本案例由江南大学商学院的肖仲云教授团队撰写，江南大学商学院案例中心研究员李文涛全文改编，江南大学商学院案例中心研究员盛诗慧为责任编辑，作者拥有著作权中的署名权、修改权、改编权。
摘要：本案例描述了中国电信股份有限公司无锡分公司旗下的宽带业务面临着竞争局面日益激烈，宽带用户数的流失趋势越来越明显。在巨大的竞争压力面前，无锡分公司快速相应市场，采取增长型战略，实现精耕细作，充分利用既有广泛布点的门店和高效专业的运维队伍的优势，推进实行“营维合一”的宽带业务运营新模式，公司广大的一线运维人员由原来的“以维为主”向“营维合一”转型，直面市场竞争，从维护服务中发掘营销的商机，通过优质的服务带动营销的发展，让用户体验到营销和运行维护的“一站式”服务。“营维合一”是无锡分公司适应市场化转型、开拓市场空间的内在要求，进而实现公司整体转型创新的进程和未来长远持续发展。通过案例分析，帮助学生理清转型动因，分析战略，选择战略实施的思想，为企业战略转型提供借鉴。
关键词：宽带业务；营维合一；市场化转型
Wuxi Telecom: The Path To Market Transformation of “Marketing-Maintenance Integration”
Abstract: This case describes that the broadband internet of China Telecom Wuxi Branch is facing increasingly fierce competition, and the trend of the loss of broadband users is becoming more and more obvious. In the face of huge competitive pressure, Wuxi Branch quickly responded to the market, adopted a growth strategy, realized intensive cultivation, made full use of the advantages of the existing extensive stores and efficient and professional operation and maintenance teams, and promoted the implementation of " Marketing-Maintenance Integration " broadband. The new model of business operation, the company's majority of front-line operation and maintenance personnel have transformed from the original "Maintenance-Oriented" to "marketing-maintenance integration", facing market competition, exploring marketing opportunities from maintenance services, and promoting marketing through high-quality services. " Marketing-Maintenance Integration " is the inherent requirement of Wuxi Branch to adapt to market-oriented transformation and expand market space, so as to realize the company's overall transformation and innovation process and long-term sustainable development in the future. Through case analysis, help students to clarify the reasons for transformation, analyze strategies, and choose ideas for strategic implementation, so as to provide reference for corporate strategic transformation.
Key words: Broadband Internet service; Marketing-Maintenance Integration; Marketing Transformation
