Study On Social Channel Innovation Of3G Era Of China Mobile SZ Branch

With the development and application of3G communication technology all over theworld, China Mobile, China Telecom and China Unicom had acquired licenses ofTD-SCDMA, WCDMA and CDMA2003G respectively in2009to start the3G mobilebusiness. The application of3G communication technology brings about innovation of theproducts, enhancement of the services and revolution of the marketing channels.The thesis takes SZ Mobile as the study object and analyzes the series of channelresearch and revolution of the company in face of the market change and competition in3Gtimes. The problems after channel revolution are also included in the thesis. After establishingthe2G channel system, SZ Mobile has formed its own social channel system. With theflourish of3G business, the original social channel system can not meet the requirement ofmarket competition any more. Thus SZ Mobile initiates the social channel research andrevolution. The thesis makes analysis on the problems after channel revolution and proposesthe enhancement methods from several aspects, including channel establishment basis,channel architecture and channel member.In case research part, the thesis mainly introduces the channel development history andstatus quo of channel research and revolution of SZ Mobile. Based on the channel status, thethesis illustrates the problems of social channel of SZ Mobile in system construction,architecture design, operation support and member management. At the end, the thesisproposes enhancement solutions for social channel system, including enhancing channelconstruction system, upgrading channel architecture and matching the application supportsystem, etc.Technology, governmental policy and competitors are included in case analysis. First,3Gcommunication technology brings about impacts and changes to mobile network, productsand services. Second, the government issues3G operation license based on full considerationof market competition mechanism and resource configuration optimization. Lastly, the thesispresents how competitors promote channel upgrade and revolution under3G business.