The Research On The Development Strategy And Management Mode Of Telecom Companies Based On The The Industry Integration

After the new round of re-construction, all the three telecom companies were guaranteed thebasic telecom business licenses and mobile telecom business licenses. Then the three-netintegration which is based on the standard of internet and symbolized by the integration ofcomputer industry, telecom industry and broadcasting industry, came into being. How do thetelecom companies develop themselves based on such background? This research aims at thisquestion. This paper provides a conduct mechanism that there is an intermediate links, which isthe change of the industry value chain, when the industrial integration influences the telecomcompanies. The change of the industry value chain will influence the mode of companyoperation. So, all the three telecom companies have to consider and locate their owndevelopment strategy in the industry.This paper makes use of different theories to carry on the research, such as theories o findustrial integration and the industry chain from the science of industry economics, the theoriesof stakeholder, the value chain, and development strategy from the strategic management, thetheories of relationship marketing, cross-marketing and customer segmentation from the scienceof marketing, and the thought of business ecosystem and the method of value net. The levels ofresearch include macro industrial background and the micro company operation. The theoriesintegrate with the practices. This paper tries to provide a decision basis for the telecomcompanies’ development strategy based on the new background.The main contents and conclusions of this paper conclude as following.The first chapter and the second chapter make arrangement for the research and have aliterature review about the theories related to the research.The third chapter has a review of the development history of telecom industry and thenanalyzes the whole macro background and the industry micro background.The fourth chapter has research of the industry integration and constructs a mode of theindustrial integration in the telecom industry. The model shows that the diver factors of theindustrial integration are from three different aspects, technological factor, industrial policyfactors and customer factors; at the beginning of the industrial integration, the driver factors arethe technology and industrial policies for the internal monopoly marketing. The industrial integration will come to being after the technologies are feasible and the policies allow it. Afterthe industrial integration starts, the decision power is the customer demand and the customerdemand will be the final push power for the industrial integration. The industrial integration willtrigger the change of industrial value chain and the traditional industrial value chain will bebroken and will form a new net-shape industrial value chain. A net-shape industrial value chainmakes the provision of comprehensive business being feasible. The business integration begins.The comprehensive business requires that the telecom companies should have the ability toprovide the comprehensive business. So, the telecom companies should apply the full-businessoperation modeThe fifth chapter has research about the marketing segmentation and constructs a model ofcustomer overall value and three sub-models. Based on the prevalent theories of the marketingsegmentation together with the achievement of the theories of relationship marketing,relationship value and the cross-marketing, we construct an overall value mode. This modelincludes three sub-model, including the direct value mode based on the transaction behavior, therelationship values based on the relationship marketing, and the implicit value based on thecross-selling. These models can be applied to the customer segmentation from the view of valueand provide the decision basis to find out the customer with high value.The sixth chapter applies the value net model and the eco-business system thought toconstruct a non-boundary value net model of telecom companies on the background of wholebusiness competition. Form this model, this paper constructs a development strategy model ofnon-boundary competition and integration and differentiation for the telecom companies. Themodels show that the telecom companies can choose these two strategies: firstly the developmentstrategy of non-boundary competition and integration for the boundary of telecom industrybecomes vague and the industrial value chains change from the traditional chain-shape to netshape; secondly the development strategy of differentiation for the nature of the naturalmonopoly of the telecom industry.The seventh chapter is the extension of the sixth chapter. This paper constructs anon-boundary management model based on the Morden Management School’s ComprehenviseIntegration Thought. The reasons of the non-boundary management for the telecom companiesare the non-boundary resources and customers. The efficient non-boundary management system includes four parts, such as non-boundary value chain cooperation, non-boundary marketingmanagement, non-boundary brand management and non-boundary service management.The innovation for this paper includes five points. The first is the innovation of the researchthinking, which we have a research of the development strategy of the telecom companies fromthe angle of industrial integration and value chain. The second is the theoretical innovation,includes the model of the industrial integration, the model of customer overall value and the submodels, the development strategy model of non-boundary competition and integration anddifferentiation based on the background of full business compitition for the telecom companiesand non-boundary management model.