Improvement And Development Of Changchun Netcom Company's 114 Telephone Navigation Project

After development of decades of years. 114, as one of the pioneer special service number in communication industry of China, has entered people's life totally and become the most favorable information channel, it has become the indispensable information service platform. The brand value of 114 and its great visit are its unique operation advantage, which contains large business opportunity.In 2006, the China Net Communication LTD. published a market letter named"The marketing guidance of'telephone navigation'of China Net Communication", which pointed out and defined the increment operation of 114 definitely, unified the service brand of 114, and programmed the development direction of it. Later, China Net Communication started to plan the 114 telephone navigation project. The project has been constructed for more than one year, and it was in use formally in 2007. The project is basing on the 114 platform to research and develop new business according to the mult-requirement of the consumers. The project needs to go forward in proper sequence and develop step by step. Since the start of the project, it has gained income 3485 thousand yuan and had 3850 users. This shows that the economy benefit of the project is optimistic, but the improvement and development of the project has been restricted because of a series of problems occurred in the period of project management. The paper uses logic frame method of project behind-evaluation, success degree evaluation, and the theory and method of project anaphase development such as: SWOT analysis, product lifecycle and long trail theory etc. The paper gives behind evaluation for the goal, benefit, potential of the project combining with the real conditions, and analyses the problems existed in it and gives corresponding suggestions, then seeks approach of the improvement and development. The project is located in the period of introduction, so there is little experience and reference, which lead to many problems. First, the programming plan is not clear, the aim, foreground, payoff mode and resource configuration of the project is ambiguous, the marketing choice of production front is very casual because of the lack of program. Second, the service worker in background is not enough, the marketing personnel's orientation in foreground is not good, the understanding of users'lifecycle is not nice, the construction level of information warehouse is low, all of this problems lead to the satisfaction degree of users is low, and 114 is not reach the anticipation of social brand. Third, the guarantee of the project resource is in absence, the resource investment is not enough, and it is not competitive as 118114 of Telecom in the competition.After the complete and systemic analysis and research for the China Net Communication 114 telephone navigation project, the paper gives suggestions on the direction of market operation and project development. The project should be orientated as a solid meet and precise searching gateway of life information and service order platform facing to the public. From the conformity of inner and outer resource, to set up the business mode of cooperated provision, develop the benefit mode in existence and establish association system. Developing the product line from the scope of information, value chain, function three dimensionality, developing the channel need from the depth and the span. In addition, with the improvement of operation and the increase of users, the project should build information team, reform the information system, solve the problem of the real time communication between platform and 97, increase the satisfaction degree of users. At the meantime, the project should constitute corresponding measures to definite the next scheme.At last, the paper gives the suggestions about increasing service, improving brand value, consummating development route, fine management, giving attention to economy and society benefit, doing operation unconventional. We believe that the whole development route of increasing competence of company is the only way for resolving the problems, improving the project effectively and making the project develop innovatively.