerce, in order to realize thetelecommunication enterprise once again leap, has become the major telecomoperators to study and solve major issue.Actually, every industry is trying new models, and E-commerce is the majordirection. Telecom operators abroad have tried E-commerce, but the three operatorsin our country who supply infrastructure to the Internet companies, are now juststarting in E-commerce. On the one hand, the environment is not clear, and on theother hand, the development strategy is ambiguous.Domestic research papers in foreign operators e-commerce development isrelatively fragmented, in this paper, the overseas operator in the development ofe-commerce, respectively from the electronic commercial platform, electronicpayment and virtual operators of foreign operators, the development of e-commerceis studied could be a reference for the development of operators in China.Most of domestic research operators e-commerce articles are based on the3gera, the present development of China’s telecom industry and technology in progress,4g licences issued make the development of operators and competition mode, newchanges came into being. In this paper, and from4g, big data, and the latestdevelopment of the hands and put forward the feasibility Suggestions on thedevelopment of operators in the future.This article for telecom operators to carry out the research is based one-commerce operators under the background of the whole business, andimplementation of the existing research of e-commerce is still not start to Angle. Thewhole business of telecom operators there’s a big difference with the traditionaloperators, the establishment and development of electronic commerce is neither byweb or modify, the traditional simple package, also is not just like other electricity,photographed, pay online, and then the physical distribution, and should be diversified and comprehensive one. First of all, to carry out the electronic commerce,we must do is combined with the existing network advantages, take the Internetconvenience, quickness and change the traditional should go to the business hall toconduct any business model, bring great inconvenience to the user; Secondly, underthe background of the whole business operation, e-business is not merely a onlinebusiness hall to handle or modify a simple package, which should be the treatmentof a variety of business all over the Internet, from fixed-line business, mobilebusiness, trading to the terminal, etc., all want to form a professional e-commercemodel based on the Internet, to promote the further development of the operators.Based on the above situation, this article first expounds the related theory ofe-commerce, the industry chain were summarized, and introduces the characteristicsof electronic commerce, function, role and influence. Secondly, the evolutionprocess of e-commerce development of China’s telecom operators on the narrative,and with China mobile as an example, discusses the internal and externalenvironment for its development, clarifies the advantage and developmentopportunities, points out the existing disadvantages and its potential threat. Finally,based on the e-commerce industry chain, to foreign operators e-commerce attemptsto review and summarize the foreign operators after the elements of success in thefield of electronic commerce, to the operator of the development of our countryelectronic commerce to be involved in the industrial chain of each link and wasstudied, and are still in China mobile as an example for the operators in the product,platform, payment and logistics are put forward on the development of each link.更多还原