Technology Marketing: The main force for operators to carry out social informatization construction

Developing the road of technology marketing is a new way for communication operators to develop social informatization Zhang Zhiping Hu Himin/Wen Communication operation Enterprises under the Blue Sea Strategy, have turned their attention from "communication operations" to "information operations", many social and government social Information projects released, such as "Social Security monitoring System" "mobile alarm positioning" Such a group of social Information Engineering, with the social realization of information is the operation of the business Operation strategy of the Prelude, we all recognize that this business has a high strategic significance. In order to better meet the arrival of social information, the operation Enterprises will be more actively in-depth development of social information engineering work, therefore, in the implementation of the way, communication operators need to take a different implementation path with the development of traditional communications services, namely: to develop the road of technology marketing, "Party B mode" under the System Integration Services,　　To meet the new wave of social information. The current purpose of communication operators is to create customers. In all parts of the society, the Government at all levels of the Bureau, large and medium-sized enterprises spend a year of information investment is often hundreds of millions of yuan, the information technology departments of these units are the direct managers and operators of these information projects, the contractor has the right to fully select or recommend. But the current situation is: most of the information construction project is by the small and medium-sized companies in the community is responsible for the building, because of the uneven technical and service forces in the community, the final construction quality, norms, standards have great uncertainty, especially the level of after-sales service is very poor, there is less technical support,　　Failure to solve the emergency force weak, technical upgrading services are not perfect, such as the impact of long-term stable use of the system and other major issues. Therefore, the managers and personnel of the technical departments of enterprises and government often most hope that at any time with a strong technical unit to maintain long-term cooperation, very convenient for consultation, get technical support; they want to be able to get quality system integration services from a comprehensive enterprise with powerful technology. Hope that with a long lasting long-term store-style trustworthy enterprise cooperation, long-term enjoy a stable system after-sales service. And the above demand, it is the advantages of communications operators, 3 of communications operators can be very good to meet their needs, which for communications operators to carry out the enterprise Informatization provides a good opportunity to cut.　　This kind of initiative provides the technical support as the main service is the technical marketing service, may say, the government department and the Enterprise Technical competent department is the communication Operation Enterprise Technical marketing to create and faces the new customer. In the face of these technical departments and personnel, communication operators how to achieve rapid response technology marketing? ZTE, Huawei and other telecommunications equipment manufacturers in this regard, or can give the communications operators some inspiration. Their core practice is the technical staff and even technical senior staff to do a good job pre-sales counseling services; The second is by the technical team to do a good job in the sale of the system implementation; Third, by the background of the reunification to provide after-sales technical support work. Their marketing interface is located in the regional offices, responsible for customer contact care work. Learn from ZTE, Huawei's technology marketing methods,In the face of the vast information market, communication operators can break the traditional only in the background, the initiative to enter the forefront of the technology market, instead of the traditional general marketing customer service personnel, as the main force of technology marketing, to accept the market passion to open up and build implementation of the big storms and challenges: The communication operators fully exert the existing marketing service interface of the market department, such as market personnel, customer service Manager, business Hall, electronic channels and other functions, as a information technology and the collection and discovery channels; second, the technical Department of each communication operation Enterprise and the other government technical department through various forms of contact and interaction, Establish long-term counterpart daily contact, if we regularly carry out daily technical exchanges and talks, in contact with the service constantly find each other's information project construction needs of the business opportunities, that is, complete the "market Lanhuo" work; third, the technical Department of the operation of enterprises, the formation of pre-sales technical marketing team, in response to customer needs, To carry out the guidance work during the project introduction period. For all of us are interested in cooperation projects, pre-sales team of technical personnel at least six months in advance to the relevant technical departments of enterprises to provide technical support for related projects. Whether a project can be successfully obtained in the end, the pre-sales phase of the service is very important. To provide technical advice and technical guidance and guidance to customers before the project is formally established, and to assist clients to formulate relevant technical standards, specifications, programs, systems concepts, and so on, in fact, with the early work of the project, but also establish communications operators to win the first project advantage. The work of this stage is to do a good job of customer pre-sales services; After winning the bid, the communication operation Enterprise, as the construction side, provides one-stop system integrated package service. Providing a one-stop implementation in a system-integrated manner is more demanding for the implementation unit, which requires the operating enterprise not to consider the issue solely from the marketing of the communications business, but to consider all aspects of the customer in a system design perspective. , its technical capability requirements for operating enterprises are also to be upgraded from single communication technology to