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论文编号：	1149
作者编号：	2220050813
上传时间：	2009/6/9 22:29:10
中文题目：	中国移动手机邮箱业务的营销项目
英文题目：	cmcc push email Marketing Proj
指导老师：	安利平
中文关键字：	3G 移动数据业务 营销项目管理
英文关键字：	3G Mobile Data Service Mar
中文摘要：	摘 要 2008年中国3G已经在部分奥运城市开始试商用。随着3G网络的逐步普及，基于3G网络的数据业务也开始有了重大的发展。基于移动通信与互联网的进一步融合，移动增值业务将会更加精细化，整体增值业务呈现出典型的双边市场概念。一边是面向企业级用户推出的移动通信服务，如手机广告、手机邮箱，收入主要来源于企业；一边是面向公众用户的个性化定制需求服务，如移动博客，手机IM，手机搜索等。移动通信与互联网融合的魅力在于满足了市场的要求，代表了移动增值业务发展的趋势。随着全球3G商用进程的不断加快，移动数据业务已经成为移动市场新的增长点。数据业务作为internet向mobile internet转化的产品，越来越受到移动通讯运营商的重视。本文通过对中国移动主推的手机邮箱这一典型数据业务进行项目化的需求分析与产品设计，力图为今后越来越多的数据业务发展提供一些分析的方法与依据。 本研究的目标为：结合中国移动主推的手机邮箱推广项目的独特性，研究并提出一套适用的数据业务推广项目的市场项目营销程序与方法，并进行评估，根据评估的结果对我国数据业务的项目营销的时间安排与具体实施提出建议。研究内容包括如下三个方面：第一，对评估程序与方法的研究，这一部分将从现有文献出发，对现有的评价程序与方法在数据业务推广项目的市场评估中的有效性进行分析，并进行改进，提出适合本项目的市场评估的程序与方法。第二，开展具体评估工作，根据研究所得出的程序与方法开展评估工作，对我国的数据业务推广项目的市场环境进行评估，并得出评估的结果。第三，提出建议，根据评估的结果，对数据业务推广项目的战略安排、实施计划及具体实施方案等提出建议，以便更好地完成我国数据业务推广项目。 本文通过项目管理的方法对产品的市场预测与产品做了比较详细的分析。通过对中国移动手机邮箱这一具体产品的分析，初步探讨了 。希望可以为今后移动数据业务的发展探讨出一定的有效分析方法。 关键词：3G 移动数据业务 营销项目管理
英文摘要：	Abstract In 2008, 3G service has been on its commercial trial in some Olympic cities. As 3G network is gradually popularized, the data service based on it has also begun to have great progress. Along with further integration of the Internet, mobile communications’ value-added services will become more refined, showing a typical concept of bilateral market. One side is for the introduction of enterprise-class users of mobile communications services, such as cell phone advertising and mobile mail, and the income comes mainly from the enterprise; another side is for the services of customization demand of public users, such as mobile blog, cell phone IM and search, etc. The charm of the integration lies in the fact that it meets market requirements and represents the development trend of mobile value-added services. With the global 3G business continued to speed up its process, mobile data services have become a new growth point of mobile market.Data service, as a product emerged in the transformation from internet to mobile internet, has drawn more and more attention from mobile communication operation business. The purpose of this thesis is to research and put forward a set of appropriate marketing procedures and methods for the project promotion of data service, and to assess them, then according to the results to make suggestions for the project marketing of data service in China on its time arrangement and specific implementation. The thesis includes three aspects. First, to put forward appropriate procedures and methods for market assessment. In this part, I will first analyze the effectiveness of the existing procedures and methods in the market assessment of data services’project promotion based on the existing literature,and then improve them. Second, to carry out specific assessment of the market enviroment of data services’project promotion in China, using the procedures and methods, and arrive at the results of the assessment. Third, to give suggestions. According to the results of evaluation, suggestions will be given for the project promotion of data service on its strategic arrangement, implementation plans and specific schemes, so that the project can be better popularized. This thesis aims to provide some analyzing methods and references for increasing data service, through analyzing the needs and designing the products for typical data service–mobile phone mail-box promoted by China Mobile. Key Words: 3G Mobile Data Service Marketing Project Management
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