| As the income of Jilin Unicom’s mobile service increasingly grows, the ratio ofthe income of mobile service to Jilin Unicom’s business income also continues toincrease. By the end of2013, Jilin Unicom had accounted for34.46%of market sharein provincial mobile market, reaching the requirement of accounting for one-thirdmarket that proposed by China Unicom Group Company. How to further controloperation risks of mobile service to guarantee the stable development of mobileservice has become a very important part in Jilin Unicom’s operation andmanagement. Jilin Unicom is a provincial branch of China Unicom. The majoroperation risks its mobile service should be faced with are not strategy, policy ormonitoring risks, but market operation risks caused by improper product pricingstrategy, sales and promotion strategy, and user selection strategy in the environmentof telecommunication market within the province.At present, Jilin Unicom adopts risk control system, which was constructed byreferring to the report of Internal Control–Integrated Framework issued byAmerican COSO in1992. However, COSO’s internal control framework is notflawless. In recent years, the Audit Department of Jilin Unicom has constantlydiscovered problems in market operation in the field of mobile service marketoperation, which indicates that current Jilin Unicom has some flaws in risk control ofmobile service market operation. Present risk control system has following problems:COSO’s internal control framework has logic fault between business process andoperation target; regarding the design of risk control point, it pays too much attentionto the compliance control of business process; all tests for operation risk control pointare carried out by means of small sampling, so the coverage of samples is insufficient.With continuous development of Jilin Unicom, its current risk control system ofmobile service can difficulty adapt to present actual operation. It is necessary for JilinUnicom to optimize its existing risk control system of mobile service market operation according to its practical situation.The biggest problem in existing risk control system is the logic fault between thevalidity of business process implementation and the validity of operation target. Inbrief, even if a predetermined standard business process is implemented, it does notnecessarily guarantee the realization of predetermined operation target. Thus, the coreconcept of optimizing risk control of mobile service market operation is to make upfor this logic fault by means of compensation, to set up a “bridge” between businessprocess and operation target. This paper starts from the actual outcome of operationtarget to analyze and collect operation outcomes and trace upward the reasons causingoperation failure, so as to find out risks contained in business process. It takes theacquisition of user value as the core target of mobile service operation. Throughbuilding “user value analysis model”, the paper makes judgments and corrections byrevolving around the validity of user value to business process and risk control, tooptimize existing operation risk control system of mobile service. In addition, thepaper further expands the test range of operation risk control, extends the test contentof operation risk control, and deeply analyzes and applies the test results of operationrisk control optimization, which enables Jilin Unicom’s mobile service operation toform four complete operation links such as planning, implementation, inspection,improvement, to constitute a complete PDCA Cycle, continuous circulation, andcontinuous improvement, thus finally promoting Jilin Unicom’s mobile servicemarket operation level to make continuous progress. To guarantee the implementationof countermeasures for risk control optimization, essential institutional guarantee, keyIT support, sufficient financial security and relatively stable personnel guarantee areindispensable. |
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