本文選題：流量經(jīng)營(yíng) + 河北移動(dòng)��； 參考：《河北經(jīng)貿(mào)大學(xué)》2017年碩士論文

【摘要】：隨著通信產(chǎn)業(yè)的不斷發(fā)展、移動(dòng)互聯(lián)網(wǎng)的不斷進(jìn)步,培育了消費(fèi)者新的需求,電信運(yùn)營(yíng)商傳統(tǒng)的業(yè)務(wù)短信和語(yǔ)音的收入不斷下降。各種互聯(lián)網(wǎng)業(yè)務(wù)的興起,改變了用戶的生活方式,例如眾多社交軟件微信、qq成為了主流的溝通方式,導(dǎo)致了短信和語(yǔ)音業(yè)務(wù)的極速下滑,電信運(yùn)營(yíng)商無(wú)論是被動(dòng)需求還是主動(dòng)需求,都需要積極發(fā)力,尋找新的利潤(rùn)增長(zhǎng)點(diǎn)。2013年底,中國(guó)電信、中國(guó)移動(dòng)、中國(guó)聯(lián)通同時(shí)獲得了LTE牌照,在4G牌照發(fā)放后,三家運(yùn)營(yíng)商都把流量作為運(yùn)營(yíng)商的經(jīng)營(yíng)重點(diǎn),流量收入甚至超過(guò)了語(yǔ)音業(yè)務(wù)收入。中國(guó)移動(dòng)擺脫了3G時(shí)代的落后局面,大干快上,在4G發(fā)展中取得了先機(jī),但是中國(guó)電信和中國(guó)聯(lián)通迅速跟進(jìn),展開(kāi)了激烈的價(jià)格戰(zhàn),導(dǎo)致每家運(yùn)營(yíng)商用戶的戶均消費(fèi)迅速下降。面對(duì)行業(yè)外微信、QQ對(duì)于語(yǔ)音短信的替代,行業(yè)內(nèi)三家運(yùn)營(yíng)激烈的價(jià)格戰(zhàn),三家運(yùn)營(yíng)商都推出了基于流量經(jīng)營(yíng)的轉(zhuǎn)型策略,從以語(yǔ)音經(jīng)營(yíng)為主,轉(zhuǎn)向以流量經(jīng)營(yíng)為主,避免被管道化的風(fēng)險(xiǎn),提高流量的價(jià)值,解決流量增長(zhǎng)但是收入不增長(zhǎng)的剪刀差問(wèn)題。這是三家運(yùn)營(yíng)商轉(zhuǎn)型發(fā)展的必由之路。在此背景下,本文針對(duì)以上急需解決的問(wèn)題,以河北移動(dòng)為對(duì)象,研究了河北移動(dòng)流量經(jīng)營(yíng)的現(xiàn)狀,通過(guò)對(duì)河北移動(dòng)流量經(jīng)營(yíng)SWOT分析、發(fā)展環(huán)境的PEST分析,認(rèn)為運(yùn)營(yíng)商將轉(zhuǎn)型的目標(biāo)集中在進(jìn)行“流量經(jīng)營(yíng)”和營(yíng)造“聚合平臺(tái)”上,流量類似自來(lái)水,存在云管端三部分,移動(dòng)不能僅做互聯(lián)網(wǎng)的管道,而是要抓住移動(dòng)互聯(lián)網(wǎng)發(fā)展良機(jī),通過(guò)開(kāi)展“流量經(jīng)營(yíng)”,構(gòu)建智能管道,向上構(gòu)建應(yīng)用的“聚合平臺(tái)”,向下整合手機(jī)終端,做好“流量經(jīng)營(yíng)”,是關(guān)乎運(yùn)營(yíng)商生死存亡的問(wèn)題,是掌控產(chǎn)業(yè)鏈的關(guān)鍵。最后根據(jù)這些問(wèn)題分別從網(wǎng)絡(luò)和IT策略、大數(shù)據(jù)策略、服務(wù)營(yíng)銷策略、云端策略、大連接策略等方面給出建議和參考。希望通過(guò)本文的研究,使河北移動(dòng)能夠明確發(fā)展策略和方向,發(fā)現(xiàn)發(fā)展中的問(wèn)題,找到應(yīng)對(duì)策略,不斷鞏固區(qū)域內(nèi)的經(jīng)營(yíng)領(lǐng)先優(yōu)勢(shì)。
[Abstract]:With the continuous development of communication industry and the development of mobile Internet, the new demand of consumers has been cultivated, and the revenue of traditional service SMS and voice of telecom operators is declining. The rise of various Internet services has changed the way users live. For example, many social software, WeChat QQ, has become the mainstream mode of communication, leading to a rapid decline in SMS and voice services. Telecom operators, whether passive or active, need to make active efforts to find new profit growth points. At the end of 2013, China Telecom, China Mobile, and China Unicom have also obtained LTE licenses, and after the 4G license has been issued, The three operators take traffic as the operator's business focus, traffic revenue even more than the voice business revenue. China Mobile got out of the backwardness of the 3G era and made headway in 4G development, but China Telecom and China Unicom quickly followed suit and launched a fierce price war, resulting in a rapid decline in household consumption per operator. In the face of the substitution of WeChat QQ for voice messaging outside the industry and the fierce price war among the three operators in the industry, all three operators have launched a transformation strategy based on traffic management, which has shifted from voice management to traffic management. Avoid the risk of being managed, increase the value of flow, and solve the problem of scissors difference which increases the flow but does not increase the income. This is the only way for the three operators to transform and develop. Under this background, this paper studies the current situation of Hebei mobile traffic management, through the SWOT analysis of Hebei mobile traffic management, the PEST analysis of the development environment, aiming at the above urgent problems, taking Hebei Mobile as the object, the paper studies the current situation of Hebei mobile traffic management. It is believed that operators will focus on "flow management" and "aggregation platform". The flow is similar to running water, and there are three parts of cloud pipe, so they can't just do the Internet pipeline. Instead, we should seize the opportunity to develop the mobile Internet, by carrying out "traffic management", building intelligent pipelines, building up the "aggregation platform" of applications, integrating mobile terminals downward, and doing a good job of "traffic management." Is related to the survival of operators, is the key to control the industrial chain. Finally, suggestions and references are given from network and IT strategy, big data strategy, service marketing strategy, cloud strategy, Dalian connection strategy and so on. It is hoped that through the research of this paper, Hebei Mobile will be able to make clear the development strategy and direction, discover the problems in the development, find the coping strategy, and consolidate the leading advantage of the management in the region.
【學(xué)位授予單位】：河北經(jīng)貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F626

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