中国移动“服务易”无线广告平台及商业运营

发布时间：2018-06-19 22:23

本文选题：无线宽带接入 + 移动互联网　；参考：《华南理工大学》2015年硕士论文

【摘要】：社会的进步和信息技术的革新推动着移动互联网的快速发展。一方面，以智能手机、超微型笔记本电脑为代表的手持智能设备大量普及，，人们对移动上网覆盖范围、移动上网速率等要求不断提高。另一方面，各通信运营商先后建设了GPRS、CDMA、3G、4G等移动互联网络。但目前移动互联网上网速率有限且使用资费较高，民众难以广泛承受。因而移动互联网的发展现状还不能完全满足民众激增的移动上网需求，而WiFi宽带免费无线接入则能较好地解决移动互联网在资费和速率两方面的不足。但是无论是由企业、商家等自建局部WiFi热点，或由地方政府主导建设全市区WiFi热点，虽能满足手持智能设备的移动上网需求，但都面临着提供免费服务的同时建设及维护成本高昂的问题。如何解决无线宽带接入发展过程中服务免费与建设维护成本高昂之间的矛盾呢？中国移动广东公司佛山分公司提出的“服务易”无线广告平台方案较好地解决了这一矛盾。本文主要阐述了作者在公司两年半时间里实际参与管理的“服务易”无线广告平台项目的背景、原理、总体方案、运营准备、商业运营模式、商业运营案例等。本文首先说明了宽带以及无线宽带接入的重要意义与高速发展现状，指出了移动互联网在上网速率与资费方面的不足以及中国移动无线宽带业务发展的挑战与机遇。接着论述了“服务易”无线广告平台的功能需求与总体方案，在该方案中运营商独立或联合政府、各企业商家建设免费WiFi热点，民众享受免费WiFi的同时，接受有限度的广告植入及后续短信等营销推广，通过衍生的广告收入来支付免费WiFi热点的建设维护成本。其次呈现了“服务易”无线广告平台的商业运营筹备工作，包括商业运营团队组建、产品的软硬件供应商选定与采购、平台特色总结与宣传单张制作、商家资费标准制定和风险评估等。接着提出并分析了中国移动“服务易”无线广告平台商业运营的两种主要的不同模式，即“商家自营”模式和“委托他营”模式，并通过“保利西街”和“千灯湖”两个实际案例验证了“服务易”无线广告平台两种商业运营模式的可行性与商业价值。最后从企业内部、外部对该项目进行了阶段性报告。实际商业运营案例表明“服务易”无线广告平台可较好地解决了免费无线宽带发展过程中服务免费与建设维护成本高昂之间的矛盾，从而最终达到为民众提供免费而高质的无线宽带接入服务的目的。
[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.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TN929.5

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