Promoting The Traffic And Revenues Of Telecom Operators Based On Mobile Communication Network

Under the background of mobile Internet, the market environment faced by telecom operators has changed fundamentally, and the bussiness has shifted from the voice service to the mobile traffic service. With the rapid development of 4G mobile communication technology and OTT(Over the top) business, the revenues growth of the traditional voice and SMS business is gradually shrinking, the mobile traffic has become an important growth point of operators' revenue, the traffic operation has become the the focus of telecom operators' development strategy. However,mobile traffic surge has gradually make telecom enterprises become a "data pipeline",not only bringing more revenues, but has brought “increased traffic without increased profit" problem. At present, for this problem the domestic and foreign scholars' analysis the "increased traffic without increased profit" problem through the customer value, industry chain and business model at flank, lacking quantitative research and theoretical analysis of direct factors, include traffic pricing, traffic demand, traffic operation strategy, comparison analysis and quantitative calculation.Therefore, this dissatation is based on the domestic and foreign telecom operators' current situation of traffic operation, the definition of elements, the development model, the key analysis model and other related theories and methods. To solve the "increased traffic without increased profit" problems as the starting point, based on the perspective of enterprise,user, and market, study the traffic pricing, traffic demand prometon, the comparison and selection of traffic operation strategy. During the traffic operation get the key factors to promote the traffic and revenue of telecom operators, aimed to clarify the inner-mechanism of the “increased traffic without increased profit" problem by the traffic pricing, traffic demand and traffic operation strategy, and put forward the countermeasures to solve the problem, propose a set of theory and strategy including traffic peaking-pricing, traffic demand guidance and differentiation traffic operation strategy. To develop and improve the theory system of traffic operation,promote telecom operators' traffic and revenue. Enhance the market competitiveness of telecom operators in the mobile internet era, it has theoretical value and practical significance.This dissatation mainly research on the following aspects:(1) based on the actual situation of traffic operation, analyzes the main factors that lead to the "increased traffic without increased profit" problem, and puts forward the analytical framework of the research. (2) Based on the perspective of enterprises, through the study of "electric power industry peak-pricing" theory. Take the "peak probability" and "time weight" two factors into traffic pricing and establish the traffic peaking-pricing model,has been achieved the factors to affect traffic pricing and calculation method for the maximization utilization of traffic and network resource. (3)Based on the perspective of the market, for collecting data of mobile business market, the traffic price and the users' behavior, through literature research, questionnaire survey, expert interviews, systematic sampling.Through the selection and measurement of user behavior factors establish correlation model between mobile user behavior and traffic demand.Through regression analysis achieve the user behavior of influencing the traffic demand. (4) Based on the perspective of the market, the telecom operators traffic operation markt is a typical two-side market, beside to consider the traffic pricing and user behavior impact to the traffic demand,also need to consider the influence to the promotion of traffic and revenue after the internet content provider(ICP) engageing in the two-side market.So this dissatation based on the traffic operation two-side market take the telecom enteprise as the platform to build the "users—telecom operators——internet content providers" two-side market model, to analysis and compare the revenue and influence factor of three types of traffic operation strategy.Put forward the traffic operation strategy that accord with the interests of telecom operators and conducive to the improvement of social welfare.The main innovation of this dissertation is as follows:(1) Based on the perspective of enterprises, through the study of“electric power industry peak-pricing" theory. Take the "peak probability"and "time weight" two factors into traffic pricing and establish the traffic peaking-pricing model. According to the necessity of additional investment,the peak number, peak probability, peak demand independence and time weight, set up different types of single-peak and multi-peak model, and puts forward the calculation method and factors affecting the traffic pricing based on peak-pricing theory.(2) Through the study on mobile Internet user behavior, analysis the main components of mobile internet user behavior, and using the analytic hierarchy process method build user behavior—traffic correlation model,To determine the influence of different user behavior factors to the traffic demand, and provide a scientific basis for to clarified the relationship between user behavior and traffic demand, enhance the user traffic demand promotion strategy.(3) The two-side market theory is applied to the study of traffic operation strategy, and based on the traffic operation two-side market take the telecom enteprise as the platform to build the "users — telecom operators—internet content providers" two-side market model, analyzes unconstrained traffic operation strategy, differentiation operation strategy,and neutral network operation strategy, established mathematical analysis models.Put forword the influencing factors of enterprise benefits and social welfare under different network externality. At last compared the enterprise benefits and social welfare of different operation strategy.