The Research On The Strategies And Solutions For The 3G Services Development Of CNC In Beijing

3G is the abbreviation for the 3rd generation mobile communication system, comparing with 2G, the 2nd generation (digital) mobile communication system. The 3rd generation mobile communication system aims to build a global mobile integrated service digital network, providing multiple voice and non-voice services, as compatible and high-quality as that provides by the fixed-line telecom network . Up to June 2007, the users of WCDMA are accumulated to 127 million, the users of CDMA 20001x to 290 million, and the users of CDMA20001xEv-DO to 69.3 million. Among them the European market of 3G services is ready to act, the market of Japan and South Korea is boosting. Totally speaking the global market of 3G services is keeping its steady growth. The development situations of 3G services in the whole world should provide precious experiences for the development of 3G services in China.With the disequilibrium of the telecommunications competition patterns, the development of the new technology and the diversion and replacement of voice in the mobile telecommunications, the managing risk of the traditional telecommunication operators of the fixed-line telecom network would increase. Confronted with the predicament of the continual shrinkage of the market, the slowing down of the income growth and the decline in the economic benefits, the traditional telecommunication operators need to speed up the process of the services integrations and to transform into a supplier for comprehensive information services. For the traditional operators, it is more and more obvious that network, services and market are integrated more tightly. Single service has lost its advantages and only the package of services and the integrated services could have the competitive power. However the operators can do nothing on the division of services at present. To accomplish the goal of providing the real comprehensive information services, it needs to break through the limitation of the policy on the division of services. For the operators of the fixed-line telecom network, the only way out of the predicament is to acquire the license plate for 3G services and to provide full services.For all these reasons, this thesis, titled as The Research of the Strategies and Solutions for the 3G Services Development of CNC in Beijing, is a systematic and comprehensive analysis and statement for this field of study. The basic ideas and methods are as follows:1st step: make market surveys and collect relevant materials, and find out the effects of 3G services on the users and the operators;2nd step: analyze the difficulties and challenges of the operators of the fixed-line telecom network and clarify the direction of the development of 3G services; 3rd step : analyze the marketing environment of the mobile telecommunications in Beijing, find out the main influencing factors for the development of the mobile telecommunications services, and lay the foundation for the forecasting and the orientation for the services;4th step: use the SWOT to analyze 3G services in CNC in Beijing, evaluate its own strengths and weaknesses, its opportunities and threats, and lay the foundation for the formulation of strategies and solutions through the SWOT analysis;5th step: forecast the situations of the services of mobile telecommunications in Beijing under Rayleigh Distribution, and predict the users of 3G services, the market share and the service income;6th step : use the TOWS analysis to propose the strategies and solutions for the development of the 3G services in CNC in Beijing, including the principles for the service development, the orientation of the services, the goal and the strategies of the services;7th step: put forward some suggestions for the service provision, and analyze relevant cases;8th step: summarize the above researches and analyses, and make some conclusive suggestions.Through the analysis of the marketing environment of 3G services in Beijing, its strengths and weaknesses, its opportunities and threats, this thesis suggests that the basic orientation of the development of 3G services in CNC in Beijing should be like this: CNC in Beijing should develop 3G services, come into full-service operation, take fully the advantages of the fixed-line telecom network, create a new service growing point, and realize the enterprise strategic transformation. The basic principles for the development of 3G services are grasping the opportunities, developing its own advantages, promoting its development positively, and gaining the market by its comprehensive services. CNC should insist on the idea of"do-something, not-to-do-something", develop services selectively, innovate the service model, create the service brand, and compete with unique features and differentiations; it should cooperate with other relevant enterprises to form an industrial chain, establish a commercial model and enjoy the managerial achievements all together.Based on the presumption that it would acquire the license plate for 3G services in 2008, and that it would develop clients by the end of 2008, this thesis predict the service development for CNC in Beijing in the next 5 year, proposing that the developing target of the users of 3G services by 2013 could be 3.63 million, with the market share of 19% and the anticipated revenue of 3.3 billion. For the target of the development of 3G services, at first, CNC should guarantee to provide traditional mobile voice services and voice value-added services in a good way in order to ensure the income; secondly it should provide most of the data services for the present 2G services to keep its equal competitiveness with the present mobile telecommunications operators; thirdly based on the cost-income analysis, it should provide some unique services of 3G, such as high speed internet access technology, video/voice technology and etc., as to enhance its competitiveness. Through the analysis of the SWOT and the service forecasting, this thesis provides the general strategies for the development of 3G services in CNC in Beijing, that is, the innovative development strategies. To be specifically, it should seize the opportunity of development of 3G services, encourage the innovations of enterprises, services, techniques and administrations to create the operation model for the telecom operators. The traditional telecom operators should be transformed into the suppliers of the comprehensive information services, thus increasing values for the users. On this basis, according to the actual situations in CNC in Beijing, this thesis proposes six specific strategies, including the strategy of positive development, the strategy of selective development, the strategy of innovative development, the strategy of cooperative development, the strategy of service marketing, and the strategy of network construction. Through this analysis of these strategies, in this thesis the author emphasizes that CNC in Beijing, as an operator of fixed-line telecom network, should improve the subdivision of the market for 3G services in time, combined with its own internal resources and capabilities, according to the changing marketing environment. By grasping the opportunities and developing positively, CNC should develop the services selectively, identify target users, evade the risk of competition effectively and minimize its own weaknesses. By extensive cooperation and the establishment of the full-service industrial chain, CNC will build up an all-win alliance, and accomplish the strategic goals by the innovations in the enterprise. In the process of service expansion of 3G, it should strengthen the service innovations, intensify the effects of the combination of the PHS (Personal Handle System), the fixed-line telecom network, and 3G, and take the advantage of operation integrations. It should strengthen the construction of the new industrial chain, and achieve a great breakthrough in the supports for all kinds of value-added service providers. With the systematic services and innovative administrations, it aims to accomplish the goal of the leap-forward development of 3G services.In addition, this thesis provides some specific suggestions for the service provision of 3G. At first, it should guarantee the development of the traditional mobile voice services, thus laying its foundation; secondly it should provide the low-speed service access for the public users, the high value-added services for the top users, and the customized solutions for the industry aiming at the users of the industry. In conclusion, CNC in Beijing provides different services to meet the requirements of different target users, in the hope that it would make full use of the available resources, integrate the advantages of the fixed-line network with that of the mobile services, put forward new services and develop value-added services, thus satisfying the increasing demands of the users and promoting its competitiveness.