AD公司移动增值业务发展策略研究分析.pdf

摘 要 移动增值业务已经成为拉动整个移动通信市场的重要动因，全球各个地区移 动增值业务的收入比例都在逐年提高。短信、音乐下载、手机电视、3G 增值业 务成为近期发展热点。中国移动增值业务呈现加速发展的态势，增值业务的收入 在移动通信业务收入中的比重逐年增加。 本文以AD 公司的移动增值业务为研究对象，就移动增值业务的发展策略进 行探讨。论文从对国内外移动增值业务的论述和分析入手，对移动增值业的业务 特点、市场特点、目前情况及未来发展方向作了论述和分析。 在简单介绍了AD 公司与其校园移动增值平台的基础上，结合作者的实际工 作经历，用 PEST 分析法对 AD 公司的宏观环境进行分析；通过“五力模型”对 AD 公司的行业竞争环境进行了分析；采用SWOT 分析理论和方法对AD 公司业 务的发展进行了研究，对 AD 增值业务的竞争环境进行了全面的分析，制定了 AD 公司增值业务发展的经营战略。最后依据AD 公司的实际情况，制定了校园 移动增值业务的服务模式与策略以及实施的简要计划，为AD 公司赢得竞争优势 提供了可行思路。 关键词：移动通信，增值业务，发展策略，服务提供商 I ABSTRACT Value-added services have become the important measures to push the whole mobile market. The income proportion of mobile value-added services goes up every year around the world. Mobile SMS, music download,handset TV and mobile value-added services have been speeding up in China;the income proportion of it in mobile services income is increasing. This paper focuse on the researh of the AD company which is one of the major Sevriee Provider(SP).And this reseacrh is Value-added services based on the technology and market trend and change. Beginning from the discussion and analysis of the mobile Value-added services home and abroad ，the paper systematically analyzes the characteristics of the mobile data increment business，the market features, the present circumstances，and the future direction for its development. In a brief introduction of the company AD and Campus mobile value-added platform, Combination of practical work experience, through PEST analysis by the ADs macroeconomic environment analysis and the five-force model of AD companys industry competitive environment for the conduct of the analysis, A SWOT