comprehensive integrated technical capability. The internal operation of system integration will make a great change to the technical capability requirement and structure organization mode of Operation Enterprise. This from the timely and fully meet the needs of the party to design their own internal production process is "Party B mode", the original operation of the line function system in the time limit must not be very good to meet customer requirements, In order to ensure that the problems of construction in the implementation of the project will be left to the operation of the enterprise itself, it is easy to leave the other side, communication operators to make a real good party B. This stage is to do a good job in the sale; five, in the system integration process, grasps uses the communication, the information technology carries on the system innovation idea, for the customer in the system design and the Mosaic Communication new service function, adds the more innovation and the efficiency for the system, lets the customer through to the Communication application module usage perception greater satisfaction, At the same time, extensive development to promote the integration of communication and social information, the system integration workAnd the operation of the enterprise's information strategy of the integration of the theme to achieve the unity of the two. Through the implementation of the "Party B model" under the technical marketing, the communication operation Enterprise can realize the construction of 3 aspects working blueprint in the Informatization Road: * In the external society, constructs the work Exchange circle which the technical competent department of the operation Enterprise technical team and the enterprises and Government each unit forms; Within the enterprise, forming from the technical customer-operation Enterprise integrated team -Technical production value chain of various professional technical partners; * Leaving a foreshadowing for the continued development of the Internet business in the future. Between the Government information system and the Internet, only based on the security of a network firewall or gateway, as long as the government needs, can be upgraded through the system to quickly develop G2C, government-to-business (government to citizens, enterprises) of the Internet business, the operation of the traditional information work of enterprises to the Internet field of business strategy extension; Technology marketing will inevitably cooperate and compete among communication operators, and the competition will be fierce.　　This kind of cooperation and competition is also a kind of industry contact and communication, only through this real contact, in the "competition" and "close" to achieve the balance of interests of both sides, in order to win, in the competition together to maintain a winning confidence mentality.　　It is necessary to make a deep change in the work process and organizational structure to establish a kind of internal organization structure of party B mode for the communication operation Enterprises to do well the technology marketing. Preparation of the necessary conditions at the enterprise level. such as industrial and commercial registration of the corresponding service scope changes; The application of the Engineering qualification Certificate of system integration, the construction grade certificate in the construction field, the certificate of high-tech enterprise, the certificate of classified safety certification, etc., this is the necessary condition for the construction work to be carried out smoothly in the future; second, the enterprise internal process coordination level, must solve the financial, Procurement, tendering, decision-making and other processes. For party A, communication operation Enterprises as party B, there must be a smooth and rapid flow of financial processes, such as project profitability forecast and risk audit identification, project invoices, tax deductions and deductions, timely collection requirements, construction cost control process, etc. in the procurement, must be outside the existing collection process, Establish the process of rapid project procurement; third, the Enterprise technology internal organizational structure, must be in the current professional lines of the division of the functional organization structure, the superposition of a project management as the core of the Matrix project team organization, the corresponding performance appraisal, personnel calls,　　Cooperation with the mechanism, etc. must be from the now more virtual team to rise to a higher long-term semi-curing form. This kind of change of technology line will bring the profound transition opportunity to the communication technology personnel, some personnel will transform from pure technology type to technology marketing talents based on technology and customer service oriented. In this case, the operators should cultivate a group of project managers who can organize the work independently, and complete the project construction under the leadership of the project manager. Four, the system integration gives the operation Enterprise to intervene the information opportunity, but in the long run, the communication Operation Enterprise finally is toFrom the integration of services to form the information standard products.　　By summarizing, refining and perfecting the integrated project, the operation enterprises should gradually form their fist standard products, so as to carry out similar projects, increase the product line of the whole business operation and enlarge the occupancy ratio of the information market. To sum up, communication operation Enterprises to carry out information construction is to meet the whole business operation of the important strategic measures. This initiative brings a challenge to all communication technology staff, and brings an important opportunity for comprehensive self-improvement. In this transformation, some technical work from backstage support to customer-focused technology marketing realm, technology marketing also constitutes a major branch of information marketing in the future. Technology-oriented customer satisfaction as the core of technical services, in a long period of time to require communications operators to provide customers with the system integration of "turnkey" project, through this operation, planning the formation of information technology fist standard products, facilitate the mass promotion and development, thereby helping the communications operators to win more business information operation of the market share, Help Enterprises to win the future competition, to help China's various industries to achieve social informatization of the grand vision.