China Mobile Wireless Music Base Channel Operations Research

The main model of mobile music business adopted by the current telecom operators is based on the market products and fee charging methods. And the core of the music industry is the rich and colorful music content and services to meet the diverse needs of the users and to derive more innovative business. However the way of market—based operation does not meet the user's diversified music requirements. So the goal and focus of this paper is to discuss how to change the existing single carrier operating modes, how to meet user needs and how to explore new channel.The paper combines the current development of the wireless music operation with domestic and overseas case studies utilizing"user-oriented channel system"model, and 4P, 4C, 4R, channel theory, proposing channel operation scheme of the wireless music base. Putting forward a prospective and openness wireless music channel overall solutions, straightening each role of the interests, realizing the win-win interests between channel and CP, forming industry standard of the wireless music channel operation system.