Research On The New Project Development And Operation Management Strategies Base On MM Platform

At present, the mobile communications industry chain system has a different role in various aspects, which includs infrastructure, content providers, content aggregators, software developers and equipment manufacturers etc.. To establish effective mobile communication industry chain, China Mobile launched a new integrated service platform-mobile Market (referred to as MM) in1999, so as to lead the progress of mobile communication services and become the benchmark for the3G industry chain development. It is a key of sustainable development of MM platform to develop new information services, so it has practical significance to. research on the new project development and operation management strategies base on MM platform.In this thesis, we first Summar the industry value chain theory, project management and operations management literature, analyize the structure of the3G industry chain of mobile communications, various aspects of the competing relations and the characteristics of the value chain of China Mobile MM platform. Based on the MM platform, Hami digital Mine information services building project is made. Learning from NTT DoCoMo’s i-mode operating mode, the operating mode of the Apple App Store experience, we put forward the MM operation mode and operational management strategies of China Mobile platform.In this thesis, we use project life-cycle theory to study the operations management problem of the MM platform, and divide the problem into the MM platform development status analysis phase, new project development phase basing on MM platform, the operation and management mode selection stage and operational management strategies phase, whose content are respectively studied. The reseach results provide a reference for application of project management theory.