PHS与3G融合策略研究(43)(1).docVIP

PAGE PAGE I 题目：PHS与3G融合策略研究 作者：黄宇焘 摘 要 进入2006年，中国 3G 牌照的发放日趋明朗。与此同时，PHS用户数量也突破了8000万大关。如何对待PHS市场的发展，如何在未来几年中顺利实现3G和PHS的双网运营，这些都是摆在固网运营商面前的现实问题。 在此背景下，笔者基于电信行业长远的发展目标和企业整体利益的考虑，对PHS与3G的融合发展进行了研究。 本文首先通过产品生命周期理论，对PHS网络的技术和市场生命周期加以分析，并指出了3G对PHS生命周期的影响。 接着，文章向读者描述了全球的3G发展现状，并对国内的通信运营市场做了行业竞争模型研究，在对中国电信进行SWOT分析的同时，从战略的角度言明了3G初期PHS网络对中国电信的巨大意义。 随后，论文探讨了PHS和3G的融合之道。笔者首先从技术层面入手，介绍了PHS和3G两种技术在业务层、网络层、终端侧融合的方案；其次，论文就语音业务和数据业务两个方面，对PHS与3G的业务融合展开了深入研究，尤其借鉴了日本和台湾PHS数据业务的发展模式，重点分析了国内PHS数据业务的前景。并结合3G数据业务的发展趋势，阐明了PHS对3G业务的支持与推动作用；最后，论文从用户资源的融合着手，分析了3G潜在用户的特征，并通过CLM理论中的客户价值提升模型，研究了PHS用户价值的提升策略，在此基础上，探讨了PHS用户向3G用户过渡的方略。 关键词：3G； PHS； 融合； 发展策略 ABSTRACT The granting of Chinese 3G license become clear with the advent of 2006. Meanwhile, the quantity of PHS subscribers exceeded 80 million .How to deal with the PHS market development, and how to achieve 3G and PHS double-Business Network during the following several years become two big problems which are placed in the immediate reality of FTNS operators. In this context, the author did the research of the integration of PHS and 3G based on the telecommunications industry long-term development goals and overall interests of enterprises The thesis first analyzes the life cycle of technology and markets for PHS network according to the theory of product-life-cycle, and point out the impact of 3G on PHS life cycle. Then, the article describes to the readers the status of the global 3G development, and does industry competition model study for domestic communications market. It carries out SWOT analysis for communications operators and shows the huge meaning of PHS network in the initial stage of 3G from strategic angle. Subsequently, the thesis explores the integration of PHS and 3G. From the technical dimension, it introduces integration strategy of PHS and 3G in business layer, network layer and terminal devices. Afterwards, the author studies servi