Operational Analysis And Strategy On GOTA Digital Cluster Project Of Changchun Tietong

With the economic development and information society demand, the shared cluster network which will cover much more zone is needed to meet the requirement of all kinds of group and special customers'. The ministry of information Industry took this opportunity to introduce Cluster Business as Basic telecom business, which paves the way for the model of sharing network. In order to grasp this chance and escalate the technology and business of digital communication, on the basis of the advanced and maturated telecommunication protocol-CDMA2000, ZhongXing Company developed GOTA digital Cluster System that is much advanced telecommunication technology of potential business expansion compared with the tradition system and in line with the requirement of wide-band and new added-value business.TieTong company, as one of main telecommunication company in China, make a plan to initiate to enter the wireless communication market as well as keeping the original business. Building up and operating 800M Digital Cluster network is good prosperity in the future. GOTA will become part of asset if the company issues the stock abroad in the future due to its maturated and advanced technology.Therefore, the headquarter approve to establish a 800MHz commercial testing network in Changchun whose capacity is 30,000 customers and covered Erhuan Road, New airport, Highway to airport, Shuangyang, Jingyue Economic Developing Zone and the road from Jingyue to Shuangyang. This system includes one set of Electric Exchange System, one PACUIT, one Cluster dispatching system, one smart net system, one message system, one positioning system, one tolling system and one BSC(PCF and PDC) and facilities for 24 Macro-station and 2 Micro-station.However, 800M digital cluster system lays a foundation on the development for Tietong even though it can not be reached the expectation after running due to some faults during the feasibility and initiation of this project as well as some lack on marketing, developing new business and budget etc.This paper mainly take Project Management Post-assessing. (Data/information collection,Statistics and Analysis, LFA) and Project develop (F-Customer positioning, Jenior Thomas Performance and Brand management, S-Competition management.) to analysis the feasibility and building-up of 800M project and according to the practical running find out the reason arising from the problems that the inaccurate feasible data, huge difference between the forecast and actual result, limited capacity, small coverage etc. Furthermore, to analysis not only the reason of bad running results but also the solution of choosing the customer, marketing, net construction and new business expansion etc.Through analysising the status of 800M GATA fully and systematically especially analysising the project construction capacity, marketing, Project operating etc according to the theories of Project Management, theNew marketing and operating strategy is put forward to Changchun 800M GOTA and the final conclusion result from the actual data. The market shrinked, the coverage is small. 800M GOTA needs further expansion. New style and function cellphone should be developed. To stand up the market and increase the revenue can only be from service and procedure in order to adapt the market and meet the requirement of the customers. It is necessary to take the advantage of GOTA to introduce new business according to the customer's requirement by finding out the niche in market. In the meantime, the next step on the project will be taken with the related measurement. In addition, the practical method for the company to exist and grow up will be made after probing into the ideas of developing the market on the basis of analysising the company operation.Finally the text mentioned to abandon the tradition developing method of mobile telecommunication as to reduce the risk of blind investment. The principal of emphasizing the big market and ease control the small market, intensive cultivation to the market, adjusting in time, taking the advantage and avoiding the shortage should be followed in order to solve the problem of the project and make the project to grow so that the company can be grow up stably.Wish Tietong a better future.