中国3G盈利模式研究

论文编号:WHCY077 论文字数:14938,页数:16 附任务书,开题报告,外文翻译,文献综述

 摘要：2009年中国正式进入3G商用时代，中国的三家运营商纷纷开展3G业务，拓展市场争夺用户。面对前期网络建设和业务推广的巨大资本投入以及国外3G业务整体盈利状况不佳的情况下，中国的3G产业如何盈利是摆在中国的运营商和相关企业面前的重要问题。本文的主旨在于总结目前国际上3G运营的成功经验，并结合我国移动通讯市场和我国消费者的特点，为构建出适合我国运营商的盈利模式提出合理化建议。
 文章从3G的基本定义开始，介绍3G的相关概念和知识，简述了欧美、日韩等发达国家和地区以及中国目前3G业务发展的现状，对iPhone模式和i-mode模式进行总结和分析，以借鉴这两种模式当中成功的盈利方式。
 本文结合我国移动通讯市场环境和我国消费者特点，提出个性化定制与软件应用平台相结合的方式在对终端控制的同时充分满足不同用户的个性化需求，以及提出内容和软件应用商店与手机支付业务在为运营商带来收益的可能性。最后得出结论，运营商建立并且驾驭一条完善的3G产业价值链条和充分满足不同用户群体的独特需求是3G盈利的一个必要前提和保障。
    关键词：3G；盈利模式；运营商；产业价值链；个性化需求

 THE RESEARTCH ON THE 3G PROFIT MODEL OF CHINA
 Abstract：2009, China officially entered the era of 3G business, and China''s three operators have launched 3G services, expand the market competition for customers. In the face of the huge capital investments of the early network construction and business promotion and the poor profitability of overseas 3G business, how to make profit is an important issue for China’s 3G carriers and the related businesses to be solved. This paper proposes to summarize the successful experience on the of international 3G operators, combined with China''s mobile market and the characteristics of our consumers, and make reasonable suggestions for the construction for the profit model of our carriers.
 The article begun with the basic definition of 3G, introduced concepts and knowledge of 3G, sketched a brief account of Europe and the United States, Japan, Korea and other developed countries and regions and China''s current status of 3G business, analyzed the modes on the iPhone and i-mode learning the successful profit modes.
 This paper combined with the features of mobile telecommunications market in China and our consumer, brought forward the combination of personalized terminal customization and software application platform to control in the terminals and meet the individual needs of different users, and the possibility of application store and Mobile Payment  can make profit for the carriers. Finally concluded that carriers to build and manage a complete 3G industry value chain, and fully meet the unique needs of different user groups is a necessary premise and guarantee to make profit of 3G.
Keywords: 3G; profit model; carriers; industry value chain; individual needs

目  录
3G定义及相关概念………………………………………………………………1
2  3G业务全球发展现状……………………………………………………………1
     2.1 日韩3G业务发展现状……………………………………………………1
     2.2 欧美3G业务发展现状……………………………………………………2
     2.3 中国3G业务发展现状……………………………………………………2
3  欧美、日韩优秀3G盈利模式及研究分析………………………………………3
     3.1 iPhone模式………………………………………………………………3
     3.2 i模式………………………………………………………………………4
4  1G/2G与3G时代盈利模式比较分析……………………………………………6
 如何建立适合中国市场的3G盈利模式………………………………………7
 5.1补贴终端，个性化的深度定制与应用商店相合…………………………8
 5.2内容服务和软件应用平台………………………………………………9
 5.3手机支付…………………………………………………………………10
6 结语………………………………………………………………………………11
致谢…………………………………………………………………………………12
参考文献……………………………………………………………………………13