The Construction Project Plan Of CMCC’s Crbt Marketing Platform And The Research In Risk Control

Coloring ring back tone service is one of the traditional value-added services in CMCC(China Mobile Communication Corporate). By several years of development,its penetration rate reached a relatively high level, and this business also brings in fat profits for CMCC. Under the circumstances of the rapid development of digital music, this business comes to mature. However, the present marketing plantform cannot meet variable needs of customers and it has function defects. Therefore, CMCC is not able to promote an efficient marketing program to tackle with issues including maintaining the customers currently using the service, expanding the user scales and increasing the motivation of the users to change.Nowadays, wireless music business faces the huge impact from online music business to traditional services of operators. It is essential to have a consistent technological transform and to establish a marketing platform, with the optimizing and upgrading of the industrial structure of wireless music business. These efforts are to backup the increasingly expanding ranges of services in CMCC, and the need to facilitate continuous growth of economic benefits. The paper takes the marketing plantform program etablishment of coloring ring back tone as the research object. Moreover, this paper applies the management philosophy, methods and tools to this program using intergrading understanding of theories and practices. The paper, first of all, normalizes the process of the establishment of this program. Then, based on schedual management and risk management, the paper summarizes the optimal ways to execute this program using critical path method. At last the paper presents systematically summarized risk management with the help of gantt chart, and establishes a set of complete and practical risk management mechanism for CMCC’ s coloring ring back tone service.The paper, combined with the author’s working experience in CMCC wireless music,is based on the marketing program establishment of coloring ring back tone case. Besides, this paper ueses the research method of intergrating theory and practice and applies scope management, schedule management and risk management of project management theory into the marketing plantform program of coloring ring back tone service. The paper also adopts case study which in turn stengthens the reaserch method mentioned above, and hopes to summary some management experiences from this marketing plantform. This can not only provide some reference for other programs in CMCC wireless music department, but also dedicate to the delicacy management of this department. Eventually it will helps to ensure engineering quality, improve the investment profits and promote quickly and sustainable development of CMCC.