Study Of 3G Business Evaluation And Development Strategy

The thesis applied management knowledge to state the current development of 3G from the following aspects: global technical development, global license issued, global policy environment, the impact of 3G business development, china's development surrounding and the main 3G operators' operation as well as the main businesses development.In this paper, the 3G business was classified from 5 possible angles and showed the common characteristics of different businesses coupled with typical features. It used market segmentation theory to divide business evaluation system into two dimensions: business reality difficulty and market attractiveness. Under the two dimensions, it selected the main ten indicators that affected business development. The difficulty of business reality was reflected through 4 indicators: degree of technique maturity, degree of business chain complexity and degree of business chain maturity as well as difficulty of user behavior training. Market attractiveness was reflected through 6 indicators about competitiveness and market. Namely, business provider quantity (market structure), business development maturity, market scale, user' ARPU value and user' experience degree. Based on a large mount of market development process and data, 3G business evaluation system was established upon the weights of all the indicators. The article named the evaluation system as "two-dimensional evaluation method".The thesis used "two-dimensional evaluation method" to exert the 3G evaluation and all the evaluated businesses including 25 kinds of typical businesses of 5 major categories. The paper scored the 25 kinds of typical businesses and used matrix analysis, then evaluated the development perspective according to analysis results. At last, the thesis brought forward the development strategy to future 25 kinds of businesses of 5 categories in line with marketing relevant theory.