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论文编号：	3812
作者编号：	2120092560
上传时间：	2011/11/27 23:49:38
中文题目：	中国移动数据流量价值及其开放式运营平台提升策略研究
英文题目：	Research on China Mobile data traffic value and open operation platform promotion strategy
指导老师：	白长虹
中文关键字：	移动互联网，数据流量，客户价值，开放式运营平台
英文关键字：	mobile internet, data traffic, customer value, open operation platform
中文摘要：	随着信息通信技术的日新月异，移动互联网发展迅猛，已经成为竞争最激烈、创新最活跃、最具颠覆性的产业。作为电信行业领头军的中国移动，深刻感受到移动互联网带来的挑战，做好流量经营成为中国移动发展的不二选择。而数据流量价值的提升是当前亟待解决的主要问题，包括两个方面：一方面是均衡流量、经营收入、成本之间的关系，提高数据流量客户价值；另一方面加快企业自身转型，不再简单地做数据流量的传输管道，而是提供内容、应用等附加服务，实现价值的新一轮增长。本文以客户价值理论和开放式创新理论为基础，结合中国移动实际，给出数据流量客户价值提升策略和数据流量的开放式运营平台提升策略，用于指导流量经营工作。文章分成以下几个部分进行阐述：首先，介绍了本文研究的背景，即移动互联网给电信运营商带来了挑战和问题，提出目前对于中国移动来说亟待解决的主要问题是流量经营，提升流量价值。其次，通过客户价值理论和开放式创新相关理论回顾，为本文观点的阐述奠定厚实的基础。再次，文章从客户为企业创造的价值角度，从当前价值和潜在价值两个层面，结合中国移动数据流量的收入贡献、成本占用、发展潜力等实际因素，提出中国移动数据流量客户价值评价指标体系模型，以模型为框架，总结当前数据流量客户价值的现状和问题。从数据流量客户价值的再创新角度，提出一系列应对措施和实施建议。最后，文章介绍了移动互联网发展趋势，分析了移动互联网对传统电信业务的冲击，总结了中国移动管道化运营的问题。明确中国移动要通过管道价值的提升来拉动数据流量价值提升，从管道运营向开放式平台运营转型，提出发展策略，并以中国移动应用商城为例说明开放式运营平台建设实施的重点和效果。
英文摘要：	With the development of information and communication technology, the mobile internet market is flourishing and has become the most competitive, innovative and active industry. China Mobile, the leading telecom operator in China, is facing data traffic challenge that mobile internet brings. Sound management and effective operational approaches are needed to improve the mobile internet-access data traffic value, including two aspects. One is to improve customer value and balance the relation among data usage volume, income and cost. The other is to enhance the company’s value by providing additional services through open operation platform, so that China Mobile will not only serve as the transmission channel for data traffic. Theories of customer value and open innovation are the basis of this paper. Data traffic value and open operation platform promotion strategies are given for China Mobile after researching and analyzing the actual situation. The paper is divided into following parts: Firstly, give a brief introduction of the research background and research issue. As mobile internet brings more challenges, the main problem China Mobile faces is to manage data traffic well and enhance its value. Secondly, review the theories of customer value and open innovation; use them as the theory basis for this paper’s opinion. After that, research on China Mobile data traffic customer value from the company’s point of view, establish the evaluation index system which focuses on current customer value and potential customer value from the main factors of revenue contribution, cost occupation, potential development. Here the evaluation index system is used to analyze current problems, series of measures and implement recommendations are proposed according to it. Finally, introduce the growth trend of mobile internet and its impact on traditional telecommunication industry; summarize China Mobile’s operation problems while only being the transmission channel for data. Suggest that China Mobile should establish open operation platform to make transformation and to enhance the value of the data traffic. Put forward development strategies, and use China Mobile Market as an example of open operation platform.
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