Research On "Flow Operation" Strategy Of4G In China Mobile Jilin Branch

On December4,2013,the Ministry of Industry and Information Technologygranted TD-LTE licenses to China Mobile, China Telecom and China Unicom, whichindicated the emergence of the4G era of China. Compared to3G network,4Gnetwork can provide not only the load-bearing capacity of faster mobile broad butalso a new developing space for the traditional Internet business. With the grant of4Glicenses the trend of rapid growth on the mobile data traffic appears, which makes themobile Internet field the competition focus among telecommunication operators,Internet enterprises, and communication equipment manufacturers. According to theglobal trend of development, the rapidly rising of mobile data flow will not only bringsevere challenges to load-bearing capacity of network, but also lead to a deepcontradiction between the swift growth of flow and network operation cost and theslow growth of income. It has become the common choice for telecom operators toimprove the network quality and adjust the business strategy in such way, to avoid thereappearance of the situation in the voice era that income did not increase withincreasing output, to focus on flow operation and increase the income of flow. Byreference to the international experience, the three largest telecommunicationoperators of China have changed their focus from traffic management to flowoperation. Based on the idea of mining the wealth embeded in the data flow,telecommunication operators in the mobile Internet era have initiated a series ofreform in network construction, operation mode, management thought etc., thereforethey are expected to achieve the goal of stable, healthy, and rapid development ofbusiness. Jilin Branch of China Mobile (Jilin Mobile) has been dominating the market inJilin province since it was founded in1999. With the swift development of mobileInternet services and rapid growth of wireless data traffic, the company is having astructural change with respect to business development, traffic, users and operatingincome. Therefore, at an early stage of4G development, Jilin Mobile is in urgentneed of business strategy transformation to break into flow business model fromtraditional business model. It enables the company to:(1) get rid of dilemmas forbusiness,(2) resist the impact of new business development,(3) follow the mobileInternet trends,(4) strengthen strategic transformation,(4) continuously enhancesflow scale and value, and (5) promote profits of both customer base and operatingincome. This is also of great strategic significance for Jilin Mobile to build areasonable business model, efficiently utilize communications network resources,further promotes profits and enhance competitive advantages.Taking Jilin Mobile as the object of study, we implement PEST analysis ofdevelopment environment, analysis of competiveness and SWOT analysis of dataservice operation. Considering current4G traffic operating status, evaluation andproblem analysis as background information, this thesis reviews related literaturesand bring theory to practice. We identify4G traffic management as the focus of futurebusiness development and promote updated transformation and positive change. Thenthrough the above analysis, this thesis proposes a suggestion of4G trafficmanagement strategy for Jilin Mobile. Aiming at overcoming dilemmas of scalegrowth and costs, as well as realizing maximization of value of operations andminimization of costs, our contributions lie innovation in4G traffic managementthrough seven initiative such as basics of backstage, product design, propagandaguide, flow marketing, experience education, system services and user customization.It promotes coordinated multi-dimensional development of4G traffic managementand provides a reference of operation transformation for Jilin Mobile. In the end we propose to continue strengthening4G network support, innovate in4G propaganda,ensure construction of human resources and build up follow-up business strategy.Via focusing on traffic management and tapping into data traffic value, our goalis to make continuously increasing traffic the driving force of development for JilinMobile so that the company can stay ahead among service providers.