成都智能电网移动商业模式创新

【作者】 冯磊；

【导师】 滕颖；

【作者基本信息】 电子科技大学 ， 工商管理， 2011， 硕士

【摘要】 物联网具有全面感知、可靠传递、智能处理的特点,是互联网的应用延伸和拓展,它把物质世界和电子世界有机连接起来,实现现实世界和虚拟世界的融合。自物联网理念被提出以来,物联网相关技术以及应用方面的研究就从未中断过,而随着基于M2M的人机通信和机机通信技术以及RFID、传感器、智能芯片和无线传输网络射频技术的突飞发展,构建物联网的信息社会已成为全球趋势。成都智能电网作为典型的物联网大型项目具有一定的可研究性。成都智能电网发展至今已历经四年,随着竞争态势的加剧,成都移动在该业务上的独占优势已经受到了威胁,加之该项目具有很好的市场预期,国家电网公司将持续性投入4万亿用于建设智能电网。故本文探索性的通过商业模式的优化,达到巩固业务持续性发展、提升盈利的目的。本文首先介绍了商业模式、商业模式创新及物联网的相关概念,结合物联网产业链的构成和智能电网项目的发展背景,对成都地区智能电网未来的发展预期和给成都移动带来的影响进行了阐述。其次,针对成都移动最具有代表性的成都电力智能电网项目进行了概念简述和现状的介绍,并通过现状提出了现有商业模式下存在的四点问题。再次,通过分析自身与竞争对手的优劣势和客户的需求期望及产业链,探索性提出调整现有商业模式的四项措施,在业务单一方面,通过新的产品组合,凸显自身优势;在盈利模式方面,修改单一定价方式,加入融合营销,提升整体黏性;在客户价值方面,紧贴客户需求,建设管理平台,提升客户使用感知;在推广模式方面,结合产业链,提出政府主导与企业主导融合,减轻企业推广压力。最后,对创新的商业模式进行了总结和展望。更多还原

【Abstract】 The internet of things (IOT) has the characteristics of comprehensive perception, reliable delivery and intelligent processing. It is also considered to be the extension and expansion of the internet in the future. The IOT can realize the integration of the real world and virtual world effectively by linking the material space with the electronic space. The researches of related technologies and applications have never stopped since the conceptions of IOT were proposed. With the great development of technologies which based on the man-machine communication and machine to machine communication (M2M), RFID, sensors, smart chips and radio frequency wireless transmission network, building an information society of IOT has been a global trend.The Chengdu Smart Grid, as the typical large-scale IOT project, has some research significance. After four years of development, and with the intense competition situation, the advantages of Chengdu Mobile in such business have been threatened. On the other hand, this project has a good market expectation, and State Grid Corporation will continue to invest 4 trillion for the construction of smart grid. Therefore, this thesis tries to reach the purposes of consolidating the development of business and improving profit through innovation of business model.Firstly, this thesis makes an introduction about the connotation and extension of the IOT, and also analysis and summarizes the applications and operations based on the composition of the IOT’s industrial chain and its development. Thirdly, it makes an introduction about the Smart Grid project of Chengdu Electricity which is of most representation. After that, on the base of the analysis of market demand, market prospect, current cooperation and competition situation, it presents four measures for adjusting the existing business model. On the single aspect of business, highlight the advantages through new product portfolio; on the aspect of profit model, modify single price, and improve the overall viscosity with adding integration marketing; in business promotion, the combination of the government-leading and the enterprise dominant can avoid over-duplicated project and relieve the pressure on business promotion. At last, this thesis takes a summary and outlook of the proposed business model.更多还原