辽宁移动互联网业务拓展对策研究
发布时间：2018-11-14 10:21
【摘要】：过去几年,电信业最令人瞩目的现象就是移动互联网的迅速创新和发展。以3G网络的大规模商用为标志,移动互联网时代已然全面开启。在将无线移动功能、互联网的连接功能以及智能移动终端的计算功能全面整合之后,移动互联网将成为人们生活必需的平台和工具。人们的生活方式、工作方式也将因此而改变。 由于起步较早,中国移动在通信领域曾经遥遥领先,但在互联网领域很少涉及。如何面对新的生态系统、新的商业模式、新的客户需求、新的服务模式等挑战,如何适应新的发展环境并角逐新的宝座成为了公司必须直面并亟待解决的问题。 中国移动已逐步展开自己的移动互联网产业布局,陆续成立了杭州手机阅读基地、四川无线音乐基地、上海视频基地、辽宁位置基地、湖南电子商务基地、广东南方基地、江苏游戏基地、福建手机动漫基地等八大基地。目前,中国移动的移动互联网业务已基本覆盖主流业务范围。 但与竞争对手相比、与世界先进水平相比,中国移动的移动互联网业务仍存在着很多不足。中国移动的移动互联网业务发展现状极不均衡。究其问题根源可以分为终端,内容和网络。另外,辽宁移动在内部管理、支撑系统、营销渠道等方面也存在着一定的问题,制约了移动互联网业务的拓展。 本文以市场营销理论、战略管理理论为基础,使用SWOT分析法研究辽宁移动的内外部环境,发现问题并给出解决方案,最终得出辽宁移动拓展移动互联网业务的相关对策。 在移动互联网时代,辽宁移动要利用自身优势把握机会,立足于环境变化找准自身定位,要扮演好智能通道提供者、平台运营整合者、业务内容提供者和信息精确分发探索者的角色。 在移动互联网产品开发设计方面,首先要通过与高端终端厂商合作、深度定制终端、提高中断品位和创新终端种类等手段解决终端问题。还要通过加快基地建设、深入打造统一的业务体验平台、精细梳理现有业务、提供集团信息化产品、收购中小型内容提供商等手段以解决业务内容问题。最后,要加快TD+WLAN模式建设,并倾力开发TD-LTE技术以解决网络问题。 在市场营销方面,要制定科学有效的合作策略以适应新环境;要采取竞争策略以把握机会取得领先;要合理利用品牌优势以抢夺市场;要充分解决营销渠道问题以提升用户体验;要合理定价,适当采用价格战以打击对手。 最后,辽宁移动需要提升内部管理和服务质量,以充分保证移动互联网业务拓展对策的实施,从而不断的拓展业务种类、提升用户感知、增加用户数量、扩大企业利润,最终成为移动互联网时代的赢家。
[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.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F626.11
本文编号：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.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F626.11
【引证文献】
相关硕士学位论文 前1条
1 齐鑫;移动互联网科普产品开发策略的研究[D];西北农林科技大学;2012年
，本文编号：2330898
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