| Board band video belongs to one of telecom value added services. It is a live alternation multimedia communication service using the public video platform system and user side viewable terminal to realize the combination of image sound and data by the board band connecting mode, for instance LAN and ADSL etc. This service has been widely used in the filed of military affairs, politics, economy, science education, culture, sanitation etc. and it sufficiently hands out its excellence of reality efficiency and real time. The service has become an indispensable approach which provides people an efficient way for communication, management and coordination decision.Until December 2006, the board band user in China had reached to 90,700,000, the total user amount had mounted up to world top 2 just after the USA, which shows our country's huge potential Internet market. See from the view of global development, board band is a specific strategic development direction not only for the nation but also for the involved business. The rapid growth of board band user drives the demand of view service, since the ordinary audio communication mode could not satisfy the demand of momentary information communication among family members, friends, colleagues, and the social living, furthermore, it doesn't fit the basic character of the running fast information age. The market naturally brings the demand of video communication service.Jilin Communication Company holds the opportunity of growing board band net video service, which provides the proper net transfer, board band IP net running video service and a complete video user service for every walk of life users the business users and the public users.1,Market orientationThe average cost per line service is 3000 RMB in Jilin province. The public users'amount is huge, but the valuable key customer group has a very small amount. It is rarely possible to have 100 RMB or 200 RMB value added based on the max 150 RMB per user internet service rate so far. In some small towns, monthly internet rate per user is below 60 RMB, face to the low income single user situation, the development of internet user could only ineffectively occupy exiting band. The key customer group provides the huge profit; for instance, although a customer without video service charge could bring 10 times more profit than a singer user. Therefore, the market orientation is for the group users and business customer users.1) High level key users: government, department, big corporation and career enterprise customers.2) Middle level group users: including table video conference, education trainings and cooperation business work etc. for several kinds of organization and middle small sized corporation.3) Middle to high income singer users: Especially for the far instance family video communication, partly high level chatting users.4)Public education and business management users: the further education and certification for the degree and career, teacher, accountant, medical doctor etc.2,Project performance strategy:1) Build up operation development teamBuild up integrated working team by related departments to make the service organized and assured, to strongly support the business development from system point of view. The development of video service will be involved into service manager's test assessment.2) Pertinently discover user group:Make the group users (for instance the reign army corps and big sized corporations) as the keystone of development, take care of the industry typed users. Sufficiently develop users by operation delegation.3) Settlement approach of Individuation: Making personally settlement approach by different demand, meantime tightly using of desktop viewable terminal (viewable telephone), starts from the leaders and responsible people.4) Well organized operation propagandaService introduction presentation, or successful case broadcast, invites key customers to the activity and presentation.Tryout service for party, government and big sized origination leaders to experience the efficiency.Build up presenting center to show the related operating characters to the users.Invite government leaders for visiting and inspection, and ask for media influence if it is needed.3,Marketing team strategy1) Flexible charge strategyIn the situation of low expense in our province, price has the important influence for users'demand; especially for the determinate consumption behave.Charge mode: charging can be completed by flexible mode, connection mode, special telephone line and IP mode. The charging way could accept the transfer route renting fee, per conference fee, conference terminal fee and monthly rental fee.Charge fundamental: charging can be flexibly faced, according to different modes based on different prices, follows by:Profit aimedAccording to users'demands, forecast investment cost, investment should be released within two years then making new charging criteria.Considering market competition elements.Catch up the chance, build up service highlight: free charge for new users at the beginning period like 1-6 months as a promotion. Make up sample users, catch up the chance, build up the highlight, and get twice the result with half the effort on service broadcast.2,Provide the individuation settlement approachBoard band video project needs to base itself upon market, persist development, management mode matches users'demand, subdivided market, find out the best investment mode, catch up the high value users, and satisfy the main users for the demand of broad band video service.3,Special industry settlement approach and its content delivering systemJilin Communication Company needs to follow the demand of the users and adjust its service according to the organization development strategy. It needs to subdivide the customer group, settle down the approach. Properly provides the settlement for business conference, hotel, logistics, hospitals and schools etc. Specify the service and make it match to the requirement for the special users in different fields. Provide the precedence, excellent and favorable service for the key customers. Province ranged accepts and hears a case, consolidated coordination, and guarantee service.4,Exert for high quality service and high service level brand statusJilin Communication Company has the plenty of net resources, terminal covers widely, and capability is stable moreover huge power of maintenance. User terminal has a huge amount of customers, including group users, AD personal single users, intranet information system, and good after sales service, individualization board band video service, all these performances made up Jilin Communication Company a brand status.In respect of network, Jilin Communication Company has the excellent safe and complete networking system, has passed the testing period and trial period to the stable period, it has the high level of stable modulus and safety modulus.In respect of network management, our province network management is level two framework; province level provides the technical support to the cities and towns. The network managing center performances 7*24 hrs duty. The maintenance and repair group is qualified and experienced to provide the efficient effective complete and best service to the users.4,Payoff modeNormally there are two payoff modes for broad band video project performance. One is to performance business self open up roof garden, purchase equipment and carry on business; for instance, IP viewable telephone. The other one is cooperation with equipment producers, who provides the equipment and impolder interface, the processing party is responsible for the broadcasting, process the last'one kilometer'user connecting, e.g.'baby online, which is a kindergarten viewable monitoring service for kids and parents. Charged from parents by equipment producers and processors, win-win solutionIt is a new start for broad band video project and the market demand space is huge. The big leads the small customers is the marketing strategy, in future could lead up the public viewable telephone service.Competition brings us opportunity, and also the challenges. Jilin Communication Company faces fixed phone service goes down rapidly,'xiao ling tong'lack of potential development and unsure 3G license delivery time situation, it has the important reality meaning for them to seriously research and analyze the broad band video service project payoff mode, in order to improve the effect of continuing development of Jilin Communication Company.Above all, broad band video service by way of Jilin Communication Company the important investment value added project, its payoff mode has the significant influence for its continuing development. Serious research and building up doable broad band video service project payoff mode has the material significance for Jilin Communication Company's development strategy.谢的许多道理,这将会使我受益终身。本文是在沈老师的严格要求,热情鼓励,精心指导下完成的。从课题的选题,可行性研究,文献的收集,到研究工作的开展,特别是论文的'写,老师自始至终给予了无微不至的关怀,提出了许多建设量的心血'汗水!感谢庞晓波,孙巍等老师在学术思想上的指导及辛勤培养!感谢在项目管理学习'论文创作过程中与于立华,吕邦国同学的交流'合作!再一次向所有的以各种方式教导,关心'帮助过我的老师,同学,朋友'为我成长付出巨大辛劳的亲人致以衷心的感谢!... |
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