文档介绍：南京邮电大学
硕士学位论文
中国移动个人市场增值业务发展策略研究
姓名:马悦
申请学位级别:硕士
专业:企业管理
指导教师:郑惠莉
2011-03
南京邮电大学硕士学位论文摘要
摘要
随着通信技术的发展和传统话音业务趋于饱和,增值业务逐渐成为运营商业务收入的增
长点。尽管 08 年电信重组后,中国移动已经成为全业务运营商,但宽带和固网还没有发展成
熟,移动通信网仍然是其主要网络资源,客户群仍然以个人用户为主。而个人用户需求多元
化和个性化的特征逐渐明显,对增值业务的发展也提出了新的要求。因此,研究个人市场增
值业务的发展对中国移动具有重大的战略意义。
论文首先从用户需求角度出发,对个人市场、个人市场增值业务的概念和特征进行了清
晰的界定,并基于价值链和价值网络、双边市场、创新等理论,从市场、业务、竞争力、商
业模式等方面,对中国移动个人市场增值业务的现状进行分析,指出其发展过程中存在的问
题,以及导致问题的根本原因是传统业务发展的模式不再适合新兴的业务环境,进一步通过
分析个人市场增值业务的发展同创新的关系,指出创新是中国移动个人市场增值业务发展重
要手段。
论文结合个人市场增值业务移动性、个性化、一站式三大特点,指出其业务特性对应的
三大业务创新发展方向:移动互联网、大规模定制、多维度融合。进一步结合现状和问题分
析,指出个人市场增值业务发展的两大创新维度:业务模式平台化和业务范围终端化。
最后,论文基于创新理论,从技术创新和业务创新、商业模式创新、管理创新和制度创
新三个层面提出个人市场增值业务创新发展的具体策略,以期对中国移动开展个人市场增值
业务提供一定的参考性建议。
关键词:个人市场;增值业务;双边市场;创新;发展策略
I
南京邮电大学硕士学位论文 Abstract
Abstract
With the rapid development munication technology as well as the maturity of traditional
voice service, the value-added service gradually became a new profit growth engine for
operators. Although China mobile has been the entire service operator after the anization of
China industry in 2008, the broadband and the work have not developed well. The
work and individual users have still been the main resources. Features of individual
users’ demands diversified and personalized, putting forward to new requirements. Therefore, it is
significant to research the value-added service of China Mobile on individual market.
Firstly, according to the demands of users, this paper analyzes all the concepts of individuals,
the market and the value-added service, and then clearly gives the concepts and characteristics of
the individual market and the value-added service on the individual market. Then based on many
theories such as the value chain and the work, two-sided market and the innovation, this
paper analyzes the situation of China mobile value-added service on the individual market ,futherly
points out the problems of the process and the