中國3G盈利模式研究

文化產業管理論文編號:WHCY077 論文字數:14938,頁數:16 附任務書,開題報告,外文翻譯,文獻綜述

 目  錄
3G定義及相關概念………………………………………………………………1
2  3G業務全球發展現狀……………………………………………………………1
     2.1 日韓3G業務發展現狀……………………………………………………1
     2.2 歐美3G業務發展現狀……………………………………………………2
     2.3 中國3G業務發展現狀……………………………………………………2
3  歐美、日韓優秀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與3G時代盈利模式比較分析……………………………………………6
 如何建立適合中國市場的3G盈利模式………………………………………7
 5.1補貼終端，個性化的深度定制與應用商店相合…………………………8
 5.2內容服務和軟件應用平臺………………………………………………9
 5.3手機支付…………………………………………………………………10
6 結語………………………………………………………………………………11
致謝…………………………………………………………………………………12
參考文獻……………………………………………………………………………13

摘要：2009年中國正式進入3G商用時代，中國的三家運營商紛紛開展3G業務，拓展市場爭奪用戶。面對前期網絡建設和業務推廣的巨大資本投入以及國外3G業務整體盈利狀況不佳的情況下，中國的3G產業如何盈利是擺在中國的運營商和相關企業面前的重要問題。本文的主旨在于總結目前國際上3G運營的成功經驗，并結合我國移動通訊市場和我國消費者的特點，為構建出適合我國運營商的盈利模式提出合理化建議。
 文章從3G的基本定義開始，介紹3G的相關概念和知識，簡述了歐美、日韓等發達國家和地區以及中國目前3G業務發展的現狀，對iPhone模式和i-mode模式進行總結和分析，以借鑒這兩種模式當中成功的盈利方式。
 本文結合我國移動通訊市場環境和我國消費者特點，提出個性化定制與軟件應用平臺相結合的方式在對終端控制的同時充分滿足不同用戶的個性化需求，以及提出內容和軟件應用商店與手機支付業務在為運營商帶來收益的可能性。最后得出結論，運營商建立并且駕馭一條完善的3G產業價值鏈條和充分滿足不同用戶群體的獨特需求是3G盈利的一個必要前提和保障。
    關鍵詞：3G；盈利模式；運營商；產業價值鏈；個性化需求

 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