| 3G(3rd Generation Mobile Communication System) is the focal problem which global telecommunications pay attention to. As an advanced telecom technology, 3G brings not only the evolution of technology and the rich of services, but also the changes of the structure of industries and the regulation of games further. The competition of the value chain of industries will gradually replace the traditional competition and become the focal point of the competition between telecom runners in 3G times. In the new historical condition, for China Mobile what strategy should adopt and which adjustment should carry out to gain predominance in the competition of 3G? This thesis analyses Monternet of China Mobile and further discusses the strategic choice of Monternet of China Mobile in 3G times mainly according to the theory of value chain and the practice at home and abroad.The thesis is divided into 3 parts:The first part summarizes the theory of value chain. This part describes and analyzes the value chain of mobile communication and the developing phases, connotation and appliance of the theory of value chain.The second part is the brief introduction of the running mode of telecom in 3G time. This part analyzes the integration of value chain of telecom runners at home and abroad and some basic characteristics of 3G briefly.The third part is about the strategic choice of Monternet. This part reviews the developing phases of Monternet and analyzes the value chain of Monternet, then applies the SWOT Theory to analyze the competing advantages and disadvantages, the facing opportunities and threat of Monternet in 3G circumstance, and puts forward suggestions of the strategic choice of Monternet in 3G times.The conclusion of this thesis is that the telecom runners should orientate precisely, base upon the mobile communication meshwork providers and telecom runners to intervene the cell phone terminal and the tache of the content/service appliance, to act as the collector and integrator; For the profit-gaining mode, telecom runners should learn from the running mode of Shopping Mall, adopt more flexible cooperation manner and value-cutting, develop broader inter-industry cooperation, enhance the introduction and conformity of the value chain further. Meantime, the telecom runners should control the entironment of the industry value chain by 3aspects, which are tache of the content/appliance; cooperation management and customized terminal to promote the industry value chain develop faster and healthier. |
