现代科技学院首届案例分析大赛案例分析报告书题目：剑指何方——中国移动3G运营之路参赛团队名称：“五”与伦比参赛队长：郑锋参赛组员：林天如，周婕，陆锦宇，李筱璇指导老师：张忠明团队联系方式：13646827504（500537）中国移动3G一、中国移动G3背景篇..............................................................................................................1（一）走进中国移动G3.......................................................................................................11.G3描述.........................................................................................................................12.中国移动G3套餐资费................................................................................................2（二）回顾中国移动3G发展历程......................................................................................3二、中国移动G3运营之分析篇..................................................................................................5（一）中国移动G3品牌发展处境（SWOT分析）..........................................................51.G3运营之优势.............................................................................................................5（1）原有GSM客户资源庞大.............................................................................5（2）TD技术自主创新.........................................................................................5（3）移动G3运营先入为主................................................................................52.G3运营之劣势............................................................................................................6（1）TD与国际网络制式不同.............................................................................6（2）G3终端设备缺乏竞争力.............................................................................6（3）TD技术有待完善.........................................................................................63.G3运营之机遇............................................................................................................6（1）3G市场广阔.................................................................................................6（2）进军固网业务...............................................................................................64.G3运营之威胁：联通、电信跨步前进....................................................................7（二）中国移动3G运营状况以及发展中的问题...............................................................81.中国移动3G运营条件分析........................................................................................82.中国移动公司运营之4CS模型分析........................................................................12三、中国移动3G之运营策略....................................................................................................16（一）降低G3资费............................................................................................................161.优化计费方式.............................................................................................................162.2G与3G捆绑式发展.................................................................................................17（二）3G终端设备产品多元化发展.................................................................................17（三）完善3G技...
