中国移动3G/TD网络建设发展的瓶颈与对策分析
随着用户对无线数据提供能力的要求越来越高，符合多媒体化、智能化、分组化个性发展方向的3G网络正式发牌。TD-SCDMA是中国提出的拥有自主知识产权的国际3G标准。在政府的支持下，中国移动的TD网络运营进入正轨。然而在3G/TD网络建设推广中仍然存在许多“瓶颈”，限制其发展推广。本文客观的分析了网络运营中的发展“瓶颈”，并对中国移动TD网络进行SWOT分析。在发现存在的问题的基础上，以中国移动以往营销为主要案例，收集、分析案例，再集合网络运营的宝贵经验，对3G/TD的推广提出品牌策略、渠道策略、产品策略和价格策略等行之有效的对策。
[关键词]3G/TD网络；发展瓶颈；网络推广；对策分析
The Bottle Neck of China Mobile 3G/TD In The Network
Construction Development Analysis and Countermeasures
Management
Abstract: In order to meet mobile phone users' higher and higher requirements for the wireless data providing capability, the third generation mobile communications(so-called 3G) license according with its featured development individuality of multimedization, packetization and intellectualization has been officially issued .TD-SCDMA(Synchronous Code Division Multiple Access) fully using China' s independent intellectual property right has been up to the international criteria for 3G put forward by China. With the support of government, china mobile's TD network industrialization has been led onto the correct path. Nevertheless there are still many "bottlenecks" restraining the growth of 3G/TD in its construction and extension. The paper objectively analyzed the “bottleneck” of network operation development and carried out SWOT analysis of China Mobile TD networks. Based on the problems which had been found, with the cases of Chinese Mobile past marketing collected and analyzed then combined with the valuable experience of network operation this paper proposed effective measures of brand strategy, channel strategy, product strategy and pricing strategies for the promotion of 3G/TD.
Key words: 3G/TD network; Development bottlenecks; Web Promotion；Measures and Analysis
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