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描述了中国无线通信增值业务市场外部环境、用户消费行为和产业链的变化趋势,对运营商如何提升发展无线通信增值业务的能力提出了建议。认为无线通信增值业务已成为手机用户的核心需求和日常生活密不可分的部分,在目前宏观环境、用户消费行为、产业链发生重大变化的情况下,运营商应该提升发展无线通信增值业务的能力,即,着手进行加强组织机构建设与提高资源保障能力,确立经营模式与增强价值链掌控能力,及时了解用户需求与提高产品的设计能力,建设人性化的业务交付支撑体系与提高交付保障能力,建立完善“体验营销”体系与提高营销拓展能力,及执行科学的KPI指标体系与提高运营管理能力等六方面的能力。
Describes the external environment, consumer behavior and the changing trend of the industry chain in China’s wireless value-added business market, and puts forward suggestions on how to enhance the ability of operators to develop value-added services for wireless communications. Think wireless value-added service has become the core demand of mobile phone users and daily life inseparable part, in the current macro-environment, consumer behavior, major changes in the industry chain case, the operator should enhance the development of wireless communications value-added business capabilities, That is, we started to strengthen the organizational structure and improve the ability to support resources, establish business models and enhance the ability to control the value chain, keep abreast of user needs and improve product design capabilities, build a humanized business delivery support system and improve the delivery of security capabilities, the establishment of Improve the “experiential marketing” system and improve marketing ability, and the implementation of scientific KPI index system and improve operational management capabilities and other six areas of ability.