【作者】 米雪山；

【导师】 曾剑秋；

【作者基本信息】 北京邮电大学 ， 工商管理， 2008， 硕士

【摘要】 随着人们生活水平的日益提高,对生活的各方面要求也更加丰富多彩,这种趋势同样也反映在移动通讯终端的使用上。同时,技术的发展也使这些需求有了实现的平台。目前来看,传统的移动语音业务已经远远不能满足移动运营商在未来发展中的业务需求,如何更好利用自身资源在未来的发展中寻找新的业务增长点,开拓新的市场空间,是对移动运营商来说是一个迫切而具有现实意义的课题。移动增值业务已经在移动运营商的业务市场比例中越来越大,根据国内外运营商发展的经验来看,将在移动运营商的未来发展中占有更重要地位。所以研究移动增值业务未来的发展,对移动运营商来说具有非常重要的意义。本文通过运用管理学,市场营销,战略管理等方面的知识,从不同的角度和层次对移动增值服务中的移动语音增值业务的发展进行分析与研究。首先,论文对移动语音增值业务发展进行了综述和分析,使我们对移动语音增值业务和其发展有一个全面的了解,并对其多方面进行了分析研究。然后,通过国内外移动语音增值业务的相关资料与数据进行归纳总结,对移动语音增值业务发展趋势做出预测。最后,从移动语音增值业务领域竞争环境分析入手,运用SWOT分析法、PEST分析法和五力分析法等多种手段,分析竞争环境,确定核心竞争能力和竞争关键因素,对移动语音增值业务的发展前景做出判断,并提出了一些创新的业务内容与模式。本论文主要着眼于针对移动语音增值业务的特点,通过移动语音增值业务发展的研究分析,对移动语音增值业务未来的发展有更全面客观的认识,这对于移动运营商在未来如何规划增值业务的发展具有现实的参考意义。更多还原

【Abstract】 Along with the improvement of people’s life condition, the requirement of life become more rich and colorful. This tide the same as for the use of mobile phone application. At the same time, development of technology make the requirement come true become possible. Today, traditional mobile voice increment operation is not match the requirement of future development of mobile company. So, the very important problem for mobile company is that how to find out new operation and invent new market in the future by resource used.According to the experience of overseas and native mobile company, mobile increment operation will be more important in the future of mobile company development. So , research of future development of mobile increment operation is very concernful for the mobile company. The thesis all-side analyze and research the development of mobile voice increment operation by knowledge of management, market, stratagem management,etc .First, the thesis describe the conception of mobile voice increment operation and analyse the course of mobile voice increment operation development.Second, the thesis collect a mass of data and literature about mobile voice increment operation, and going deep into analyse all of the data, and forecast the tide of mobile voice increment operation development.Last, combining mobile voice increment operation’s characteristic, the thesis all-side analyze the future market of mobile voice increment operation, being used analytical method of SWOT, PEST, 5W1H and WU-LI. through the research, thesis designed and programmed several typical operation model.更多还原