河北移动流量经营策略研究

发布时间：2018-05-20 17:12

本文选题：流量经营 + 河北移动　；参考：《河北经贸大学》2017年硕士论文

【摘要】：随着通信产业的不断发展、移动互联网的不断进步,培育了消费者新的需求,电信运营商传统的业务短信和语音的收入不断下降。各种互联网业务的兴起,改变了用户的生活方式,例如众多社交软件微信、qq成为了主流的沟通方式,导致了短信和语音业务的极速下滑,电信运营商无论是被动需求还是主动需求,都需要积极发力,寻找新的利润增长点。2013年底,中国电信、中国移动、中国联通同时获得了LTE牌照,在4G牌照发放后,三家运营商都把流量作为运营商的经营重点,流量收入甚至超过了语音业务收入。中国移动摆脱了3G时代的落后局面,大干快上,在4G发展中取得了先机,但是中国电信和中国联通迅速跟进,展开了激烈的价格战,导致每家运营商用户的户均消费迅速下降。面对行业外微信、QQ对于语音短信的替代,行业内三家运营激烈的价格战,三家运营商都推出了基于流量经营的转型策略,从以语音经营为主,转向以流量经营为主,避免被管道化的风险,提高流量的价值,解决流量增长但是收入不增长的剪刀差问题。这是三家运营商转型发展的必由之路。在此背景下,本文针对以上急需解决的问题,以河北移动为对象,研究了河北移动流量经营的现状,通过对河北移动流量经营SWOT分析、发展环境的PEST分析,认为运营商将转型的目标集中在进行“流量经营”和营造“聚合平台”上,流量类似自来水,存在云管端三部分,移动不能仅做互联网的管道,而是要抓住移动互联网发展良机,通过开展“流量经营”,构建智能管道,向上构建应用的“聚合平台”,向下整合手机终端,做好“流量经营”,是关乎运营商生死存亡的问题,是掌控产业链的关键。最后根据这些问题分别从网络和IT策略、大数据策略、服务营销策略、云端策略、大连接策略等方面给出建议和参考。希望通过本文的研究,使河北移动能够明确发展策略和方向,发现发展中的问题,找到应对策略,不断巩固区域内的经营领先优势。
[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.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626

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