Research On Mobile Government Business Model Of China Telecom

The telecommunication marketing goes into a competitive period of the three full business operators, after the 3G license approvals and business reorganizations. When all the operators are eager for seeking new growth profits as the substitute of personal telecommunication profit, competitions grow up in the new area of industry usage marketing. As the extension usages of e-government, M-government will be applied and developed widely in the future'Wisdom Cities'. Thus the development of M-government has become to the most important and prospective area for all operators. As the latest comer of Chinese mobile business operator, China Telecom needs to develop the most appropriate business model for itself to get the leading position in mobile government development.This paper first studied the M-government connotation and concept, and by using the business model theory knowledge, combined with the actual condition, the author puts forward on Communications enterprise M-government business model, elements and the evaluation index system, this will be the theoretical foundation of this paper. On the basis of value chain theory and marketing theory, the insufficient and shortage of current model were evaluated and pointed out at the four dimensions of outside performance, inside management, profit model and business model. Furthermore, the fuzzy comprehensive evaluation method, AHP and Delphi technique analysis model was used to invest the feasibilities and directions of China Telecom's mobile government business. As conclusion, the overall suggestion of optimized operator marketing model comes up with the detailed suggestions to set up promoted value chain of China Telecom's M-government. And the suggestions include following:firstly, it is necessary to strengthen innovative concept, refine innovation measures. Secondly, it is fundamental to enhance marketing analysis and increase sale channels. Thirdly, it is important to optimize net structure and improve risk management. Fourthly it is vital to accelerate integrated platform. Fifthly it is necessary to build and optimize supporting system. Sixthly it is fundamental to strength enforcement, and perfect examination mechanism. Seventhly it is important to track industry competitive environment, the dynamic adjustment business model.