| 3G is a concerned focus question of global communication circle. Though China does not provide 3G brands, but paces that we catch up with 3G have not stopped. Datang Group on behalf of China put forward TD-SCDMA and accepted by ITU and 3GPPs for the 3G international standard of mobile communication a few years in the past, and our country start such a series of popularization in advance of 3G business as every test and videophone to 3G network etc. It is easy to find that China have followed the trend step of world telecommunications into 3G era.In 3G era, rich and colorful data business will become concerned focuses of people. So existing telecommunications profession industrial chain can't already meet the telecommunications development of new era, have become the obstacle of telecommunications field development gradually. The constant innovation of technology, the change of market demand, and the promotion of telecommunication control policy, the development of movement Internet etc. factors that promote the formation of new industry of chain.Operator is on the key position of industrial chain all the time, however along with the development of telecommunications trade, the role which its taking on is changing quietly.The industry value chain of 3G era will be drawn the longer, professional lines will be stronger and stronger. It has been already unable to offer individualized information service for users that the operator relied on. The opening of the telecommunication market makes the link involved on 3G industry chain get more and more, so it is difficult to realize that the operator wants to cross over the whole chain to take on and do a good job of all links alone. It is most important for operator to carry out the role position of industrial chain.The industry chain of the mobile communication industry is a chain network which constituted by equipment manufacturers, operator, content provider, trader who integrates content, provider of software and retailer and user etc. The close connection of every element on this chain interact on each other and create the cooperative effect greater than that of single enterprises. The industry chain of mobile communication is a dynamic change, so the market main body of forming the industry chain of mobile communication is not unalterable. They will change with mobile communication technology as well as the changes of market competition situation and user's needs. And the mobile communication operator is a part of the industry chain and its function on industry chain is different. Whenever Industry chain occur change, the mobile communication operator need to carry out role position again.Therefore the so-called operator industrial chain role position of mobile communication is that the operator occupy one part or parts at the chain in dynamic industry of change what kind of function is given play to. That is the mobile communication operator is according to the needs of market development, to take on a certain trader's function or some traders'functions in the numerous traders on the industry chain.The role position of the mobile communication operator shouldn't suppose. Because the industry chain is dynamic change along with the development of the mobile communication technology and the raising of user demand, the operator will receive the influence by internal and external environment factors in role position process. So it should follow certain principle, basis, method, step and can use the experience that some other operators succeed in the world for reference.The mobile communication operator should follow three principles while role position: Guarantee the whole industry chain is opening; Guarantee each part is the resource-sharing on the industry chain; Guarantee each part is win together on the industry chain.While role position the mobile communication operator is orienting the chain role of the industry, should consider the policy of telecommunications estate, the stage of industrial development and the general layout of market competition, role undertake risk as well as self possess resource and so on.The method of industrial chain role position includes 4 following steps: determine operation purpose, assessment external environment, assessment internal environment as well as strategic analysis and role position. It is most important for the operator to determine operation purpose, and it will influence the developing direction of the mobile communication operator and choices of different strategy or not whether it is fine and clear or not. So the first step of role position is to determine operation purpose.The mobile communication operator does not exist independently in the trade, so its development must be influenced by various kinds of the external environment factors. We will consider the following several factors and evaluate these factors in these external environmental factors: corresponding laws and regulations and the policy of telecommunications estate, telecommunications technical development level as well as the competitive environment of entire profession.The business strategies Chinese fixed phone carriers will take in the 3G age depends on time, number and criterion which Chinese government will chose to distribute it's 3rdGeneration License. In the instance that China 3G licensing is noncommital, the thesis forecasts the future by analyzing the actuality of overseas and Chinese mobil communication, dose abundant demonstration analysis of Chinese communication market, and finally brings forward a series of countermeasures and suggestions about the business strategies fixed phone carriers will take in the 3G ageIt is uncertain which mode China government will choose to distribute it's 3rdGeneration License Tags. The thesis begins with a basic view of the global 3G development and the actuality of Chinese mobile communication, then points out that it is significant and necessary to develop 3G in China, and analyses respectively about the time, number and criterion chosen etc. concerning 3G.The structure of Chinese communication operation market will change enormously after 3rdGeneration License Tags were distributed. The thesis analyses multi-aspects about the communication industry such as the industrial environment, the market structure, etc. and compares the change before and after the start-up of the 3G market. All of above is the background for fixed phone carriers to constitute their 3G business strategies.And then by analyzing customers' usage of mobile value-added services, perceiver and need of 3G services with questionnaire, the paper, based on current market of 3G as well, researches development trend of 3G in China. And it argues that there will be a continuous growth on high speed in coming 3 years, with more and more cut-throat competition. 3G services will start in 2 years but demand of value-added services needs to expand.Finally, it analyzes the SBUs' basic value chain of China Mobile,and indicates the characteristic of it. The analysis and improvement solutions are provided for lenthways value chain in detail such as buyer value, user purchasing criterion, provider, Industry subdivision criterion,etc. The same ways are given for 3G either.As a practice of the approaches worked out in this paper, the role position pattern in 3G era of the China Mobile Company was taken on. The result of the practice shows the research is effective and valuable. |
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