移动增值业务分析与营销策略..docxVIP

摘要最近几年，我国移动通信行业发展迅速，尤其是移动增值业务从简单的信息交流服务逐步转向满足用户个性化的娱乐需求。移动增值业务是电信业未来发展的重要趋势，也是运营商的重要利润来源。在 3G网络的强大技术支撑下，移动增值业务将迎来前所未有的发展机遇。本文通过理论联系实际的方法，结合国内外移动增值业务的发展情况，分析和研究了国内外移动增值业务发展的差别。本文首先阐明了选题的目的、意义和研究方法等问题。其次，对移动增值业务的定义、分类进行了简单阐述。然后，简单介绍国内外移动增值业务的发展状况，及对国内外发展状况的差异论述和分析，得出国内移动增值业务发展缓慢的原因。再次利用 PEST环境分析法、波特的五力竞争模型和 SWOT分析了我国移动增值业务的宏观环境、行业竞争环境以及影响移动增值业务发展的因素分析。最后，根据目前的状况提出了一些营销策略的建议。希望这些营销建议为我国移动增值业务的发展做一点贡献。【关键词】移动增值业务，PEST，SWOT，营销策略　3AbstractIn recent years, the Chinese mobile communication industry is developing rapidly. Especiallymobile value-added business from simple information exchange service gradually turned to meetuser personalized entertainment demand. Mobile telecom value-added service is an important trendfor future development, but also the important profit source operators. In 3G networks strongtechnical support, mobile value-added business will meet in an unprecedented opportunity fordevelopmentThis article through the theory with practice, the method of combining domestic and foreignmobile value-added business development situation, analyzes and studies the domestic and foreignmobile value-added business development difference. This paper firstly expounds expatiates thepurpose, significance and research methods. Secondly, make a simple elaboration of mobilevalue-added business definition, classification. Then, simple introduced the domestic and foreignmobile value-added business development status of developing situation at home and abroad, anddiscusses and analyses the differences between domestic mobile value-added services, it isconcluded that the slow development reason. Again use PEST environmental analysis, potters fivecompetitive forces competition model and the SWOT analysis in China mobile value-addedbusiness macro environment, industrial competition environment and influence factors of mobilevalue-added business development is analyzed. Finally, according to the current situation andproposed some suggestions of the marketing strategy. I hope these m