某运营商系统集成公司ICT营销方案研究

摘要

随着我国加入WTO,逐步开放国内电信市场,整个电信行业市场重新布

局,加剧了我国电信行业的竞争形势。同时,随着国家调整了对原本属于运

营商专属经营的VOIP、数据中心、虚拟运营等业务的政策,导致来自多业务

领域多方位的竞争压力集中于通信运营商身上。来自方方面面的竞争压力充

斥着电信运营商涉及的各个业务领域。ICT业务的出现既为信息技术提供了

通信技术业务服务,同时也为通信服务进入信息技术领域提供了必要条件,

同时为运营商转型和可持续发展提供了广阔的市场空间。

本文首先阐述国内电信业市场现状,分析借鉴国外电信运营企业ICT业

务的成功经验,引入专家学者的先进理论,结合企业自身特点和本人在实际

工作中的体会,运用科学的分析手段,对国内某运营商的系统集成公司的ICT

业务营销环境以及营销方案进行了细致的分析。随后,本文提出ICT市场营

销体系的建议,并对ICT营销的行业市场以及产品进行了剖析,进而得出聚

焦重点行业、重点产品的营销方案。同时在组织保障方面给出了整合资源实

现一体化、全面提升能力、形成全方位人力资源管理体制、倡导优秀的企业

文化与价值观等方面的建议。从而为该系统集成公司的ICT业务市场的下一

步发展建议了明确的方向。

关键词:ICT营销行业

某运营商系统集成公司ICT营销方案研究

北京邮电大学工商管理硕士专业学位论文

RESEARCH ON ICT MARKETING

SOLUTIONOFSYSTEM INTEGRATION

CORPORATIONOF A TELECOM OPERATOR

ABSTRACT

With China's accession to WTO and gradually opening up the domestic

telecommunications market, market re-layout of the entire telecom industry has

happened and the competition of China telecommunications industry has been

aggravated. Meanwhile, the country's policy adjustment of business, such as data

centers, VOIP, virtual operations, has introduced competition into the exclusive domain

which originally belonging to the operator. The business of telecommunication operators

has been fulfilled by competition compress from various aspects. The emergence of ICT

has provided the communication technology services for information technology and a

necessary condition for communications services into the field of information

technologies. At the same time, it also has provided broad market space for operators in

transition and sustainable development.

This article firstly expounds the domestic telecommunications market and analyzes

the success ICT business of foreign telecom companies. By introducing advanced theory

of experts and scientific analyzing method and combining with company's

characteristics and the practical work experience of author, the ICT marketing

environment and solution of System Integration Corporation of a telecom operator has

been researched in detail. Secondly, this article give ICT sales system advise and

analyses the ICT market and products, then the sales solution focus on key industries

and key product is put forward. Finally,by making the advices about integration,

capacity improving, comprehensive human resource management system forming and

good corporate culture and values promoting on organization, the future development of

ICT business of this Corporation is pointed out.

KEY WORDS: ICT marketing industry

某运营商系统集成公司ICT营销方案研究