伴随着我国市场经济的深入发展，企业认识到顾客满意能够成为企业盈利的重要因 素，因此，提供让消费者真正需要的产品就显得尤为重要。我国移动通信业在整个通信 业中的地位开始出现质的飞跃，从过去对固定电信业务的补充和延伸，发展到今天对固 定电信业务的挑战，移动通信已经成为整个通信业中发展最快、利润增长最快的亮点。 移动电话的增长率已超过了固定电话的发展速度。 中国移动通信集团一直是中国移动通信行业的领头羊，无论是产品还是服务，都远 远领先竞争对手，最新公布的世界 500 强企业排名中，中国移动通信集团名列第 99 名。 至此，中国移动通信集团已经成为全世界规模最大的通信运营商。2009 年，随着电信 重组的结束，中国的移动通信业新的格局已经形成，电信的 CDMA2000，新联通的 WCDMA，以及中国移动的 TD-SCDMA，假如要按照技术成熟度来分析，中国移动的 TD-SCDMA 是最不成熟的技术，存在很多技术问题，但是，要想在激烈的 3G 大战中 获胜，在技术不占任何优势的情况下就必须通过提供差异化的服务来获得竞争优势。 而公交车定位系统是在综合利用 LTE 技术与 AGPS 技术的一项增值服务，而中国 移动已经公布将在 2010 年 6 月左右正式商用 LTE，因此，对于该产品的商业计划就非 常具有意义。本文在在结合目前最尖端的技术的前提下，针对中国移动通信市场的特点， 结合消费者的需求提出“公交通”产品，该产品是针对广大乘坐公交车的人群的一种产 品，完全迎合了人们的需求，彻底颠覆了人们乘坐公交的传统，只要通过手机轻轻一点， 便会马上知道离自己最近的一班公交在何处，而且不用再为没有两元的零钱而痛苦了， 最后，文章对该项目进行了基于营销组合的分析与 SWOT 分析，笔者相信这款产品会 是一款成功的产品，本文将以中国移动广东分公司为例，选择广州市为样本，尝试对该 产品进行策划。 关键词，移动通信；公交车定位系统；商业计划书Abstract Follows market economy development, the enterprise was realizing that satisfies to the customer can become the enterprise profit the important attribute, tprovides lets the consumer true need the product appears especially important. Our country moves the communication industry to start in the entire communication industry status to present the qualitative leap, and extended from the past to the fixed telecommunication service's supplement, develops to the fixed telecommunication service challenge, the mobile communication already became in the entire communication industry to develop today is quickest, the profit to grow the quickest luminescent spot. Mobile phone's rate of increment has surpassed fixed-line telephone's development speed. China mobile communication group has been China mobile communication profession lead goat, regardless of being the product or serves, by far is in the lead the competitor, the newest announcement's world 500 strong enterprises place, China mobile communication group is 99th. Hence, China mobile communication group already became the world scale biggest correspondence operator. in 2009, along with the telecommunication reorganization's conclusion, China's motion communication industry new pattern already formed, telecommunication CDMA2000, new link's WCDMA, as well as China moves TD-SCDMA, if must defer to the technical maturity to analyze, China moves TD-SCDMA is not the maturest technology, the existence many technical questions occupy any superiority in the situation to through provide the variation the service to obtain the competitive advantage。 But the public transportation positioning system is in the comprehensive utilization LTE technology and a AGPS technology value-added service, but China will move already announced in 2010 official commercial LTE, therefore, has the significance regarding this product's commercial program. This article in the union under the most state-of-art technology's premise, in view of China mobile communication market's characteristic, unifies consumer's demand to propose that at present “the male transportation” the product, this product is aims at rides public transportation's crowd's one product generally, has catered to people's demand completely, subverted the people to ride the public transportation thoroughly the tradition, so long as through a handset spot, then will immediately know gently to a oneself recent class of public transportation in where, moreover did not use again for not two Yuan pocket money, but has been painful, finally, the article has carried on to this project based on the marketing combination analysis and the SWOT analysis, the author believes this model of product to be ableIs a model of successful product. Key words:Mobile-communication; Transportation-positioning; Commercial prospectus目 录 摘要.........................................................................................................................................I ABSTRACT .............................................................................................................................. II 第一章 绪 论............................................................................................................................1 1.1 研究背景和意义.............................................................................................................. 1 1.2 文献综述.......................................................................................................................... 2 1.2.1 相关行业文献综述................................................................................................... 2 1.2.2 本文所用理报告献综述........................................................................................... 9 1.3 研究的主要内容和方法................................................................................................ 12 1.4 本章小结........................................................................................................................ 13 第二章 公司的概况................................................................................................................14 2.1 公司创立的背景............................................................................................................ 14 2.2 公司的企业文化............................................................................................................ 15 2.3 公司的主要产品............................................................................................................ 16 2.4 公司的资源能力............................................................................................................ 16 2.5 本章小结........................................................................................................................ 17 第三章 市场环境分析............................................................................................................18 3.1 宏观环境分析................................................................................................................ 18 3.1.1 经济环境分析......................................................................................................... 18 3.1.2 需求量分析............................................................................................................. 20 3.1.3 自然环境分析......................................................................................................... 21 3.1.4 技术环境分析......................................................................................................... 21 3.2 竞争对手分析................................................................................................................ 22 3.3 消费者行为分析............................................................................................................ 22 3.4 SWOT 分析 .................................................................................................................... 24 3.4.1 SWOT 分析总结...................................................................................................... 27 3.4.2 竞争优势................................................................................................................. 28 3.5 本章小结 ........................................................................................................................ 29 第