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Jingdong book

移动通信运营商平台运营能力研究

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移动通信运营商平台运营能力研究

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《移动通信运营商平台运营能力研究》探讨了目前通信和互联网行业广泛关注的平台运营问题。基于平台、运营和能力等基础理论,在大量的访谈、案例和调研数据基础之上,结合国内电信运营商发展现状和现实问题,提出面对互联网的挑战以及电信运营产业结构正在发生的深刻变革,努力实现平台领导价值是移动通信运营商避免“纯管道化”冲击、有效应对OTT挑战,继续保持行业竞争力的必然选择。而平台运营能力是电信运营商在移动互联网时代,应对复杂产业环境所必须具备的核心竞争能力。《移动通信运营商平台运营能力研究》共分6章,由浅入深介绍了移动通信运营商平台运营能力的概念及模型架构的建立、平台运营能力关键要素及其相互关系的探索性和验证性研究过程、研究成果及相关管理建议。
《移动通信运营商平台运营能力研究》既可以作为通信和互联网行业管理人员和战略研究人员的管理读物,也可以作为大中专院校学生的研究参考书目。
Catalogue

第1章 绪论
1.1 研究背景
1.1.1 移动互联网产业链的深刻变化与电信运营商的变革
1.1.2 3G增值业务的大发展对电信运营创新提出要求
1.2 研究问题
1.2.1 平台运营是移动通信运营商在互联网时代保持持续竞争优势的战略选择
1.2.2 平台运营能力是移动互联网时代运营商需要构建的核心能力
1.3 研究意义
1.3.1 理论意义
1.3.2 实践意义
1.4 研究方法
1.4.1 研究方法
1.4.2 研究思路与步骤

第2章 文献综述
2.1 平台理论研究
2.1.1 从工程引发的运营管理学界对平台概念的扩展研究
2.1.2 产品平台理论及其拓展研究
2.1.3 产业平台理论与平台战略研究
2.1.4 平台战略与企业能力关系研究
2.1.5 通信和互联网行业的平台概念研究
2.2 运营理论和价值链理论研究
2.2.1 运营管理的起源与运营战略研究
2.2.2 电信运营战略研究
2.2.3 电信运营价值链研究与发展
2.3 能力理论研究
2.3.1 能力理论
2.3.2 能力理论主要流派及观点
2.3.3 运营能力研究
2.3.4 电信运营能力研究
2.4 本章小结

第3章 平台运营能力概念的提出及模型框架的建立
3.1 “平台运营”概念及能力的构建
3.1.1 电信运营发展经历的3个阶段
3.1.2 “平台运营”概念的构建
3.2 “平台运营能力”概念的构建
3.3 理论模型构建基础及方法
3.4 数据采集
3.4.1 访谈
3.4.2 案例整理
3.5 数据编码与变量维度提取
3.5.1 访谈和案例数据编码
3.5.2 变量维度归纳
3.6 德尔菲法专家评价
3.6.1 德尔菲法外部专家函询
3.6.2 德尔菲法外部专家函询结果
3.7 概念框架搭建及变量维度内涵辨析
3.7.1 移动通信运营商平台运营架构搭建
3.7.2 移动通信运营商平台运营能力架构搭建
3.7.3 移动通信运营商平台运营构成要素内涵辨析
3.8 本章小结

第4章 平台运营能力关键构成要素探索性研究
4.1 研究目的
4.2 问卷条目编制
4.3 预测试样本
4.4 平台运营能力构成要素量表信度分析
4.5 平台运营能力构成要素探索性因子分析
4.6 平台运营能力构成要素量表条目的筛选与修订
4.7 本章小结

第5章 移动运营商平台运营能力关键要素验证性研究
5.1 研究目的
5.2 数据分析方法
5.3 正式测试样本情况
5.4 正式测试量表情况
5.5 数据的描述性统计
5.6 个体特征与其对平台运营能力判断的方差分析
5.7 数据的结构验证
5.7.1 一阶模型因子结构验证
5.7.2 量表信度检验
5.7.3 量表效度检验
5.7.4 二阶模型因子结构验证
5.8 本章小结

第6章 研究结论及建议
6.1 主要研究工作和结论
6.1.1 主要研究工作
6.1.2 主要研究结论
6.2 本研究主要创新点
6.3 管理建议
6.3.1 顺应时代发展趋势,转变电信运营思路
6.3.2 抓住并梳理运营关键环节,明确定位核心能力,绝对不可面面俱到
6.3.3 搭建平台体系架构,定义并开发形成接口和商业模式
6.3.4 牢牢把握核心技术,锻造自身核心能力
6.3.5 加强平台能力调用与融合,实现以用户为中心的服务体验
6.3.6 继续夯实网络传递能力和终端把控能力,把握“最后一千米”
6.4 研究不足及未来研究方向
6.4.1 研究不足
6.4.2 未来的研究方向
参考文献

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