摘要
随着通信产业的不断发展、移动互联网的不断进步，培育了消费者新的需求，电信
运营商传统的业务短信和语音的收入不断下降。各种互联网业务的兴起，改变了用户的
生活方式，例如众多社交软件微信、qq 成为了主流的沟通方式，导致了短信和语音业务
的极速下滑，电信运营商无论是被动需求还是主动需求，都需要积极发力，寻找新的利
润增长点。2013 年底，中国电信、中国移动、中国联通同时获得了 LTE 牌照，在 4G 牌
照发放后，三家运营商都把流量作为运营商的经营重点，流量收入甚至超过了语音业务
收入。中国移动摆脱了 3G 时代的落后局面，大干快上，在 4G 发展中取得了先机，但是
中国电信和中国联通迅速跟进，展开了激烈的价格战，导致每家运营商用户的户均消费
迅速下降。面对行业外微信、QQ 对于语音短信的替代，行业内三家运营激烈的价格战，
三家运营商都推出了基于流量经营的转型策略，从以语音经营为主，转向以流量经营为
主，避免被管道化的风险，提高流量的价值，解决流量增长但是收入不增长的剪刀差问
题。这是三家运营商转型发展的必由之路

在此背景下，本文针对以上急需解决的问题，以河北移动为对象，研究了河北移动
流量经营的现状，通过对河北移动流量经营 SWOT 分析、发展环境的 PEST 分析，认为运
营商将转型的目标集中在进行“流量经营”和营造“聚合平台”上，流量类似自来水，
存在云管端三部分，移动不能仅做互联网的管道，而是要抓住移动互联网发展良机，通
过开展“流量经营”，构建智能管道，向上构建应用的“聚合平台”，向下整合手机终
端，做好“流量经营”，是关乎运营商生死存亡的问题，是掌控产业链的关键。 最后
根据这些问题分别从网络和 IT 策略、大数据策略、服务营销策略、云端策略、大连接
策略等方面给出建议和参考。希望通过本文的研究，使河北移动能够明确发展策略和方
向，发现发展中的问题，找到应对策略，不断巩固区域内的经营领先优势

关键词：流量经营 河北移动 策略 SWOTIV
Abstract
With the development of communication technology, the development of mobile Internet
and the change of consumer demand, the demand for voice service of telecom operators has
been gradually reduced. The growth rate of traditional telecom services has been declining.
The rise of various Internet services has changed the user&39;s life style. , Such as instant
messaging software WeChat, qq and other triage of SMS and voice services, telecom
operators to seek long-term sustainable development, began to find new revenue growth
point.
December 2013, the Ministry of Industry for China Mobile, China Unicom, China
Telecom issued a TD-LTE license, 4G license marks the new business applications based on
flow management has become the operator&39;s business focus. At present, the flow business
revenue even surpassed the voice business revenue. In China, telecom restructuring after the
increasingly fierce market competition, especially in the field of mobile communications, in
order to compete for customer market share, the three operators broke out a serious price war,
quickly pulled down the value of the telecommunications industry. In this context, in response
to the fierce competition from outside the industry and heterogeneous challenges outside the
industry, telecom operators have launched a transition strategy, one of the important elements
is the traffic management to traffic management transformation, in the process , Operators
have become the risk of low-value channel, a large number of network resources are
consumed by the rapid outbreak of traffic, showing the phenomenon of traffic growth and
revenue growth is not synchronized before the operator to get rid of the dumb pipe situation
must be re-constructed based on traffic Operation of the intelligent pipeline, which is the key
to the transformation of telecom operators to achieve development.
In this context, Hebei Mobile as the object, the study of Hebei Mobile data flow
management status, Based on SWOT analysis of Hebei mobile flow management and PEST
analysis of development environment, it is considered that operators will transform their
targets Focus on the flow management and create a polymerization platform, and that
flow management is the operator in the mobile Internet era of core competitiveness lies.V
Unlike voice calls and broadband operation, flow management is a new proposition for
telecom operators to transform information carriers. It is the key to adapt to the development
of mobile Internet, grasp the opportunity of mobile Internet development and change the role
of plumber in the Internet areas.
Hope that through this research, Hebei Mobile can clarify the development strategy and
direction, discover the development problems, find effective strategies, continue to
consolidate the region&39;s leading business advantage.
Key Words: Date Flow Operation, Hebei Mobile, Strategy, SWOTVI
目 录
摘要......III
Abstract.....IV
1 绪论.......1
1.1 选题背景........... 1
1.2 研究目的及意义.....2
1.3 国内外流量经营发展现状.........3
1.3.1 欧美运营商发展现状.........3
1.3.2 国内发展现状... 3
1.4 研究内容和方法.....3
1.4.1 研究内容.......3
1.4.2 研究方法....... 4
2 国内外流量经营分析.....6
2.1 欧美运营商的流量经营策略.......6
2.1.1 Vodafone 的四轮驱动流量经营策略 ........ 6
2.1.2 AT&T 不断开拓内容领域 ...... 6
2.1.3 Verizon 在内容和广告上的共同开发 ....... 6
2.1.4 西班牙电信的平台化、生态化发展.........7
2.1.5 T-Mobile 的“Un-carrier（去电信化）”策略 ..........8
2.2 中国三家运营商的流量经营策略 ..8
2.2.1 中国移动构建智能管道.......9
2.2.2 中国联通聚焦于流量套餐设计.9
2.2.3 中国电信借助于翼支付和融合套餐推进流量经营........10
3 中国移动河北公司流量经营现状与发展环境研究....11
3.1 河北移动简介 ..... 11
3.1.1 业务简介......11
3.1.2 组织结构......11
3.1.3 总体战略......12VII
3.2 河北移动流量经营现状..........12
3.3 河北移动流量经营发展环境分析..13
3.3.1 政策环境......13
3.3.2 经济环境...... 15
3.3.3 社会文化环境..15
3.3.4 技术环境......15
3.4 河北移动流量经营的 SWOT 分析....16
3.4.1 流量经营的优势 16
3.4.2 流量经营的劣势17
3.4.3 流量经营的机会20
3.4.4 流量经营的威胁 20
4 河北移动流量经营策略..22
4.1 河北移动流量经营策略概述......22
4.1.1 网络和 IT 支撑策略.........22
4.1.2 利用大数据做好流量经营....22
4.1.3 利用服务营销做好流量经营..23
4.1.4 做好云端内容，确保流量经营有源头......23
4.1.5 大连接战略保障后期流量经营23
4.2 流量经营的网络和 IT 支撑策略....23
4.2.1 网络建设策略... 23
4.2.2 推进 PCC 流量管控...........23
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