A Research Approached To The Strategies Of Integrated Services For China's Telecom Oprators In The Convergence Of 2G And 3G

After more than a decade's high-speed development, China's telecom market has shown a gradual trend of saturation and the voice market's growth will gradually slow down. Competition among telecom operators will gradually focus on the deep operation of existing market. Therefore, to provide a wealth of services to activate the silent users, to consolidate the users'loyalty, to optimize the users'experience and to improve the users'value will be the major means of competition.As the telecom industry goes into a further convergence with other industries, integrated services is to become a hot topic among China's telecom operators. Integrated services could not only meet users'demand of integrated information, but also make telecom operators capable of dealing with the fierce market competition, strengthening the control of industry chain, enhancing the users'loyalty. This paper, dependent on the project of "The research of convergence networking plan of 2G and 3G based on the enterprise competitiveness theory for Guangdong Mobile Corp.", takes China Mobile as an example and conducte in-depth research on telecom operators'service convergence strategies.In this paper, a large number of reading have been made to learn the research results from researchers at home and abroad and case studies has been conducted on the international telecom operators. Then this paper illustrates the impact of integration services based on the integration of technology trends and industry convergence trends. In addition, three main driving factors (technology development, industrial convergence, user needs), influencing the integrated services most, have been extracted and the relationship between them are also elaborated.Meanwhile, on the basis of theoretical research, a customer research is made to explore the demand for integrated services and to study the users'preferences on the scenarios and function of integrated services. And a refinement match is also made to put the proper integrated services into a proper client-side scene.In the end, based on earlier research and background of convergence of 2G and 3G, strategies are launched both on the marketing side and the network and terminals side from a compound technical and marketing point of view. The outputs of this paper, integrated services strategies, are meaningful for China's telecom operators.