其次，搭建了 SC 移动数据业务深度运营体系的方法论，分析 SC 移动数据业
务深度运营的目的。对 SC 移动数据业务深度运营体系进行了规划和设计，包括搭
建运营组织架构、建立运营机制、细化运营实施内容和建立运营效果保障机制。
通过强化非 KPI 激励，用管理手段引导，推进数据业务运营工作制度化、常态化、
标准化。优化 SC 移动的数据业务运营方法，深化各类应用，提升数据业务价值，
建立了一套可复制、可衍生的数据业务深度运营体系。
最后，通过 SC 移动数据业务运营体系整体构建思路，通过基于客户行为
挖掘的手机阅读业务深度运营和基于渠道运营细分的数据业务感性营销实例
进行论证，从可复制性和实施效益两方面论证了数据业务运营体系的可推广价
值。
研究结论对 SC 移动通信有限责任公司深入开展数据业务运营具有较好的
实践价值，对通信行业和企业也有一定的借鉴意义。
关键词：移动通信,数据业务,运营体系；
ABSTRACT
In recent years, mobile data services in the evolving and promote the gradual
integration of the data services, content and software applications on the terminal.
Mobile terminal gradually replaced by the mass of customers daily necessities, the
mobile phone has become a Swiss Army knife of our lives carry essential. The field of
information and communication is undergoing a disruptive change and continuous
innovation, technology, new businesses are emerging, and accelerate the formation of
new formats. The economic environment in the mobile communications market is
saturated, voice tariffs declining lead to the gradual slowdown of the increase in total
operating revenue of the telecom operators, the total operating income growth of data
and information on business development put forward higher requirements. MBA
managerial economics, marketing, management, operations management, based on the
theory and analysis of domestic and international data business operations overview,
combining the SC mobile data services development status, research carried out
according to the customer lifecycle data services operator, to upgrade a single business
customer value, strengthen business integration, enhance the overall value of data and
information business. Building ideas and measures of the SC depth of mobile data
services, the operating system specific examples, we demonstrate the implementation of
the results. The following research：
First, the analysis of the opportunities and challenges facing China&39;s mobile
communication operators, the study and application of domestic and international data
business operations, SC mobile data services operators and the status quo, in-depth
analysis to identify the SC mobile data business operations existingproblems.
Second, build a methodology of the SC depth of mobile data services, the operating
system, the purpose of the analysis of the depth of the SC mobile data services
operations. The depth of the operating system of the mobile data services in SC
planning and design, to build the framework of the operational organization, establish
operational mechanisms to refine the operational implementation of the content and to
establish operational effect safeguard mechanism. Institutionalized through the
strengthening of the non-KPI incentive management tools to guide and promote data
services operators, normalization, standardization. Optimize mobile data services
operator in SC, and the to deepen various types of applications to enhance the value of
data services, the establishment of the depth of the set can be copied, the data can be
derived from business operations system.
Finally, the by SC of mobile data services Depth operating system as a whole the
Establishment of the mobile phone business based on customer behavior mining depth
operators and based on the breakdown of the data channel operations business
sensibility marketing instances demonstrate replicability and implementation of
effective two demonstrationthe system can promote the value of the data depth business
operators.
Conclusions on the the SC Mobile Communications Co. Ltd. to carry out in-depth
data services operator has good practical value, the communications industry enterprises
have certain referential significance.
Keywords: Mobile communications, data services, operating system
第一章 绪 论
1.1 选题背景
2012 年，中国移动客户规模达到 7.1 亿户，净增客户 6,073 万户，ARPU 由 2011
年 71 元降至 68 元，净增客户 6073 万户，同比下滑 7.4%。中国移动语音收入在营
收中占比下调的同时，对应的则是，数据业务收入占比的提升。 2012 年，中国移
动数据业务收入 1663 亿元,同比增长 19.4%，营收占比由 2011 年的 26.4%提升至
29.7%。
数据业务中，受互联网业务替代影响，短彩信业务收入占比由 8.8%下滑至
7.9%，但短信使用量并没有出现大幅度滑坡。数据显示，2012 年短信使用量为 7445
亿条，对比前两年业绩，2011 年为 7361 亿条，2010 年为 7110 亿条。在中国移动
自身特色业务的方面，中国移动手机邮箱年收入 23.94 亿元，同比增长 55.6%；手
机阅读收入 10.93 亿元，同比增长 74.3%；手机视频、手机游戏收入分别增长了
63.9%、58%。
无线上网业务已成为中国移动收入增长的主要驱动力，其流量比上年增长
187.6%，收入比上年增长 53.6%，营收占比从上年的 8.4%增至 12.2%。其中，移
动数据流量达 2898 亿 MB，同比增长 80%，业务收入同比增长 52.3%，达 665.29
亿元。成为拉动营运收入增长的重要因素。
自 09 年开始，经济环境与移动通信的市场饱和、话音资费不断下降导致总运
营收入增幅逐步放缓，总运营收入的增长对数据及信息业务发展提出更高的要求。
信息化背景下，客户需求远未满足，数据业务发展空间大。国际运营商的行
业经验表明，数据业务收入对 ARPU 贡献不断提升。国内运营商的行业经验表明，
数据业务对维护客户稳定与创造收入的价值巨大，数据业务是差异化竞争的重要
手段，也是实现中国移动信息化战略的重要手段。
1.2 研究意义
回顾数据业务发展，我们已经从简单推送的初级发展阶段进入到关注客户需
求的集中式运营阶段，通过构建省级运营机构，集中运营具有互联网特征的战略
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