【作者】 朱莹；

【导师】 郑文；

【作者基本信息】 东北大学 ， 企业管理， 2008， 硕士

【摘要】 近几年,中国移动电信行业的用户已突破四亿,移动基础的语音业务增长态势趋于平缓,而移动数据业务收入增长水平超过了其他电信业务的增长水平,带动了移动电信行业新的利润增长点。起步较基础业务晚的数据业务,在过去几年的发展中取得了惊人的成绩,但其中仍然存在很多潜在的不足。从目前的发展现状来看,制约移动数据业务发展的主要因素是数据业务的应用开发与客户需求不完全一致,各类运营商之间没有形成“共赢”的盈利模式,终端的手机产品没能与业务很好的匹配。移动数据业务是由多种类型企业组成的业务价值链,它的繁荣和发展需要整个价值链的完美整合。本文在国内外移动电信数据业务价值链理论学者研究基础上,通过对移动电信数据业务价值链的研究,综合了层次分析法和灰色关联分析的优势,以层次分析法和灰色关联分析相结合的层次—灰色关联分析来构建移动电信数据业务的评价方法。首先依据层次分析法的原理构建出了我国移动电信数据业务价值链的评价指标,然后在指标确定原则的规范性下,将评价指标进行修正。最终确定5个二级指标,12个三级指标,并确定各指标的权重。接下来将层次分析法中得到的各指标的权重值应用到灰色关联分析的计算中,得到各业务价值链的评价值。最后对本文构建的评价方法进行算例应用分析。得到的结果很好地反映了当前移动数据业务以技术为导向,以用户为出发点的特性。本论文所提出的评价方法在实践中对移动电信数据业务价值链的选择具有一定的参考决策价值。更多还原

【Abstract】 During the last several years, the consumers of mobile telecommunication industry in China has became over 400 millions. The increasing of mobile basal voice services has been becoming more and more slowly. The increasing level of mobile digital services is beyond the increasing level of other telecommunication services, that brought along the new increasing point of profit in mobile telecommunication industry. In the last few years, the digital services which appeared later than basal services, developed at an absolutely fast speed. However, there are also a few of potential disadvantages in the developing of digital service. According to the actual developing situation, the main facts which restrict the developing of mobile digital services are that the exploiture of the digital services doesn’t match the demand of consumers, and the model of all kinds of operation enterprise payoff together doesn’t be engendered, and the terminal mobile phone doesn’t match the digital service very well. The mobile digital services actually is a value chain which is made up of many kinds of enterprises, its booming and development need a perfect conformity of the whole chain.The paper based on concluding domestic and foreign scholars’ research results of mobile telecommunication digital service, via the research of mobile digital services on value chain, integrate the advantages of AHP and Gray Relation Extend Evaluation, construct the evaluation method of mobile digital services on value chain in China with combination of AHP and Gray Relation Extend Evaluation. firstly, according to AHP, construct the evaluation index method of mobile digital services on value chain, divided the key impact factors of mobile digital services value chain into five second-level indexes and twelve third-level indexes, and then identified weight and overall weight of all single-level indexes in evaluation method. At last, using the weights we got from the AHP into the Gray Relation Extend Evaluation, we got the value result.Finally, analysed the application of the valuation method. The results have been very good to reflect on the current mobile data services to technology-oriented, user-oriented features. In this paper, the proposed evaluation method in the practice of mobile data telecommunications business value chain of choice has some reference value of the decision-making.更多还原