【作者】 零旻；

【导师】 曾剑秋；

【作者基本信息】 北京邮电大学 ， 产业经济学， 2011， 硕士

【摘要】 在中国电信运营业重组、3G牌照发放以及三网融合的背景下,中国电信运营企业业务模式发生了重大变化。电信运营商不断推进跨产业融合的实践,与其他产业更多地竞争与合作,跨产业融合业务不断涌现,这些融合业务综合了即时通信功能与娱乐、广播电视、媒体、金融等领域的功能,具有较强的市场吸引力。本文通过文献研究,发现融合业务的兴起即模糊或打破产业边界的过程,最终形成新的商业生态系统。然而,现有文献多从网络功能拓展、电信产业转型、系统空洞角度研究融合业务。本文从产业边界和商业生态系统的角度研究融合业务：(1)融合业务的发展模式,即企业是如何弥补Jeffrey L. Funk (2009)所指的系统空洞；(2)不同产业内部也有不同类型的企业,在以电信企业为核心的商业生态系统中,电信企业应如何与不同企业进行竞争合作；(3)消费者是商业生态系统的重要组成部分,掌握消费者对融合业务偏好的基本规律是做好市场融合的基础。在产业间关系方面,首先在理论上分析了技术边界、业务边界、市场边界和监管边界,研究日本手机融合业务案例,提出融合业务的三种发展模式：内部化融合、战略型融合、外包型融合。然后,从中国电信运营企业的角度分析了技术边界、业务边界、市场边界和监管边界,发现业务边界、监管边界和市场边界是较难突破的障碍,构建了包含政策许可、电信企业创新能力、市场容量的三维分析框架,并应用该框架分析融合业务的产业融合策略。在企业间关系方面,本文分析了以电信企业为核心的商业生态系统内娱乐类群落、金融类群落、物联网群落、媒体类群落、互联网群落、ICT群落、终端群落,发现企业在商业生态系统中需要具备与众不同的优势才可以不断发展,这些优势可以分类为：平台优势、许可优势、技术优势、市场优势,并依据不同企业优势,提出相应策略建议。消费者也是以电信企业为核心的商业生态系统的重要组成部分,本文通过业务偏好聚类分析、消费者忠诚与业务偏好的交叉分析,得出消费者对融合业务偏好具有聚类效应,消费忠诚对融合业务的推广具有促进作用。更多还原

【Abstract】 In the background of industry reconstruction,3G and the triple play, the business model of the Chinese telecom operators have changed. Carriers are promoting practice of cross-industry integration, and integrated services, which combine the advantage of telecommunication and entertainment, radio and television, media and finance, continue to emerge and have strong market appeal. Through literature review, this paper found that integrated services will blur or break industry boundaries and ultimately format the new business ecosystem. This paper study integrated services from the perspective of industry boundaries and business ecosystem:(1) how for integrated services to blur or break the industry boundaries; (2) on the account that different industries have different types of enterprises, In the telecom carrier’s business ecosystem, telecom carrier how to build new relationship with different enterprises; (3) consumers are an important component of the business ecosystem, it is necessary to study basic consumer preferences.To answer the first question, by the theoretical analysis of the technical boundary, business boundary, supervision boundary and market boundary and a case study of the Japanese mobile phone integrated services, the paper proposed three development models of integrated services:the internal integration, the strategic integration and the outsource integration.. The paper studied the 4 industry boundaries of Chinese industry environment and found that business boundary, supervision boundary and market boundary are difficult to break in current industry situation. With the three-dimensional analytical framework containing industry policy, carrier innovation and market capacity, and the paper applied three development models into Chinese integrated service.To answer the second question, this paper analyzes the entertainment community, financial community, internet of things community, media community, the Internet community, ICT community within the telecom carrier’s business ecosystem. In the study, the paper found that companies in the business ecosystem need to have unique advantages such as platform advantage, licensing advantage, technological advantage and market advantage.To answer the third question, by cluster analysis and cross analysis, the paper found clustering effect of consumer preference on integrated services and positive relationship between consumer loyalty and consumer preference.更多还原