Strategic Choices And Evaluation In Telecommunications Enterprise Based On The Customer Locking

When one kind of brand and technology transfers to another, especially the first cost is higher than the second, the user faces locking. The essence of locking is that the people choose in the future will be effected by the choices today, this is the new rule of network economy. The fixed degree is related to the early investment, which is called transfer cost. The investment is more, the transfer cost is higher, and then the fixed degree is higher. User locking may bring unprecedented disaster to the enterprise, it may also be the huge profit origin, and the key of the problem is to think in the strategic way: understanding locking, clarifying the reason that locking produces and managing the locking. Through formulating and implementing fruitful enterprise strategies to manage locking may cause the suppliers and the demands find countermeasures from the fixed relations which are advantageous to their own. This paper comprehensively introduces the domestic and foreign scholar's researches on the courses of locking and the ways of locking, choosing the telecommunications industry, which is the most important part of the network economy, carrying on the thorough analysis and taking the Xinjiang area as the example to launch the elaboration, emphasizing on the enterprise strategy management to analyze and solve the problems.This article is divided into five chapters: The first chapter introduces the research background, the goal and the significance , the method and mentality as well as the domestic and foreign researches, summarizing the predecessors' researches about the courses and the strategies of locking consumers; The second chapter introduces the user locking problems in the telecommunications network competitions, unifying the example of user locking and the transfer cost as well as the type and the cycle of consumer locking; The third chapter is researched on the telecommunications enterprise strategy under the influences of consumer locking , which is elaborated from the following three aspects: anticipated management, competitive strategy and marketing strategy; The fourth chapter asks the new question: locking is certainly good? After negative answer and analyzing the reason, this article carries on a new exploration: breaking the consumer locking. The enterprise breaks locking through the management strategy transformation. The power of transforms is not only from the enterprise outside but also actives in the enterprise. By the way of advancing gradually and the revolutionary, both of the choices will implement the transformation. The last chapter is the conclusion part, which is the summary of the whole article.