本文選題：無線寬帶接入 + 移動(dòng)互聯(lián)網(wǎng)��； 參考：《華南理工大學(xué)》2015年碩士論文

【摘要】：社會(huì)的進(jìn)步和信息技術(shù)的革新推動(dòng)著移動(dòng)互聯(lián)網(wǎng)的快速發(fā)展。一方面，以智能手機(jī)、超微型筆記本電腦為代表的手持智能設(shè)備大量普及，，人們對(duì)移動(dòng)上網(wǎng)覆蓋范圍、移動(dòng)上網(wǎng)速率等要求不斷提高。另一方面，各通信運(yùn)營(yíng)商先后建設(shè)了GPRS、CDMA、3G、4G等移動(dòng)互聯(lián)網(wǎng)絡(luò)。但目前移動(dòng)互聯(lián)網(wǎng)上網(wǎng)速率有限且使用資費(fèi)較高，民眾難以廣泛承受。因而移動(dòng)互聯(lián)網(wǎng)的發(fā)展現(xiàn)狀還不能完全滿足民眾激增的移動(dòng)上網(wǎng)需求，而WiFi寬帶免費(fèi)無線接入則能較好地解決移動(dòng)互聯(lián)網(wǎng)在資費(fèi)和速率兩方面的不足。但是無論是由企業(yè)、商家等自建局部WiFi熱點(diǎn)，或由地方政府主導(dǎo)建設(shè)全市區(qū)WiFi熱點(diǎn)，雖能滿足手持智能設(shè)備的移動(dòng)上網(wǎng)需求，但都面臨著提供免費(fèi)服務(wù)的同時(shí)建設(shè)及維護(hù)成本高昂的問題。 如何解決無線寬帶接入發(fā)展過程中服務(wù)免費(fèi)與建設(shè)維護(hù)成本高昂之間的矛盾呢？中國(guó)移動(dòng)廣東公司佛山分公司提出的“服務(wù)易”無線廣告平臺(tái)方案較好地解決了這一矛盾。本文主要闡述了作者在公司兩年半時(shí)間里實(shí)際參與管理的“服務(wù)易”無線廣告平臺(tái)項(xiàng)目的背景、原理、總體方案、運(yùn)營(yíng)準(zhǔn)備、商業(yè)運(yùn)營(yíng)模式、商業(yè)運(yùn)營(yíng)案例等。本文首先說明了寬帶以及無線寬帶接入的重要意義與高速發(fā)展現(xiàn)狀，指出了移動(dòng)互聯(lián)網(wǎng)在上網(wǎng)速率與資費(fèi)方面的不足以及中國(guó)移動(dòng)無線寬帶業(yè)務(wù)發(fā)展的挑戰(zhàn)與機(jī)遇。接著論述了“服務(wù)易”無線廣告平臺(tái)的功能需求與總體方案，在該方案中運(yùn)營(yíng)商獨(dú)立或聯(lián)合政府、各企業(yè)商家建設(shè)免費(fèi)WiFi熱點(diǎn)，民眾享受免費(fèi)WiFi的同時(shí)，接受有限度的廣告植入及后續(xù)短信等營(yíng)銷推廣，通過衍生的廣告收入來支付免費(fèi)WiFi熱點(diǎn)的建設(shè)維護(hù)成本。其次呈現(xiàn)了“服務(wù)易”無線廣告平臺(tái)的商業(yè)運(yùn)營(yíng)籌備工作，包括商業(yè)運(yùn)營(yíng)團(tuán)隊(duì)組建、產(chǎn)品的軟硬件供應(yīng)商選定與采購(gòu)、平臺(tái)特色總結(jié)與宣傳單張制作、商家資費(fèi)標(biāo)準(zhǔn)制定和風(fēng)險(xiǎn)評(píng)估等。接著提出并分析了中國(guó)移動(dòng)“服務(wù)易”無線廣告平臺(tái)商業(yè)運(yùn)營(yíng)的兩種主要的不同模式，即“商家自營(yíng)”模式和“委托他營(yíng)”模式，并通過“保利西街”和“千燈湖”兩個(gè)實(shí)際案例驗(yàn)證了“服務(wù)易”無線廣告平臺(tái)兩種商業(yè)運(yùn)營(yíng)模式的可行性與商業(yè)價(jià)值。最后從企業(yè)內(nèi)部、外部對(duì)該項(xiàng)目進(jìn)行了階段性報(bào)告。實(shí)際商業(yè)運(yùn)營(yíng)案例表明“服務(wù)易”無線廣告平臺(tái)可較好地解決了免費(fèi)無線寬帶發(fā)展過程中服務(wù)免費(fèi)與建設(shè)維護(hù)成本高昂之間的矛盾，從而最終達(dá)到為民眾提供免費(fèi)而高質(zhì)的無線寬帶接入服務(wù)的目的。
[Abstract]:The progress of society and the innovation of information technology promote the rapid development of mobile Internet. On the one hand, handheld intelligent devices, represented by smart phones and ultraminiature laptops, are widely used, and the requirements of mobile Internet coverage and mobile internet speed are constantly raised. On the other hand, the communication operators have built mobile internet networks such as GPRSU, CDMA, 3G and so on. However, the current mobile Internet access rate is limited and the use of high fees, the public can not afford widely. Therefore, the development of mobile Internet can not fully meet the rapid increase in the demand for mobile Internet, and WiFi broadband free wireless access can better solve the lack of charges and speed of mobile Internet. However, whether enterprises, businesses, and other local WiFi hotspots, or local governments leading the construction of WiFi hotspots in urban areas, can meet the mobile Internet needs of hand-held smart devices, But they are faced with the problem of building and maintaining free services at the same time. How to solve the contradiction between free service and high cost of construction and maintenance in the development of wireless broadband access? Foshan Branch of China Mobile Guangdong Company put forward the "easy to serve" wireless advertising platform solution to this contradiction. This paper mainly expounds the background, principle, general scheme, operation preparation, business operation mode, business operation case of the wireless advertising platform project of "Service easy" which the author actually participated in management in two and a half years. In this paper, the significance of broadband and wireless broadband access and the current situation of high-speed development are described, and the shortcomings of mobile Internet in Internet speed and tariff, as well as the challenges and opportunities of the development of China Mobile Wireless Broadband Service are pointed out. Then it discusses the functional requirements and the overall scheme of the "easy to serve" wireless advertising platform. In this scheme, the operators are independent or coalition government, and the enterprises and businesses build free WiFi hotspots, while the people enjoy free WiFi at the same time. Accept limited advertising placement and subsequent SMS marketing promotion, through the generated advertising revenue to pay for the construction and maintenance costs of free WiFi hotspots. Secondly, it presents the preparation for the commercial operation of the "easy to serve" wireless advertising platform, including the establishment of the business operation team, the selection and procurement of the software and hardware suppliers of the products, the summary of the characteristics of the platform and the production of promotional leaflets. Business tariff standards and risk assessment. Then, the paper puts forward and analyzes two main different modes of commercial operation of China Mobile's "Service easy" wireless advertising platform, that is, "merchant self-operation" mode and "entrusting other business" mode. The feasibility and commercial value of the two commercial modes of the wireless advertising platform are verified by the two practical cases of "Poly West Street" and "Qiandenghu". Finally, from the enterprise internal, external to the project stage report. The actual commercial operation cases show that the "easy to serve" wireless advertising platform can solve the contradiction between the free service and the high cost of construction and maintenance in the development of free wireless broadband. Finally, the purpose of providing free and high-quality wireless broadband access to the public is achieved.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：TN929.5

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本文編號(hào)：2041566