随着我国改革的深入，通信行业已经打破垄断，形成中国电信、中国网通、
中国移动、中国联通、中国铁通和中国卫星通信的五加一的电信运营竞争格局。

还有由于 Internet 的发展和 IP 技术的日趋成熟，通过 Internet 网络实现语音通信
可以大大降低通话成本，所以目前有 Internet 网络取代传统语音、尤其是长话语
音通信的趋势，另外，与电信增值业务日趋丰富相对应，用户细化需求差异越来
越明显，不同用户对通信业务的需求在向着不同方向发展。综合以上几个方面的
因素，都给目前的电信产业造成很大的影响，直接的结果是原来基础电信运营商
推出标准化的电信产品满足所有客户的商业模式已经不能适应市场新的发展形
势，用户需要更多样化、个性化的服务，这就给以那些本身可能没有通信网络但
是却更了解客户，能够满足客户的企业组织创造了生存和发展的机会，这个群体
行业内称之为电信虚拟运营商。

本文首先从理论上对虚拟运营的产生和产生机制进行了分析，然后以长话业
务市场为例作了深入的分析，然后以一个“智银公司”为例，对虚拟运营商的定
位角色和虚拟长话运营业务进行了实例可行性论证，最后给出了对于虚拟运营商
和我国电信政策方面的建议。

ABSTRACT
In recent years, China communications industry developed rapidly. It is a period
when all the businesses in this field grow in high speed, especially the long-distance
telephone business.
China communications industry is a typical natural monopoly industry. However,
this situation has changed a lot with the reform and opening-up goes deeply. China
introduced competition to break the monopoly. Nowadays it forms a competition
pattern which China Telecom, China Netcom, China Mobile, China Unicom, China
Railcom and China Satcom operate separately and compete with each other. Because
of the development of internet and the maturity of IP technology, it can reduce
operating cost greatly through the internet when it can realize the verbal
communication. The above mentioned situations bring both opportunities and
challenges. On the one hand, there is a trend which the internet network will replace
the traditional telephone business, especially the long-distance telephone; On the
other hand, in accord with the abundance of the communications increment businesses,
the customers’ differentiated and detailed demands are becoming more and more
visible. The different demand of customers makes the communications businesses
develop in different directions. Considering all the discussed factors, we can see that
they caused tremendous consequences to the communications industry in our country.
The most direct outcome is the former basic telecommunication operators fall across a
difficult problem. That is, the business mode in which the standard telecommunication
products to all the customers which the operators once offered, can not work very
well. This kind of mode can’t adapt to the development of new market, the fast
dazzling innovations and changes in this field. What the consumers really need are the
more various and more individuated services. It is the very need that gives a lot of
companies the opportunities to survive and develop in the competitive market
economy. This companies called as “the telecommunication virtual network
operators”, which can be more acquainted itself with the customers and considerate to
satisfy the customers
This thesis introduces the origination of the virtual network operators and
analyses the mechanism theoretically at the very beginning. Considering the
long-distance telephone market as an example, then it analyses the mechanism
thoroughly. After that, it demonstrates the feasibility of long-distance telephone
business and the orientated role of the virtual network operators in the case of “Zhi
Yin Company”. Finally, the author gives suggestions not only to the virtual network
operators, but also to the China telecommunication policy constitutor.
目 录
前 言...5
一、 产品的定义.....6
(一)长话业务定义.......6
(二)长话业务分类.......6
(三)长话业务在语音业务中的位置...6
二、 长话业务市场背景分析.........7
(一)长话价格情况.......7
(二)市场容量和增长状况.......8
(三)长话收入结构和发展趋势8
(四)市场区域分布状况9
(五)用户细分情况.....10
(六)北京市长话市场.11
三、 虚拟运营的概念和虚拟长话运营业务的市场形成机制...12
（一） 什么是电信虚拟运营.12
（二） 虚拟长话运营业务的市场形成机制.13
1． 通信领域自由竞争市场的形成为虚拟运营奠定基础.........13
2． IP 技术的发展推动虚拟运营的步伐13
3． 用户需求多样化给虚拟运营发展的市场机会.........15
四、 虚拟长话运营业务设计和推广的理论基础15
（一） 价值链和核心竞争力理论.....15
（二） 市场细分理论.16
（三） 货币时间价值.16
五、 以“智银公司”为原型作具体虚拟长话运营业务的设计.17
(一) 智银公司简介.........17
(二) 智银公司的市场定位.........17
1.初期目标客户瞄准金融行业大客户，然后发展中小客户.17
2.与运营商的合作.........18
3.资费策略.........18
4.地区选择.........18
5.智银的市场角色描述.18
六、 智银的市场目标和营销策略20
（一）产品方案.........20
（二）价格.....23
（三）地域选择.........23
（四） 推广促销手段.24
七、 业务运营规划和投入产出分析.......24
（一） 投入计划.......25
（二）毛利润预计.....27
（三） 三年期运营费用预计.31
（四）现金流预测.....33
（五） 投资回报计算.34
八、 竞争和风险...35
（一）市场风险.........35
（二） 技术风险.........37
九、 退出机制.......38
十、 结论和建议...38
参考书目.....39