Research On The Optimization Of Personal Communication Service Of China Mobile Company Under The Background Of Mobile Internet

As the largest telecom operator in China and the top 500 enterprise in the world,China Mobile occupies an important position in the society and plays a vital role in the development of telecommunications industry and the people's life.With the continuous development of mobile internet and smart mobile devices and the richness of various mobile application terminals,the communication service of China Mobile—Voice Service,short and multimedia message service OTT service(Fetion)faces the challenges from the instant messaging social OTT service such as QQ and WeChat,leading to the continuous decrease of operating revenue.Revenue from data traffic service can hardly support the long-term development.It is urgent to optimize communication service to enhance market competitiveness of China Mobile.Firstly,this paper discusses the background of the selected topic,introduces the challenges encountered by Communication Service of China Mobile in the context of Mobile Internet,and summarizes the domestic and foreign research status of mobile Internet and mobile communication service.Secondly,the internal and external environment of personal communication services of China Mobile under the background of mobile Internet are analyzed and summarized by using PEST analysis,Porter's five-force model analysis and SWOT analysis.Based on the analysis of personal communication service environment of China Mobile Company and the self-made questionnaire,the basic idea,objective,path and implementation measures for China Mobile to implement the optimization of personal communication service are proposed.The optimization idea is as below: First,explore the potential of “package”;second,expand the territory of OTT;third,enhance the “mobile social” value.Optimization objectives: to transform the company's development focus to the mobile Internet application field through the optimization of relevant service,to keep up with the times of the mobile Internet,to insist on taking innovation as the driving force,to take the customer demand as the orientation,to vigorously develop mobile Internet terminal applications,to lead the trend of service optimization in the industry and to realize the win-win of customer value and company revenue.Optimization paths: First,break through the original “package” constraints;second,focus on the development of OTT business;third,enhance mobile social function of“Fetion”.Practical measures for optimizing communication service: First,users decide the packet;second,improve self-own OTT business;third,vigorously promote the new Fetion service.Finally,in the part of research conclusion and further prospect,the main contributions are summarized according to the research results,the shortcomings of the research are explained and the future research directions are prospected.The research is expected to provide some reference to the optimization of communication service of China Mobile and play an important role in guiding the development of communication service,so that more attention can be attracted from China Mobile and relevant experts and scholars.The author sincerely wishes China Mobile to take a positive attitude to meet the challenges brought by the mobile Internet,seize the development opportunity and achieve sustainable development.