| In recent years,in the context of the rapid development of the mobile Internet,the production methods and development paradigm of the communications industry are undergoing profound changes.The original high-margin profit model based on economies of scale is turning to a low-margin profit model.Especially since the 4G operation,the internet-based and traffic-quantified of traditional services have triggered profound and significant changes in the behavior of communications customers.Traffic has become a basic production factor in the information and communications industry,and it has also become a major commodity for customers and communications operating companies.The communications industry has entered The era of full-traffic operations.However,with the rapid fading of the demographic dividend,the in-depth advancement of "lowering Internet prices elevating connection speeds" and the rapid release of the dividend of the growth of traffic scale,it is difficult to promote the revenue of the communications industry by simply relying on the growth of volume.The method of realizing the value of traffic needs urgent change;The growth driver of the communications industry is gradually declining,and the game of stocks has further diluted the value of the industry.Communications operating companies have shifted the focus of competition from competition for customer share to competition for customer value.The development and promotion of customer value has become the focus of business operations in the communications industry.At the policy level,on the one hand,the government deeply implements the policy of "lowering Internet prices elevating connection speeds",and on the other hand,it requires the communications industry to shoulder the responsibility of profit and tax contribution."lowering Internet prices elevating connection speeds" and"value enhancement" must be coordinated.Focusing on the conflict between "lowering Internet prices elevating connection speeds" and "value enhancement",how to effectively tap the value of traffic,promote product innovation on the supply side,and gradually realize the transition from satisfying demand to creating demand and leading demand,thereby enhancing customer value from the customer perspective;how to enhance the corporate perspective The value of communications customers,thereby increasing customer share and revenue share,has become an issue worthy of study.Returning to the essence of traffic operation,connecting with the actual value creation process,meeting,creating,and leading customer needs,enhancing customer value contribution,and facing the development of 5G is the starting point and foothold of traffic operation innovation.To develop the value of traffic and enhance the value of communication customers in the era of full traffic,and to realize the sustainable and healthy development of the information and communication industry,we should follow the internal laws and logic of the whole cycle and the whole process of value creation and realization,and follow the interaction mechanism and internal logic of the value of traffic and communication customers.Logic to reconstruct the traffic value management system.The thesis is oriented to practical application problems,focusing on effectively solving the conflict of"speeding up and reducing costs and increasing value",starting from the customer's perspective,the corporate perspective,and the customer-enterprise perspective,combining theoretical research with empirical research,and combining qualitative and quantitative,Comprehensively analyze the operation mechanism of the whole process of value creation,transmission,transaction,and realization,construct the traffic value model,communication customer value evaluation system,traffic value and communication customer value dynamic game model,and deeply analyze the traffic value and communication customer value creation and The key elements,internal laws and logic of the realization,from the supply side and the demand side,respectively give a set of ideas,methods,strategies and measures for the development of traffic value and the promotion of communication customer value.First of all,starting from the development process of traffic management,the dissertation sorts out the key elements of traffic management,clarifies the characteristics and trends of full traffic operation in the communications industry,and gives the full traffic era,including production objects,production methods,organizational forms,and operations.New management scenarios for communication operating companies including models.It is believed that traffic business is a complementary product economy,and its value depends on the value brought by other component innovations.The direction of value enhancement is to promote the closed management of traffic value on the communication operation side.Then,from the customer's perspective,the traffic value model was constructed,which realized the specific,quantified,and applied traffic value,and found the focus and measurement standard for the traffic value development;from the perspective of the enterprise,the analytic hierarchy process and the experts Combining scoring methods,based on the needs of accurate customer portraits for business operations,a value evaluation system for communications customers in the full-traffic era that considers both the time dimension and the space dimension is constructed,and customer segmentation,qualitative and quantitative analysis are performed on this basis.It provides a basic model for big data precision marketing and customer value enhancement;from a customer-enterprise perspective,it proposes a traffic value-communication customer value creation model and value development mechanism,and introduces game theory and cybernetic methods to In the study of customer value,a dynamic game model of traffic value and communication customer value has been constructed.Finally,based on the traffic value model,the communication customer value evaluation system,the solution and analysis results of the dynamic game model between the traffic value and the communication customer value,an interactive win-win model for the development of the traffic value and the promotion of the communication customer value is proposed,which is oriented to the traffic value management in the 5G era,and is systematic It puts forward strategic suggestions on the development of traffic value and the enhancement of communication customer value,which has solved the conflict of"lowering Internet prices elevating connection speeds" and "value enhancement",in order to provide a reference for the 5G operation of domestic telecommunications operators and achieve the greatest win-win for enterprises and customers.The innovative achievements and main points of the dissertation:1.Put forward a three-perspective research framework for customer value development and enhancement,which penetrates and integrates three relatively independent research fields of customer value:"enterprise perspective,customer perspective,and enterprise-customer perspective".Focusing on resolving the conflict of "speed up and cost reduction and value