浙江电信增值业务的SWOT分析及运营模式探讨

电信产业经过近二十年的发展,已进入一个新的时代,单纯的语音服务已不能满足用户对通信的需求。增值业务通过提供能够满足用户多样化需求的应用服务,增加用户的价值,逐渐成为业界关注的热点,也是各大中国电信运营商既定的战略性业务。本文运用SWOT分析方法,全面分析浙江电信与省内外行业竞争对手在增值业务发展的现状,指出了浙江电信以基础业务经营理念推出的增值业务往往没有充分符合用户需求,业务创新、客户细分函待加强,急需产业各方通力合作。通过对浙江电信增值业务的商业模式分析,提出了一种基于现实条件的增值业务价值链模型及其在此基础上的几种运营模式。通过综合分析指出合作共赢的商业模式是电信增值业务发展的方向,同时给出浙江电信可以通过业务产品策略、渠道策略、服务策略等来对浙江电信的增值业务商业模式进行创新,以提高其行业价值链的控制力和竞争力。

SWOT Analysis of Zhejiang Telecom and the Research on the Marketing Strategy

After nearly two years of development,telecommunications industry has entered a new era,and the simple voice services cannot meet the needs of users of communication.The value-added services which can bring real benefits for new business,is favored by Chinese telecom operators.In this paper,a detail SWOT analysis,of Zhejiang Telecom is introduced,with the status of the competitors in the value-added business development.The results show the value-added services of Zhejiang Telecom do not fully meet user needs,and the business innovation,and customer segmentation should to be strengthened.Based on the analysis of Zhejiang Telecom＇s business model,a value chain model and several operating strategy are proposed with consideration of the actual conditions. The comprehensive analysis of cooperation and win-win business model indicate the direction of the development of the value-added business.Furthermore,the innovation on product strategy,channel strategy,service strategy can be launched by Zhejiang Telecom business to improve the industry value chain,and competitiveness.