H公司运营支撑软件服务战略研究

【作者】 张勇；

【导师】 吴宜真；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2016， 硕士

【摘要】 随着电信运营商收入增速的放缓,H公司运营支撑软件(BSS)产品的经营业绩每况愈下,前途未卜。由于持续数年的互联网对运营商的冲击,运营商的经营困境逐步传导到上游供应商,H公司运营支撑软件(BSS)利润和收入双双下滑,行业面临重大变革,企业面临经营困境,坚守还是放弃,如何应对这一难题,成了企业面临的严重挑战。本文旨在厘清问题产生的根源,为H公司的战略决策提供一定的依据。本文运用战略管理和服务营销相关理论,界定了运营支撑软件的服务性特点,分析了行业的发展史和行业的特点及弊病,对运营支撑软件市场进行了细分,挑选了适合H公司优势的细分市场,对细分市场发展潜力进行了定性和定量分析,并对如何在这一市场展开竞争进行了描述,提出了实施该战略的总体路径。最后,对如何适应这一战略的内部管理变革进行了分析。本文界定了BSS类企业应用软件的服务属性大于产品属性。软件产品的本质是服务,必须通过服务化的运作,结合管理咨询,才能真正使得产品为客户创造价值,并提高供需双方的效率与利润。本文设计了战略一致性模型,作为指导软件服务业的管理工具。本文的创新之处在于分析了为什么管理软件行业普遍存在全流程成本高和利润率低下,并指出了如何降低交易费用的2个方向,提出了 B to B to C的概念,对软件服务运营模式进行了分析。更多还原

【Abstract】 As growth rates and telecom operators revenues slow,a worsening business performance has put HUAWEI BSS’s future in doubt.As a result of decades of impact of the internet,carriers’s operating difficulties gradually influence suppliers.Business Support Software(BSS)industry is facing major changes.How to deal with this problem will be a serious challengeUsing the theory of strategic management and service marketing,this paper defines the service feature of BSS,analysis the characteristic and the development history of BSS and this industry’s own ills,performs market subdivision and target selection for the advantage targeted market,and describes how to compete in this market,provides overall path of implementation of this strategyFinally,this paper analysis the reform of internal management to adapt to this strategyThis paper defines that service property is greater than the product properties for BSS.Nature of the software product is service.To really make the product to create value for customers and improve the efficiency and profits of both Vendors and customers,vendors must offer software as a service through the operation of the service combining of management consulting.Strategic alignment model is designed in this paper,as a management tool to guide software servicesThe innovation of this paper is the analysis why the whole process of management software industry generally has high cost and low profit.This paper provides two directions on how to reduce the transaction cost and the concept of "B to B to C" and analyzes the software service business model.更多还原