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摘要
数据流量业务，是指基于GPRS、EDGE、TD-SCDMA、HSDPA、WCDMA、LTE等移
动通信技术上网或使用相关数据增值业务产生数据流量的业务，包括流量资费以
及数据流量产品。随着经济的不断发展、互联网技术突飞猛进，通信企业的竞争
核心从2G时代的“语音+短信”、到3G时代的“终端+数据流量”、再到4G时代的
“数据流量+软件应用”，数据流量业务成为影响运营商发展的关键因素。中国移
动作为传统的行业领跑者，其发展也随着通信技术的变革经历了2G时代的遥遥领
先、3G时代的屡被挑战、4G时代激烈争夺的发展历程。网络制式的限制、互联网
新技术及新产品的诞生，以及提速降费、取消长漫费用等国家政策的引导，运营
商的传统商业模式受到巨大冲击。4G时代，如何在激烈的市场竞争中占据有利地
位，运营商纷纷寻求突破，这种突破聚焦在了4G时代的竞争核心——数据流量业
务
本文将中国移动内蒙古公司的数据流量业务竞争战略作为核心，运用PEST分
析、波特的五力分析模型对企业的外部环境进行全面分析，总结出企业发展的机
遇与威胁；从财务能力、营销能力、人力资源、组织结构、产业链等维度对企业
的内部环境进行分析，总结企业的优势与劣势；综合运用战略管理各学派相关理
论，选择低价竞争战略作为内蒙移动数据流量业务的竞争战略；最终，调配企业
人员、财务、营销、渠道等全部资源，制定战略实施措施，推动数据流量业务战
略全面实施，进而推动数据流量业务良性、正态发展，为企业持续带来利润的同
时助力内蒙经济社会发展
关键词：中国移动内蒙古公司，数据流量业务，竞争战略
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Abstract
Data flow service, it is to point to based on GPRS, EDGE, td-scdma, HSDPA,
WCDMA, LTE mobile communication technologies such as Internet access or use the
relevant data value-added services business data traffic, including flow rates and data
flow. With the continuous development of economy and the rapid development of
Internet technology, communication enterprise's core competition from 2G era voice +
SMS, to the 3G era of terminal + data traffic, and then to 4G era data traffic +
software applications, data flow service become the key factor affecting the
development of operators.China Mobile as a traditional industry leader, its development
also with the change of communication technology has experienced the 2G era ahead,
3G era was repeatedly challenge, competition for the development of 4G era. The
limitation of network system, the new Internet technology and the birth of new products,
and speed up JiangFei, cancel long diffuse expenses such as national policy guidance,
operators of the traditional business model by the huge impact. In the 4G era, how to
gain a favorable position in the fierce market competition, the operators seek to break
through, this breakthrough focuses on the core of the 4G era, the data traffic business.
This article will take the data traffic business competitive strategy as the core of
Inner Mongolia branch of China Mobile, using PEST analysis, porter's five analysis
model of the external environment of enterprises to conduct a comprehensive analysis,
summed up the enterprise development opportunities and threats . From the financial
ability, marketing ability, human resources, organizational structure, industrial chain and
other dimensions to the enterprise's internal environment analysis, summarized the
enterprise's advantages and disadvantages. Using the theory of strategic management,
we choose the low price strategy as the competitive strategy for the data traffic business
of Inner Mongolia. In the end, dispatch the enterprise staffs, finance, marketing, channel
and all other resources, develop strategy implement measures to promote the business
strategy, the full implementation of the data flow and the data traffic business benign
and normal development, help economic and social development of the Inner Mongolia
while continue to bring profits for the enterprise.
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Key words: China Mobile Inner Mongolia company, Data traffic management,
Competitive Strategy.。