Research On Application Of Scope Management And Communication Management In LJ High-definition Interactive Television Project

As the Chinese government is pushing forward the integration and the restructuring of telecommunication corporations along with the tri-networks integration, telecommunication corporations have formally entered an era of all-inclusive competition, in which they are under tremendous pressure. Under the scope of the homogenization of the competition, telecommunication corporations have to improve the core competence by innovations. For example, China Telecom proposed a slogan of "customer-focused informative innovation", China Unicom filmed the advertising video called "innovation to change the world" and so on. China Telecom has been vigorously promoting the development of "Broadband China ? Smart City" since 2010, while fiber-to-home is indispensable for smart city, so the only way to satisfy the requirements of massive data exchange and multimedia message transmission is increasing broadband bandwidth dramatically. As the widespread upgrading of fiber-to-home has been completed in the middle of 2012, favorable and necessary conditions have been created for the construction of high-definition television LJ interactive platform project(also named as LJ innovation project).LJ innovation project is the interactive platform that Telecom China Luzhou branch customized for LJ corporation to advertise their business culture. Luzhou Telecom smelled the profit potential when communicating with customers, thereafter they started to put the LJ innovation project to their agenda in July 2012. The LJ innovation project had started from scratch to become a great success within more than a year. Moreover, the project has been promoted all over the province and the country, receiving a win-win situation in which the customers were satisfied while Luzhou telecom gained profit. Furthermore, the project offers a perfect case study for the practice of the innovative project management of China Telecom. During the procedure, the project team overcame many difficulties, for instance, the project is an informative innovation that covers multiple provinces, cities, companies, product lines and departments, possible problems are everywhere, such as customers’ demand generation and delivery, scope management and control, complicated communicating interface, limited communicating control ability and efficiency improvement of communication. Consequently, a good project management is vital for running the LJ innovation project well.The author was in charge of the management of the LJ innovation project. This thesis analyses the existing status, features and associate issues of the project management, proposes to adopt related theory in project management to study problems and focuses on scope management and communication management.In scope management, according to existing issues such as insufficient demand investigation, vague definition of project scope and no detailed work structure, this thesis combines the practical experiences in informative innovation projects and proposes to comprehensively include core contents like function, performance and operating environment in demand collection of the LJ innovation project. Furthermore, this thesis decomposes the structure of the work, defines the well-targeted project scope and pipelines the management modification with regard to different project phases. In communication management, this thesis first analyses the communication status, then interprets the existing obstacles in various processes of communication management, and eventually proposes ways on how to improve choice of project managers, communication planning, information release, assessment report and management of project managers.The proposed methods of the project scope management and the communication management have already been applied in the LJ innovation project, the related research conclusions have become successful experiences of government and enterprise informative project management in Sichuan Telecom. This thesis summarizes general laws in the construction of the research and development of informative platform of telecommunication industry. These laws could be referred to the management of similar innovation projects in telecommunication and service industry as well.