遼寧移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)拓展對(duì)策研究
發(fā)布時(shí)間：2018-11-14 10:21
【摘要】：過去幾年,電信業(yè)最令人矚目的現(xiàn)象就是移動(dòng)互聯(lián)網(wǎng)的迅速創(chuàng)新和發(fā)展。以3G網(wǎng)絡(luò)的大規(guī)模商用為標(biāo)志,移動(dòng)互聯(lián)網(wǎng)時(shí)代已然全面開啟。在將無線移動(dòng)功能、互聯(lián)網(wǎng)的連接功能以及智能移動(dòng)終端的計(jì)算功能全面整合之后,移動(dòng)互聯(lián)網(wǎng)將成為人們生活必需的平臺(tái)和工具。人們的生活方式、工作方式也將因此而改變。 由于起步較早,中國(guó)移動(dòng)在通信領(lǐng)域曾經(jīng)遙遙領(lǐng)先,但在互聯(lián)網(wǎng)領(lǐng)域很少涉及。如何面對(duì)新的生態(tài)系統(tǒng)、新的商業(yè)模式、新的客戶需求、新的服務(wù)模式等挑戰(zhàn),如何適應(yīng)新的發(fā)展環(huán)境并角逐新的寶座成為了公司必須直面并亟待解決的問題。 中國(guó)移動(dòng)已逐步展開自己的移動(dòng)互聯(lián)網(wǎng)產(chǎn)業(yè)布局,陸續(xù)成立了杭州手機(jī)閱讀基地、四川無線音樂基地、上海視頻基地、遼寧位置基地、湖南電子商務(wù)基地、廣東南方基地、江蘇游戲基地、福建手機(jī)動(dòng)漫基地等八大基地。目前,中國(guó)移動(dòng)的移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)已基本覆蓋主流業(yè)務(wù)范圍。 但與競(jìng)爭(zhēng)對(duì)手相比、與世界先進(jìn)水平相比,中國(guó)移動(dòng)的移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)仍存在著很多不足。中國(guó)移動(dòng)的移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)發(fā)展現(xiàn)狀極不均衡。究其問題根源可以分為終端,內(nèi)容和網(wǎng)絡(luò)。另外,遼寧移動(dòng)在內(nèi)部管理、支撐系統(tǒng)、營(yíng)銷渠道等方面也存在著一定的問題,制約了移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)的拓展。 本文以市場(chǎng)營(yíng)銷理論、戰(zhàn)略管理理論為基礎(chǔ),使用SWOT分析法研究遼寧移動(dòng)的內(nèi)外部環(huán)境,發(fā)現(xiàn)問題并給出解決方案,最終得出遼寧移動(dòng)拓展移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)的相關(guān)對(duì)策。 在移動(dòng)互聯(lián)網(wǎng)時(shí)代,遼寧移動(dòng)要利用自身優(yōu)勢(shì)把握機(jī)會(huì),立足于環(huán)境變化找準(zhǔn)自身定位,要扮演好智能通道提供者、平臺(tái)運(yùn)營(yíng)整合者、業(yè)務(wù)內(nèi)容提供者和信息精確分發(fā)探索者的角色。 在移動(dòng)互聯(lián)網(wǎng)產(chǎn)品開發(fā)設(shè)計(jì)方面,首先要通過與高端終端廠商合作、深度定制終端、提高中斷品位和創(chuàng)新終端種類等手段解決終端問題。還要通過加快基地建設(shè)、深入打造統(tǒng)一的業(yè)務(wù)體驗(yàn)平臺(tái)、精細(xì)梳理現(xiàn)有業(yè)務(wù)、提供集團(tuán)信息化產(chǎn)品、收購(gòu)中小型內(nèi)容提供商等手段以解決業(yè)務(wù)內(nèi)容問題。最后,要加快TD+WLAN模式建設(shè),并傾力開發(fā)TD-LTE技術(shù)以解決網(wǎng)絡(luò)問題。 在市場(chǎng)營(yíng)銷方面,要制定科學(xué)有效的合作策略以適應(yīng)新環(huán)境;要采取競(jìng)爭(zhēng)策略以把握機(jī)會(huì)取得領(lǐng)先;要合理利用品牌優(yōu)勢(shì)以搶奪市場(chǎng);要充分解決營(yíng)銷渠道問題以提升用戶體驗(yàn);要合理定價(jià),適當(dāng)采用價(jià)格戰(zhàn)以打擊對(duì)手。 最后,遼寧移動(dòng)需要提升內(nèi)部管理和服務(wù)質(zhì)量,以充分保證移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)拓展對(duì)策的實(shí)施,從而不斷的拓展業(yè)務(wù)種類、提升用戶感知、增加用戶數(shù)量、擴(kuò)大企業(yè)利潤(rùn),最終成為移動(dòng)互聯(lián)網(wǎng)時(shí)代的贏家。
[Abstract]:In the past few years, the most remarkable phenomenon in telecom industry is the rapid innovation and development of mobile Internet. With the large-scale commercial of 3G network as the symbol, the era of mobile Internet has been fully opened. After the integration of wireless mobile function, Internet connection function and intelligent mobile terminal computing function, mobile Internet will become a necessary platform and tool for people to live. The way people live and work will change as a result. Because of its early start, China Mobile used to be far ahead in communications, but rarely involved in the Internet. How to face the challenges of new ecosystem, new business model, new customer demand, new service mode, how to adapt to the new development environment and compete for the new throne have become the problems that the company must face and solve urgently. China Mobile has gradually launched its own mobile Internet industry layout, and has successively set up a mobile reading base in Hangzhou, a wireless music base in Sichuan, a video base in Shanghai, a location base in Liaoning, an e-commerce base in Hunan and a base in southern Guangdong. Jiangsu game base, Fujian mobile animation base and other eight bases. At present, China Mobile Internet service has basically covered the mainstream business scope. However, compared with competitors and the advanced level of the world, China Mobile still has a lot of shortcomings in mobile Internet services. China Mobile Internet business development is extremely uneven. The root of the problem can be divided into terminal, content and network. In addition, Liaoning Mobile also has some problems in internal management, support system, marketing channel and so on, which restricts the development of mobile Internet business. Based on the marketing theory and strategic management theory, this paper uses SWOT analysis method to study the internal and external environment of Liaoning Mobile, finds out the problems and gives the solutions, and finally obtains the relevant countermeasures for Liaoning Mobile to expand its mobile Internet business. In the era of mobile Internet, Liaoning Mobile should take advantage of its own advantages to seize the opportunity, based on environmental changes to find its own position, to play a good role as an intelligent channel provider, platform operators integrator, Role of business content provider and information accurate distribution explorer. In the development and design of mobile Internet products, the terminal problems should be solved through cooperation with high-end terminal manufacturers, deep customization of terminals, improvement of interrupt grade and innovation of terminal types. It is also necessary to solve the problem of business content by speeding up the construction of the base, creating a unified business experience platform, combing the existing business, providing information products for the