中国移动WLAN业务建设和运营研究
摘要
2011年中国移动、中国联通、中国电信分别运行TD-SCDMA、WCDMA、CDMA2000三种制式的3G网络进入了第三个年度,和全球电信行业一样,中国的电信业开始进入一个新的周期。从3G运营以来,三家运营商不停的向公众推出新的消费和新的概念,快速发展的终端产品和无处不在的移动网络加大了客户对高速、高质量移动数据业务的需求。从2011年3月三家电信运营商发布的年报看,中国电信业的竞争格局正在悄然发生变化,尤其是在3G市场,即便只看业绩,中国移动已经没有明显的领先优势。
2011年是十二五开局之年。工业和信息化部将新一代移动通信、下一代互联网、三网融合、物联网、云计算、高端服务器和信息服务等作为新一代信息技术产业重点发展内容,正是在这种背景下,中国移动、中国联通、中国电信三家运营商已经开始着手提升各自网络的移动数据接入能力,中国移动在加快推进TD-LTE的同时提出了TD-SCDMA+WLAN的战略,中国电信提出了CDMA2000+WLAN的战略,中国联通也在积极推进WLAN的热点建设。由于中国移动主导的TD-SCDMA网络在技术和产品上仍需完善,中国移动更加急迫的加强WLAN网络的建设,以弥补在移动数据接入方面的不足,WLAN业务建设运营的成败对中国移动尤为重要。
本文以电信体制改革后的3G市场为背景,对国内电信业的经营环境进行了分析,讨论了新形势下中国移动的发展策略,对WLAN技术和当前WLAN业务情况进行了介绍。本文以战略管理学、营销学理论为基础,通过调查研究、业内交流、访谈等多种渠道获得第一手的数据和资料,运用PEST分析、波特五力模型分析、SWOT分析等理论工具,对中国移动WLAN业务的战略定位和实施进行了多方位的分析研究。最后提出了中国移动WLAN业务建设和运营的实施建议。
2011, China mobile, China unicom, China telecom running respectively TD-SCDMA, WCDMA, CDMA2000 three formats 3G network into the third year, well China telecom began as entered a new cycle as the same as the global telecoms industry. Since 3G operations from the three operators to keep new spending and new public concept, rapid development of end products and the ubiquity of mobile network increased customers on the high speed, high quality mobile data service needs. From March 2011 released three telecom operators, China telecom annual look at the competition pattern are quietly changing, especially on the 3G market, even if only see performance, China mobile has no obvious advantage.
The 2011 is the first year of 12th five year plan. Industry and information department new generation mobile, the next generation of the Internet, three nets fusion, content online, cloud computing, high-end server and information services as a new generation of information technology industry key development content, it is in this backdrop, China mobile, China unicom, China telecom three operators had already begun enhance both network mobile data access ability, China mobile in accelerating TD-LTE also proposed TD-SCDMA+WLAN strategy, China telecom CDMA2000+ WLAN proposed the strategy, China unicom also positively to advance in the WLAN hotspots construction. Because China mobile leading TD-SCDMA network in technology and products, still need to improve on the strengthening of China mobile WLAN more urgent to compensate for the network construction in mobile data access insufficiency of WLAN construction and operation of the success or failure of the business of China mobile particularly important.
Taking telecom system reform for the 3G market after the telecommunications industry to domestic background, business environment is analysed and discussed the new situation of China mobile's development strategy of WLAN technology, and the current situation of business WLAN were introduced. Based on strategic management, marketing theory as a foundation, through the investigation and study, the exchange, interviews, and other channels obtain first-hand data and material, using PEST analysis, potter five competitive forces model analysis, SWOT analysis theory tools for China mobile, WLAN business strategic positioning and implement it all-round analysis research. And finally puts forward some business of China mobile WLAN construction and operation of implementation suggestion.
2011年是十二五开局之年。工业和信息化部将新一代移动通信、下一代互联网、三网融合、物联网、云计算、高端服务器和信息服务等作为新一代信息技术产业重点发展内容,正是在这种背景下,中国移动、中国联通、中国电信三家运营商已经开始着手提升各自网络的移动数据接入能力,中国移动在加快推进TD-LTE的同时提出了TD-SCDMA+WLAN的战略,中国电信提出了CDMA2000+WLAN的战略,中国联通也在积极推进WLAN的热点建设。由于中国移动主导的TD-SCDMA网络在技术和产品上仍需完善,中国移动更加急迫的加强WLAN网络的建设,以弥补在移动数据接入方面的不足,WLAN业务建设运营的成败对中国移动尤为重要。
本文以电信体制改革后的3G市场为背景,对国内电信业的经营环境进行了分析,讨论了新形势下中国移动的发展策略,对WLAN技术和当前WLAN业务情况进行了介绍。本文以战略管理学、营销学理论为基础,通过调查研究、业内交流、访谈等多种渠道获得第一手的数据和资料,运用PEST分析、波特五力模型分析、SWOT分析等理论工具,对中国移动WLAN业务的战略定位和实施进行了多方位的分析研究。最后提出了中国移动WLAN业务建设和运营的实施建议。
2011, China mobile, China unicom, China telecom running respectively TD-SCDMA, WCDMA, CDMA2000 three formats 3G network into the third year, well China telecom began as entered a new cycle as the same as the global telecoms industry. Since 3G operations from the three operators to keep new spending and new public concept, rapid development of end products and the ubiquity of mobile network increased customers on the high speed, high quality mobile data service needs. From March 2011 released three telecom operators, China telecom annual look at the competition pattern are quietly changing, especially on the 3G market, even if only see performance, China mobile has no obvious advantage.
