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在竞争日益激烈的市场中,如何突围而出,关键在于有针对性地为消费者提供真正为他们创造价值的产品或服务,而不是努力把所有服务卖给所有客户。欧洲通讯市场的竞争又一次向人们证明了这个道理。在过去十年中,由于为人们提供了随时随地进行沟通的便利,移动通讯为欧洲各大电信公司带来了爆炸式的业务增长。“预付费”和“短信息”方面的业务创新进一步带来了持续增长。然而这些与其说是运营商内在创新机制作用的效果,不如说是无心插柳的意外之得。
In an increasingly competitive market, the key to breaking out is to target consumers to products or services that truly create value for them, rather than trying to sell everything to all customers. Competition in the European communications market once again proved to people this truth. In the past decade, mobile communications have generated explosive business growth for major European telecommunications companies by providing people with the convenience of communicating anywhere, anytime. Business innovation in “prepayments” and “short messages” further led to continued growth. However, these are not so much the effect of the inherent innovation mechanism of operators as an unintentional accident.