PHS与3G融合策略研究(DOC43)(1)

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IIABSTRACTThegrantingofChinese3Glicensebecomeclearwiththeadventof2006.Meanwhile,thequantityofPHSsubscribersexceeded80million.HowtodealwiththePHSmarketdevelopment,andhowtoachieve3GandPHSdouble-BusinessNetworkduringthefollowingseveralyearsbecometwobigproblemswhichareplacedintheimmediaterealityofFTNSoperators.Inthiscontext,theauthordidtheresearchoftheintegrationofPHSand3Gbasedonthetelecommunicationsindustrylong-termdevelopmentgoalsandoverallinterestsofenterprisesThethesisfirstanalyzesthelifecycleoftechnologyandmarketsforPHSnetworkaccordingtothetheoryofproduct-life-cycle,andpointouttheimpactof3GonPHSlifecycle.Then,thearticledescribestothereadersthestatusoftheglobal3Gdevelopment,anddoesindustrycompetitionmodelstudyfordomesticcommunicationsmarket.ItcarriesoutSWOTanalysisforcommunicationsoperatorsandshowsthehugemeaningofPHSnetworkintheinitialstageof3Gfromstrategicangle.Subsequently,thethesisexplorestheintegrationofPHSand3G.Fromthetechnicaldimension,itintroducesintegrationstrategyofPHSand3Ginbusinesslayer,networklayerandterminaldevices.Afterwards,theauthorstudiesservice-integrationfromtwoaspects:thedataservicesandvoiceservices.BylearningthedevelopmentpatternofJapanandTaiwanPHSdataservices,theanalysesputsthefocusontheprospectofdomesticPHSdataservices.ItalsoillustratestheroleofPHStosupportandpromote3Gbusinessintheconsiderationofdevelopmenttendencyfor3Gdataservices.Finally,consideringintegrationofthesubscribersresources,thethesisanalyzesthecharacteristicsofpotentialusersof3G.ThethesistriestoshowthewayofpromotingthevalueofPHSsubscribersbythemodelofcustomer-value-upgrading.Basedonthis,theplanofsubscribers'transitionfromPHSto3Gisdiscussed.Keywords:3G；PHS；Integration；DevelopmentStrategyIII目录引言.................................................................................................................................................1第1章PHS网络的生命周期分析...............................................................................................11.1PHS市场生命周期分析....................................................................................................11.1.1PHS市场发展客观环境分析..................................................................................11.1.2PHS的市场生命周期分析......................................................................................21.2PHS技术生命周期分析....................................................................................................41.2.1PHS技术生命周期的特点......................................................................................41.2.2从国际产品生命周期理论分析..............................................................................51.33G对PHS生命周期的影响.............................................................................................6第2章中国3G的市场环境分析................................................................................................72.1全球3G的发展概况.........................................................................................................72.1.13G的概念................................................................................................................72.1.2亚洲3G发展现状..................................................................................................92.2中国通信运营商的竞争态势..........................................................................................102.2.1运营商的行业环境分析........................................................................................102.2.2运营商在3G时代的SWOT分析........................................................................122.3PHS在3G时代的战略意义...........................................................................................13第3章PHS网络与3G网络的共存..........................................................................................143.1PHS技术与3G技术的比较...........................................................................................143.2PHS与3G业务层的融合...............................................................................................153.3PHS与3G网络侧的融合...............................................................................................163.4PHS与3G终端的融合...................................................................................................17第4章PHS业务与3G业务的融合..........................................................................................184.1语音业务与增值业务......................................................................................................184.2PHS与3G语音业务的互补.........