The 2011 is the first year of 12th five year plan. Industry and information department new generation mobile, the next generation of the Internet, three nets fusion, content online, cloud computing, high-end server and information services as a new generation of information technology industry key development content, it is in this backdrop, China mobile, China unicom, China telecom three operators had already begun enhance both network mobile data access ability, China mobile in accelerating TD-LTE also proposed TD-SCDMA+WLAN strategy, China telecom CDMA2000+ WLAN proposed the strategy, China unicom also positively to advance in the WLAN hotspots construction. Because China mobile leading TD-SCDMA network in technology and products, still need to improve on the strengthening of China mobile WLAN more urgent to compensate for the network construction in mobile data access insufficiency of WLAN construction and operation of the success or failure of the business of China mobile particularly important.
Taking telecom system reform for the 3G market after the telecommunications industry to domestic background, business environment is analysed and discussed the new situation of China mobile's development strategy of WLAN technology, and the current situation of business WLAN were introduced. Based on strategic management, marketing theory as a foundation, through the investigation and study, the exchange, interviews, and other channels obtain first-hand data and material, using PEST analysis, potter five competitive forces model analysis, SWOT analysis theory tools for China mobile, WLAN business strategic positioning and implement it all-round analysis research. And finally puts forward some business of China mobile WLAN construction and operation of implementation suggestion.
引文
1. [美]菲利普·科特勒,洪瑞云,梁绍明,陈振忠著；梅清豪译；《市场营销管理亚洲版第二版》；中国人民大学出版社；2001年2月
2.迈克尔·波特著；《竞争战略》；华夏出版社；1997年版
3.中国移动2010年年报
4.中国联通2010年年报
5.中国电信2010年年报
6.王进新著；《全球证券研究报告·中国电信业行业报告》；瑞银证券亚洲有限公司；2011
7. 《中国互联网络发展状况统计报告》；中国互联网络信息中心；2011年1月
8. 《互联网交换中心网间结算办法》(信部电[2007]557号)
9.马立威等著；《基于SWOT分析的中国移动全业务运营竞争战略探讨》；《福建电脑》2009年1期
10.刘乃安著；《无线局域网(WLAN)原理技术与应用》；西安电子科技大学出版社；2004
11.王涌泉著；《Wi-Fi无线城域网：3G的有益补充》；《通信世界》2008年17期
12.金纯著；《IEEE 802.11无线局域网》；电子工业出版社；2004
13.郭仕刚,狄强著；《WLAN的标准与发展》；杭州电子科技大学学报
14.《中国移动无线局域网(WLAN)业务规范V5.0.0》中国移动集团内部资料
15.中国移动通信集团公司WLAN工作会议材料
16.移动Labs《中国移动研究院》；http://labs.chinamobile.com中国移动WLAN业务建设和运营研究
2.迈克尔·波特著；《竞争战略》；华夏出版社；1997年版
3.中国移动2010年年报
4.中国联通2010年年报
5.中国电信2010年年报
6.王进新著；《全球证券研究报告·中国电信业行业报告》；瑞银证券亚洲有限公司；2011
7. 《中国互联网络发展状况统计报告》；中国互联网络信息中心；2011年1月
8. 《互联网交换中心网间结算办法》(信部电[2007]557号)
9.马立威等著；《基于SWOT分析的中国移动全业务运营竞争战略探讨》；《福建电脑》2009年1期
10.刘乃安著；《无线局域网(WLAN)原理技术与应用》；西安电子科技大学出版社；2004
11.王涌泉著；《Wi-Fi无线城域网：3G的有益补充》；《通信世界》2008年17期
12.金纯著；《IEEE 802.11无线局域网》；电子工业出版社；2004
13.郭仕刚,狄强著；《WLAN的标准与发展》；杭州电子科技大学学报
14.《中国移动无线局域网(WLAN)业务规范V5.0.0》中国移动集团内部资料
15.中国移动通信集团公司WLAN工作会议材料
16.移动Labs《中国移动研究院》；http://labs.chinamobile.com中国移动WLAN业务建设和运营研究