The Strategy Research Of Data Traffic Management In China Mobile Group Shanghai Company Limited

After reorganization and3G license issue these two important historical changes, China telecommunications industry enters an all-service competition era with Mobile, Telecom and Unicom stood parallel. Development of mobile internet has shaken the controlling status of these three operators. Traditional short messages, voice calls and value-added services have all been violently impacted. OTT enterprises have encroached on the profit space of Telecom operators, who are being gradually channelized and marginalized. Market shares of Shanghai Mobile obtained by means of its inborn advantages and operation efforts are being threatened; the survival and development of the enterprise is facing great challenges. Arrival of4G era makes the bearing and use of large data traffic possible. How to teach users to use the traffic and how to transform the booming traffic into value are two important issues that domestic operators are considering, for it may determine the destiny and future of operators.With the data traffic management work of Shanghai Mobile as the study object and data traffic management principles, marketing mix, precision marketing, experience marketing as the theoretical basis, based on the available related data, this paper employs comparative approach, inductive method, case study and other methods to give a comprehensive analysis on the development situation of major competitors in communication industry and a comparison of competitiveness level of these three operators so as to find out the gap between Shanghai Mobile and its competitors. Based on this, by focusing on the data traffic management of Shanghai Mobile, a deep analysis on the present development situation and existing problems will be given and reasons that cause these problems will be further analyzed and concluded so as to put forward targeted strategy suggestions.The study shows that it’s necessary for Shanghai Mobile to establish a set of data traffic management strategy system that adapts to the current development situations. Enlightened by the analysis on source of traffic income, this paper summarizes the main contributors of6kinds of traffic income and by combining application, terminal, network, expenses, channels and service these6key factors for traffic, creatively puts forward the idea of grasping "improvement of traffic popularizing rate, maintenance of high traffic customers, coordination of terminals and traffic, boost of traffic by application push, coordination of business and network and coordination of services and marketing" these six key processes.With the data traffic management work as the basis, this system lays emphasis on feasibility and generalizability, striving to effectively solve present problems like low traffic income, low network efficiency and poor user experience, etc. This system determines the future development direction of data traffic management of Shanghai Mobile:with the six key processes as the core, establish a big data foundation platform, a set of cooperative work mechanism and flow and a specialized operation team; and it also gives a detailed statement of design of strategy implementation plan and estimated effects.This study is based on the development situations of communications industry and actual work of Shanghai Mobile data traffic management; and the conclusions it gives are significant for Shanghai Mobile to improve its operation performances and to cope with competition from mobile internet, and also they have a certain referential value for other communication operators to better cope with new challenges.