group, purchasing small and medium-sized content providers, and so on. Finally, it is necessary to speed up the construction of TD WLAN mode and develop TD-LTE technology to solve network problems. In marketing, scientific and effective cooperation strategies should be formulated to adapt to the new environment, competitive strategies should be adopted to seize the opportunity to take the lead, and brand advantages should be used reasonably to seize the market. To fully solve the problem of marketing channels to enhance the user experience, to reasonable pricing, the appropriate use of price war to attack the opponent. Finally, Liaoning Mobile needs to improve internal management and service quality to fully ensure the implementation of mobile Internet business development strategy, so as to continuously expand the types of business, enhance user perception, increase the number of users, and expand corporate profits. Finally become the winner of the era of mobile Internet.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F626.11
本文編號(hào)：2330898
[Abstract]:In the past few years, the most remarkable phenomenon in telecom industry is the rapid innovation and development of mobile Internet. With the large-scale commercial of 3G network as the symbol, the era of mobile Internet has been fully opened. After the integration of wireless mobile function, Internet connection function and intelligent mobile terminal computing function, mobile Internet will become a necessary platform and tool for people to live. The way people live and work will change as a result. Because of its early start, China Mobile used to be far ahead in communications, but rarely involved in the Internet. How to face the challenges of new ecosystem, new business model, new customer demand, new service mode, how to adapt to the new development environment and compete for the new throne have become the problems that the company must face and solve urgently. China Mobile has gradually launched its own mobile Internet industry layout, and has successively set up a mobile reading base in Hangzhou, a wireless music base in Sichuan, a video base in Shanghai, a location base in Liaoning, an e-commerce base in Hunan and a base in southern Guangdong. Jiangsu game base, Fujian mobile animation base and other eight bases. At present, China Mobile Internet service has basically covered the mainstream business scope. However, compared with competitors and the advanced level of the world, China Mobile still has a lot of shortcomings in mobile Internet services. China Mobile Internet business development is extremely uneven. The root of the problem can be divided into terminal, content and network. In addition, Liaoning Mobile also has some problems in internal management, support system, marketing channel and so on, which restricts the development of mobile Internet business. Based on the marketing theory and strategic management theory, this paper uses SWOT analysis method to study the internal and external environment of Liaoning Mobile, finds out the problems and gives the solutions, and finally obtains the relevant countermeasures for Liaoning Mobile to expand its mobile Internet business. In the era of mobile Internet, Liaoning Mobile should take advantage of its own advantages to seize the opportunity, based on environmental changes to find its own position, to play a good role as an intelligent channel provider, platform operators integrator, Role of business content provider and information accurate distribution explorer. In the development and design of mobile Internet products, the terminal problems should be solved through cooperation with high-end terminal manufacturers, deep customization of terminals, improvement of interrupt grade and innovation of terminal types. It is also necessary to solve the problem of business content by speeding up the construction of the base, creating a unified business experience platform, combing the existing business, providing information products for the group, purchasing small and medium-sized content providers, and so on. Finally, it is necessary to speed up the construction of TD WLAN mode and develop TD-LTE technology to solve network problems. In marketing, scientific and effective cooperation strategies should be formulated to adapt to the new environment, competitive strategies should be adopted to seize the opportunity to take the lead, and brand advantages should be used reasonably to seize the market. To fully solve the problem of marketing channels to enhance the user experience, to reasonable pricing, the appropriate use of price war to attack the opponent. Finally, Liaoning Mobile needs to improve internal management and service quality to fully ensure the implementation of mobile Internet business development strategy, so as to continuously expand the types of business, enhance user perception, increase the number of users, and expand corporate profits. Finally become the winner of the era of mobile Internet.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F626.11
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 齊鑫;移動(dòng)互聯(lián)網(wǎng)科普產(chǎn)品開發(fā)策略的研究[D];西北農(nóng)林科技大學(xué);2012年
，本文編號(hào)：2330898
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