The Study On Development Strategy For Radio Data Telecom In CMCC

This article mainly aims at the China mobile radio data network developmentstrategy study, the main research contents include internal and external environmentanalysis of China Mobile. Through analysis of customers’ demand on the radio databusiness, the article indicates that the root problem in developing it: the networkquality， the prices and the customers’ habits. and in order to solve theseproblems,the article analyses the operating strategy and marketing strategy for ChinaMobile.With the rapid development of mobile communication market and fiercemarket competition, especially when, China Telecom, China Unicom and ChinaMobile runs for all services, telecoms operators provide service with no muchdifference. With the development of information technology, radio data business hasbecome the focus of the competition among the telecoms enterprises. With thedevelopment of3G business, China Telecom and China Unicom have seen thechance for overtaking, and China Mobile is relatively weak3G network coverage hasbecome the short board. China Mobile must make effective radio data businessdevelopment strategy, through the effective operation, marketing stratege, to changethe bad situation on network construction network system。Firstly,this article introduces the general situation of China Mobile, the historyof radio data telecom business and the actual state of it.And then, this article indicates the core competition in radio data telecomthrough the analysis of internal and external environment, and makes organiccombination of. China Mobile’s development strategy, internal resources andexternal environment.And through demand analysis to discover China Mobile’s problems in the radio data telecom business, and through the problem analyses,produce forward management solutions. After that, this article also analysis the China mobile radio data businessdevelopment problems, and the problem is reduced to the following aspects, one ofwhich is the network quality problems lead to3G subscriber percentage is not high, alarge number of users remain in2G network, and technical revolution, the usersmigration from2G to the3G network be imperative. The second is that there areproblems for bad quality and less model in developing.the’ customized terminalbusiness. The third is the relative high fee rate depress users’ demand.And thefourth is that the habit of customers needs to be developed and changed.Finally, in view of the above mentioned four problems the article analyses themeasures that should be adopted by China mobile. Through a large number ofnetwork construction to improve the network coverage, through a variety of means tooptimize the evaluation to improve network quality; through the development ofcomprehensive customized terminal quality control measures, strictly controlling thequality of customized terminals, adding custom terminal types; by reasonableadjustment service tariff level design, flexible tariff valuation method to release theuser needs; through the establishment of user experience system, developmentproducts applied to change the habits of users, increase the users of wireless datacommunication service.