enhancement",the thesis follows the internal laws and logic of the whole cycle and the whole process of value creation and realization,and in accordance with the logic of traffic value and communication customer value formation,the system design problem solution will be The three areas of customer value research can be integrated.According to the research method of first deconstruction and then synthesis,first portrait and then interaction,and first micro and then macro research,the operation mechanism of customer value is fully demonstrated.First,build a traffic value model from the customer's perspective;then,build a communications customer value evaluation system in the full traffic era from the corporate perspective;finally,build a dynamic game model between traffic value and communications customer value from the customer-enterprise perspective,Value creation model,an interactive win-win model for traffic value development and communication customer value enhancement.2.Put forward the essential attributes of traffic business,the direction and path of traffic operation,and deduced from this that "differentiated product supply" is the direction to enhance the value of common components or basic production factors.Based on the industry chain perspective and complementary economic theory,the essence of traffic management is given based on the analysis of key driving factors and driving mechanism of traffic management.As a basic load-bearing and ecological service of the mobile Internet,traffic and upstream and downstream functions complement each other to form a customer experience.Therefore,traffic is essentially a complementary economy,and the realization of its value depends on customer needs and traffic.Internet applications and content carried.Traffic management is not just a technical issue,but a technology+management issue.The key to traffic management lies in discovering added value,finding ways to convert value,and realizing value distribution,so as to promote the closed-loop management of traffic value on the side of the communication operation company and control the traffic.The specific content and application carried are an important way to reshape the value of traffic for communication operation enterprises.This requires communication operation companies to promote the transformation of "pipeline traffic"operations to "Internet traffic" operations,build a traffic value ecosystem,and realize traffic and complementary value closure and value collaborative innovation.In the direction of traffic value management,communication operation companies need to consider the positioning,goals and relationships of various services.Traffic,broadband,content,information services,digital services,etc.need to be placed in a new perspective Re-positioning,this perspective is full traffic management,that is,ubiquitous traffic management,and various business objects and elements as an organic unity together constitute the value ecosystem of traffic management.3.Introduce theoretical methods such as game theory and cybernetics into the study of customer value,construct a dynamic game model of traffic value and communication customer value,and explore the game mechanism of traffic value and communication customer value at the micro level of value composition,which is the traffic Value development and communication customer value enhancement find the direction and focus of improvement.Based on the interactive and win-win situation of enterprise customer value,from the customer-enterprise perspective,a dynamic game model of traffic value and communication customer value is constructed,and optimal control and dynamic optimization methods are applied to solve and analyze the relationship between traffic value and traffic value in cooperative and non-cooperative situations.Communication customer value dynamic game equilibrium solution or optimal solution,explore the interaction mechanism of traffic value and communication customer value from the micro level,and find that when the enterprise and the customer pursue the optimal value,the direction of their efforts is the same.The customer value conversion behavior is consistent with the enterprise.The implementation of marketing strategy is directly proportional to the innovation of traffic products,and the degree of corporate marketing and product innovation can promote the conversion and enhancement of customer value.Through the analysis of the dynamic game process of traffic value and communication customer value,it is found that the two parties achieve a win-win situation in the long-term game.The key source of communication operation enterprise value growth is to maintain long-term dynamic cooperation with customers.The main means are cross-selling and integration and bundling.Human network value;the key source of increased customer revenue is product innovation and high-value,personalized product recommendation,through the value ecosystem to reduce transaction costs to increase customer utility.4.The traffic value-communication customer value creation model is proposed,the value development mechanism is given,and the dual promotion driving model of traffic value and communication customer value is constructed.Based on the customer-centric value chain structure of Lancaster and Walters,the interaction between traffic value and communication customer value and the interaction mechanism are explored from a micro level,and a traffic value-communication customer value creation model is proposed,which systematically sorts out value generation and carrying The whole process of delivery,creation,and creation gives a value development mechanism:customer demand is the ultimate source of traffic value,traffic product innovation is the carrier of value appreciation,network pipeline capabilities are the foundation of solid value,business model innovation is the foundation of value realization,The value ecosystem is the breakthrough point of value development,and individual needs are the focus of value development.The thesis starts with demand management and supply reform separately,and transforms the logic of value creation and realization into an organic synergy,mutual support,interactive win-win,and systematic value management system between traffic value and communication customer value,and builds both traffic value and communication customer value.Upgrade drive model.5.Oriented to 5G traffic value management,this dissertation systematically proposes the promotion strategies of traffic value and customer value:In terms of traffic product supply,according to the traffic value model,it mainly starts from developing traffic value and reducing customer cost to deepen the supply reform;In terms of customer demand,according to the communication customer value evaluation system,based on the current scale,inventory and integration of value to enhance the customer's current value contribution,facing the future sustainable development,fully cultivate and excavate the customer's full life cycle value,effectively utilize the customer's network value and expand the customer's spatial value. |
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