广州移动数据业务营销战略研究

华中科技大学硕士学位论文广州移动数据业务营销战略研究姓名：卢天果申请学位级别：硕士专业：工商管理指导教师：常亚平20080428I3GPEST·SWOTIIAbstractWiththeone-waychargingofmobilecommunicationscontinuedtoadvanceandtheeliminationofroamingcalls,thevoiceservicewillreducepricesunceasingly,andmobileoperatorswillbethefocusofincometothevoicedatatransfer.Atthesametime,thecompetitionofthecustomercommunityismoreintense,the3Gtimesoonarrives,aseriesofeventsimpelGuangzhouMobiletoponderhowtobundlecustomerdeeplyanddevelopnewcustomer,thedatatrafficwillbecomethefocalpointwhichtheoperatorscompete.Basedonsuchbackground,thispapertakesGuangzhouMobileastheobjectofstudy,exploresdatasevicedevelopmentstrategythoroughly.thispaperbrieflyintroducestheGuangzhouMobile’sbasicsituationaboutthepresentsituationandhistoricaldevelopmentandsoon,withthePESTmethodanalyzestheexternalenvironmentincludingthepolitics,theeconomy,thesocietyandthetechnicalenvironment,andanalyzestheindustrialenvironmentwhichGuangzhouMobilefacesusedtheMichaelPort’sfivestrengthmodel,thenanalyzestheinternalenvironmentfromthemarketing,humanresources,organizationalstructure,businesscultureandotheraspects.Next,withthehelpofSWOTmethod,thispapersummarizesthecompany'sownstrengthsandweaknesses,theopportunitiesandchallengesfacing.Afteracomprehensiveanalysisoftheimpactofvariousfactors,basedonthecompanystrategy——frommobilecommunicationexperttomobileinformationexpert,thispapergivesthestrategicobjectivesofGuangzhouMobiledatabusinessdevelopment:Increasethekeystrategicproductmarketing,realizethestrategicproductfastdeveloping;enhancetheincomeofdataservicesoperatingintotaloperatingrevenueasashareof,definesthestrategyprinciplesofdatabusinessdevelopment,andoffersthestrategicprogrammefromtheproduct,channels,price,promotion,supportandotherperspectives.Inshort,thispaperstudystheGuangzhouMobiledatabusinessdevelopmentstrategywiththeuseofstrategicmanagementtheory,aimmingtoidentifyfeasibledevelopmentstrategies.Keywordsmobilecommunications,databusiness,marketingstrategy111.1WAP200726.8200624.72.12007WAP200733.1%20062%0634.6%0758.2%3532.24%20064.97%[1]23G1.21.2.11.2.23G3G1.331.3.11231.3.2SWOT1-11-1SWOT422.1[2]SWOT2.1.11965·[3]————————[4]2.1.2,[5]1),,5,3[6]20,,,,1938,,,,,,1960,4,4,,,,2)1965,,,,1965,,,,,[7]19656[8]3)2080,,3198019851990,,,[9],,,5,5,,,[10]1990,,,[11],,,,,[12,13],,7,,4)21,,,,(StrategicInteractions),,,,[14],,,,,,2.282.2.1,3G2.2.292010102.2.31008610086V1001Flash10FlashSTKJAVA125802.32.3.1SWOT1)SWOT2080SWOTSWOT(Strength)(Weakness)(Opportunity)(Threats)[15]SWOT11(Strength)(Weakness)[16](Opportunity)(Threats)122SWOTSWOT[17]13SWOTSWOTSWOT(WT)WT()()WT(WO)WO()()WO(ST)ST()()ST(SO)SO14()()SO2-12-1SWOTStrengthWeakness(Opportunity)SOWOTheatreSTWT2.3.219805[18]2-12-1()15[19,20]2.3.3PEST1980PEST(Political)(Eeonomic)(Social)(Teehnological)PEST[21,23]11623[22]42.3.42-2172-270[24]123418[25,26]2.3.54P4P19644P(Product)(Price)(Promotion)(Place)[27,28,29]4P194P()4P1(Product)4P2(Price)()()4P3(Place)4P4(Promotion)203PEST3.13.1.11[30]200820102)WTO20071260070%1835213)[31]3.1.21)199820077.5%2007GDP11.9%GDP7.8%7.6%8.4%8.3%9.1%10.0%10.1%10.2%11.6%11.9%0.0%2.0%4.0%6.0%8.0%10.0%12.0%14.0%19981999200020012002200320042005200620073-1GDP2003200713%2006GDP11000GDP1225GDP35794116511661587051010002000300040005000600070008000200320042005200620073-25GDPGDP6.2%12ARPUGDP2)1865[32]3-120032004200520062007014%17.316.415.715.014.51564%73.274.074.675.275.765%9.59.69.79.89.870.2%10233.1.31)2007122.1[33]onlinesociety——+2)++FelicaNECLightHolder243.1.43G1)3G1985(1TU)(3G)3G203G200531443G(l37)3G18742G3G20083G53G(HSDPA)1P(IMS)(HSDPA)WCDMAR5WCDMA14Mb/sIMT20002Mb/s3G(/)()IPIMSIP3G2)SKYPEWIFI253.23.2.1200735.32%[34]12006220076255.9%SPSPMMS3WAP262007SP1043/480503.2.25[24]1[35]CPSPCPSP3-327[36]IVRWAPSPSMS48%2QQQQQQSKYPEGOOGLEAppleiPhoneiPhone311OviOviN-GageNokiaMapsWalkmanPlayNowMOTOMUSIC-MOTOMoto328[37]6351544500097545[37]69.81/OEM42953.33G103.3.110506050MMSWAP103082030ARPU3.3.1200711ee13.3.2200831150WillcomEIPTVVPN3.3.320082007G/CCCGSMCDMA2007101CDMA5CDMA323.3.42007IP3344.1198719952005211000100100[38]41/51/51/420042005200621.3%2319.9%22.4%22.8%22.3%22.1%21.3%21.7%0.0%5.0%10.0%15.0%20.0%25.0%2001200220032004200520062007e4-12007344.24.2.12007111510.91465.621.2200790%074.2.212007111080.2519.6205.7118.1GPRS426.5WAP192.6880.3GPRSGPRS020040060080010001200200501200503200505200507200509200511200601200603200605200607200609200611200701200703200705200707200709200711()GPRSWAP4-235GPRS9GPRS020000400006000080000100000120000200501200503200505200507200509200511200601200603200605200607200609200611200701200703200705200707200709200711GPRSG4-321135.8635.32%5.421.329.4135.8616.29.58.921.622.4512.718.717.10510152025303540200220032004200520062007114-4ARPUGPRS3696%4.34.3.1GPRS+4-1GPRS+GPRS10012580WAP2037KJAVA4.3.26-2//185%12%1300160000287%37%35078000379%28%880550004GPRS84%39%62085000587%121%4801100683%167%3708007183%4301700843%63%45310957%81%493201024%17%2101110027%15%16386-11GPRSGPRSGPRS2161510+123456798101139+33GCDMA3G4100100MDA6-3100GPRS4.3.3404-52007138118494-2ABC266212131418125814637524400737241720613151050313129119661