Research On Evaluation Method And Application Of Mobile Digital Services On Value Chain

During the last several years, the consumers of mobile telecommunication industry in China has became over 400 millions. The increasing of mobile basal voice services has been becoming more and more slowly. The increasing level of mobile digital services is beyond the increasing level of other telecommunication services, that brought along the new increasing point of profit in mobile telecommunication industry. In the last few years, the digital services which appeared later than basal services, developed at an absolutely fast speed. However, there are also a few of potential disadvantages in the developing of digital service. According to the actual developing situation, the main facts which restrict the developing of mobile digital services are that the exploiture of the digital services doesn't match the demand of consumers, and the model of all kinds of operation enterprise payoff together doesn't be engendered, and the terminal mobile phone doesn't match the digital service very well. The mobile digital services actually is a value chain which is made up of many kinds of enterprises, its booming and development need a perfect conformity of the whole chain.The paper based on concluding domestic and foreign scholars' research results of mobile telecommunication digital service, via the research of mobile digital services on value chain, integrate the advantages of AHP and Gray Relation Extend Evaluation, construct the evaluation method of mobile digital services on value chain in China with combination of AHP and Gray Relation Extend Evaluation. firstly, according to AHP, construct the evaluation index method of mobile digital services on value chain, divided the key impact factors of mobile digital services value chain into five second-level indexes and twelve third-level indexes, and then identified weight and overall weight of all single-level indexes in evaluation method. At last, using the weights we got from the AHP into the Gray Relation Extend Evaluation, we got the value result.Finally, analysed the application of the valuation method. The results have been very good to reflect on the current mobile data services to technology-oriented, user-oriented features. In this paper, the proposed evaluation method in the practice of mobile data telecommunications business value chain of choice has some reference value of the decision-making.