【摘要】：過去幾年,電信業(yè)最令人矚目的現(xiàn)象就是移動互聯(lián)網(wǎng)的迅速創(chuàng)新和發(fā)展。以3G網(wǎng)絡的大規(guī)模商用為標志,移動互聯(lián)網(wǎng)時代已然全面開啟。在將無線移動功能、互聯(lián)網(wǎng)的連接功能以及智能移動終端的計算功能全面整合之后,移動互聯(lián)網(wǎng)將成為人們生活必需的平臺和工具。人們的生活方式、工作方式也將因此而改變。 由于起步較早,中國移動在通信領域曾經(jīng)遙遙領先,但在互聯(lián)網(wǎng)領域很少涉及。如何面對新的生態(tài)系統(tǒng)、新的商業(yè)模式、新的客戶需求、新的服務模式等挑戰(zhàn),如何適應新的發(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。 中國移動已逐步展開自己的移動互聯(lián)網(wǎng)產業(yè)布局,陸續(xù)成立了杭州手機閱讀基地、四川無線音樂基地、上海視頻基地、遼寧位置基地、湖南電子商務基地、廣東南方基地、江蘇游戲基地、福建手機動漫基地等八大基地。目前,中國移動的移動互聯(lián)網(wǎng)業(yè)務已基本覆蓋主流業(yè)務范圍。 但與競爭對手相比、與世界先進水平相比,中國移動的移動互聯(lián)網(wǎng)業(yè)務仍存在著很多不足。中國移動的移動互聯(lián)網(wǎng)業(yè)務發(fā)展現(xiàn)狀極不均衡。究其問題根源可以分為終端,內容和網(wǎng)絡。另外,遼寧移動在內部管理、支撐系統(tǒng)、營銷渠道等方面也存在著一定的問題,制約了移動互聯(lián)網(wǎng)業(yè)務的拓展。 本文以市場營銷理論、戰(zhàn)略管理理論為基礎,使用SWOT分析法研究遼寧移動的內外部環(huán)境,發(fā)現(xiàn)問題并給出解決方案,最終得出遼寧移動拓展移動互聯(lián)網(wǎng)業(yè)務的相關對策。 在移動互聯(lián)網(wǎng)時代,遼寧移動要利用自身優(yōu)勢把握機會,立足于環(huán)境變化找準自身定位,要扮演好智能通道提供者、平臺運營整合者、業(yè)務內容提供者和信息精確分發(fā)探索者的角色。 在移動互聯(lián)網(wǎng)產品開發(fā)設計方面,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、深入打造統(tǒng)一的業(yè)務體驗平臺、精細梳理現(xiàn)有業(yè)務、提供集團信息化產品、收購中小型內容提供商等手段以解決業(yè)務內容問題。最后,要加快TD+WLAN模式建設,并傾力開發(fā)TD-LTE技術以解決網(wǎng)絡問題。 在市場營銷方面,要制定科學有效的合作策略以適應新環(huán)境;要采取競爭策略以把握機會取得領先;要合理利用品牌優(yōu)勢以搶奪市場;要充分解決營銷渠道問題以提升用戶體驗;要合理定價,適當采用價格戰(zhàn)以打擊對手。 最后,遼寧移動需要提升內部管理和服務質量,以充分保證移動互聯(lián)網(wǎng)業(yè)務拓展對策的實施,從而不斷的拓展業(yè)務種類、提升用戶感知、增加用戶數(shù)量、擴大企業(yè)利潤,最終成為移動互聯(lián)網(wǎng)時代的贏家。
[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.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：F626.11

【引證文獻】

相關碩士學位論文 前1條

1 齊鑫;移動互聯(lián)網(wǎng)科普產品開發(fā)策略的研究[D];西北農林科技大學;2012年

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本文編號：2330897