Study On Competition And Cooperation Strategy In The Value Chain Of Data Services For Telecom Operators

As the development of data services, the value chain becomes more complex. Competition and cooperation coexists in the long run. Further development lies in the synergistic effect between telecom operators and other members of the value chain. This thesis focuses on information content and terminal problem, two binding constraints on the data services. The purpose is to enhance customer satisfaction, improve data services revenue, and consolidate the dominance of telecom operators in the value chain. To study the relationship of telecom operators, customer satisfaction, service providers and terminal suppliers, a system dynamics model is established.This thesis is divided into six chapters. The first chapter explains research background and significance, methodology, research objectives and the structure of the dissertation. Chapter 6 sums up findings and imperfections for further research. Chapters 2-5 are the core of this thesis. The concrete content is as follows:Chapter 2 analyzes literature review on customers use data services, then summarizes factors of customers use data services.Chapter 3 analyzes telecom operators’critical decisions in the value chain of data services. Through literature review, this chapter studies the relationship of telecom operators, customer satisfaction, service providers and terminal suppliers, summarizes key decision-making points, constructs a conceptual model.Chapter 4 constructs a system dynamics model. Based on the conceptual model, considering the influence of terminal customized on service providers, this chapter constructs the system dynamics model, moreover, indicates main feedbacks, structures, and typical fundamental mode in the model.Chapter 5 carries out empirical research on the basis of CMCC. Based on the simulation results, this chapter make proposals for telecom operators to improve customer perception, compete and cooperate with service providers and terminal providers.Key findings are as follows:1. Reveal binding constraints on the data services, summarize the key decision-making points for competition and cooperation strategy, establish the conceptual model.2. Establish the system dynamics model, collect data from China Mobile, test the rationality of the model.3. On the basis of the simulation and control analysis, conclusions and suggestions are made. The recommendations centre in three aspects: 1) Strategies to enhance customer satisfaction for data services: data service value chain management strategy, customer relationship management strategy, data services pricing strategy. 2) Strategies to compete and cooperate with service providers: content investment strategy, revenue-sharing strategy to service providers, research and development investment strategy cooperated with service providers. 3) Strategies to compete and cooperate with terminal suppliers: terminal investment strategy, terminal customization strategy, research and development investment strategy cooperated with terminal suppliers, incentive strategy to terminal suppliers.