The Research On Fine Operation Of Mobile Data Traffic In Jiangxi Mobile

Communication Industry is entering the Mobile Internet Era,the rapid development of Mobile Internet,has brought about great changes to telecommunications industry ecosystem.This brought opportunity for telecom operators,but also accompanied by challenges.Traditional flow operation mode is pulled through the extensive resources into customer scale development,thereby giving impetus to the growth of mobile data traffic and traffic revenue,but developed to a certain scale,the problems of the extensive development shows up such as resources wasting,lacking of pulling power and so on.Thus changing the traditional flow operation mode,speeding up the deployment of the flow of fine marketing model is the common choice for the telecom operators in the new era.First of all,this chapter under the background of China's rapid development of mobile Internet,analyzing the industry environment and the development trend,determine the research contents and research methods of this subject and then elaborates the concept of traffic operation and elaborates the related theory?Then after deeply analyzed the formed flow operation mode of foreign mainstream operators from four perspectives: the network,devices,business and the service charges,the paper summarizes the experience and draw lessons from their experience.Secondly,combining with analyzed the present situation and problems of mobile traffic operation in Jiangxi Mobile,the paper explores four problems in the current traffic operation: Firstly,the speed of the 4G LTE customer growing is getting slow;secondly the value contribution of single 4G users showed a downward trend.Thirdly,4G customer's satisfaction is declining.Lastly,there is lacking of fine marketing tool.Finally,in combination with the practical situation of Jiangxi mobile,this paper puts forward the fine operation plan of mobile data traffic in 2016.This fine operation plan closely following the main line of 4G,focused two big goals.One is expanding the scale of 4G customers.The other is enhancing the value contributions of 4G customers.Based on the goals,the paper puts forward four operating strategies? First is executing the terminal strategy to achieve the market leadership.The terminal strategy is to replace 2G or 3G cell phones with the 4G Smartphone through the "national replacement plan".Second is executing the tariff charges strategy to achieve the average revenue leadership.The tariff charges strategy is to simplify and promote the 4G packages in order to enhance the flow value.Third is executing the customer service strategy to achieve the service leadership.The customer service strategy is enhancing the ability of internet services,developing the cluster based marketing,and building the overall service marketing system.Fourth is executing the Policy Control Charging(PCC)strategy to achieve the operational leadership.The PCC strategy is promote the PCC strategy by building the 4G development and flow operation evaluation system and supporting the operational team.