移动通信类英文毕业论文

移动通信作为一个科技密集型和知识密集型的高新技术产业，在现代市场经济条件下，在竞争空间日趋激烈和社会信息化发展趋势下，必须十分重视市场营销管理，重视市场营销管理体系建设。要充分根据市场需求的现状与趋势，制定计划，合理有效配置资源。通过有效地满足市场需求，来赢得竞争优势，在加快市场营销步伐的同时，努力建立和完善移动通信市场营销管理体系，以不断适应新的发展形势需要。1目前国内移动通信市场营销管理的现状“市场部”这个词走进国内企业还是近几年的事，目前移动通信企业内部所设置的营销部、分销处、运营部、销售部、以及市场管理部等都是市场部的涵盖范围。从分营后的中国移动通信、中国联通、上海光大、电信长城等具有运营资格的运营商来看，中国移动通信市场营销做的比较大，在原先营业厅基础上，又发展了商场、专卖店、量贩等销售形式，给人一种规模和实力的感觉，然而市场知名度高，但市场品牌忠诚度低；中国联通起步晚，但市场经济条件下没有迟到的经营者，只有善于经营的赢家，中国联通采取分销商网络营销的思路引起业内效仿，但诸多不完善的环节也时常引起消费者反应；其它几家运营商尽管营销思路很前卫，但是制约其市场开发的因素较多，市场反应冷淡。可以说，目前移动通信企业市场营销管理是各行其道，短期行为太多，缺乏长远统一的规划。从行业整个市场来看，我国移动通信企业尚未真正掌握专业营销知识和操作技能，就其对市场的态度和行为而言，移动通信企业还处于为完成短期销售目标而采用广告、公关、有奖销售等促销手段为主的促销导向型阶段，尚未达到市场营销导向型阶段。当然，其中原因也有我国通信行业长期处于垄断阶段的因素，广大从业者没有市场危机感。没有市场危机感就不会产生市场营销紧迫感，对市场营销管理的认识和努力只是在竞争机制下才有所转变。就移动通信行业进入市场经济状态的时间和目前市场供需关系的状况看，从业者的观念和认识的迅速提高要靠调查、分析、预测、营销企划等方式来引导、开拓、扩大和满足广大消费者对其服务的需求来完成，进而达到企业整体长远的营销目标的实现，尽管尚须时日，但这是市场营销的需求和必然发展趋势。从市场发展规律来看，卖方市场到买方市场的转变往往是在市场开始竞争之时，对竞争日渐激烈的移动通信业而言，具有前瞻性目光的人士早已看到，初露端倪的买方市场正在形成。如何适应市场、创造市场，是移动通信企业面临的带有战略性的问题。移动通信商们应该清醒认识到，拥有目前的市场并不完全意味着必然占有市场，还必须依靠行之有效的方式去进行市场拓展，发展市场，创造市场，这个行之有效的方式就是建立和完善企业的市场营销管理体系。2市场营销管理体系的组成和细分从事过营销的人都知识，市场营销的表现是市场管理，市场营销管理的实质是需求管理。企业在开展市场营销的过程中，一般要设定一个在目标市场上预期要实现的交易水平。然而，实际需求水平可能低于、等于、或高于这个预期的需求水平，换言之，在目标市场上，可能没有需求、需求很小或超量需求，市场营销管理就是要对付这些不同的需求，市场营销管理体系就是要对市场营销管理进行科学有效组合。根据移动通信行业自身特点以及市场的发展情况来看，移动通信市场营销管理体系应包括五个方面：(1)市场需求管理；(2)市场营销网络管理；(3)市场推动管理；(4)市场营销环境管理；(5)市场营销组织管理。这个市场营销管理体系就是通过创造建立和保持与目标市场之间的有益交换和联系，以实现移动通信企业的各种目标并进行分析、计划、执行和控制的市场营销指挥系统，可以说，这个系统不仅是定价、分销、促销等单一活动的职能行使，而是一个目标市场运作的中枢神经系统，通过这个系统，企业不断观察市场，发现和评估各种变化因素，然后反馈企业，作为企业制定新战略和行动计划的基础，然后运用新的修正过的行动来消除阻碍目标实现的因素，并观察评价客户和竞争对此作出的反应，然后再反馈到企业使企业再次形成新的战略修正方案推向市场，这样形成良性循环，以达到不断适应市场，创造市场的目的。就移动通信市场营销管理体系的五个组成部分而言，既有机地结合，又独立工作，每一部分又包涵着丰富的细分内容。市场营销需求管理细分我们知道，市场营销管理的实质是需求管理。根据市场需求水平、时间和性质不同，市场需求一般有八种不同状况：(1)负需求；(2)无需求；(3)潜伏需求；(4)下降需求；(5)不规则需求；(6)充分需求；(7)过量需求；(8)有害需求。从市场的组成要素人口、购买力、购买欲望来看，目前移动通信市场需求状况基本处于充分需求和潜伏需求的阶段，是市场开拓者应好好把握的大好时机。市场营销需求管理就是要对市场的需求状况进行有效管理，充分做好市场调查研究，深入市场，广泛了解客户、顾客、分销商、供应商以及广告反应、行业信息、营销网络、促销效果等有关业内的综合情况，广泛搜集市场信息，摸准市场的变化，找准潜在市场及市场盲区和死角，做出详尽属实的市场调研分析报告，以便企业的企划者以此制定市场营销企划方案，制定新业务计划。可以说，市场营销需求管理是企业营销工作的一双眼睛。一般来说，市场营销需求管理包括目标市场分析和市场目标分析两个方面。(1)目标市场影响移动通信目标市场的因素较多，从市场定位、营销策略、促销政策、广告方式、产品价格、产品包装及外形到技术先进程度、购买形式、服务态度、营销网络建设、售后服务等方面都要认真考虑。目标市场变化不断，移动通信运营商也要依据市场的变化不断变化营销管理思路。从手机市场上我们可以看到，手机从当初的组织消费购买到如今的私人消费购买为主，目标市场的变化也引起供应商的努力，摩托罗拉从当初以行政机关领导为主到现在形色多样的各种层次手机，正是目标市场使然。移动通信商要在研究目前目标市场的综合情况时，不断把目光投向市场的新变化，进行市场细分与目标市场新选择，准确把握和预测市场需求的发展动态，才能做到有的放矢。(2)市场目标那些收入稳定、有一定的经济实力和地位的人群，固然是市场目标，但这些人早已是手机的拥有者，移动通信商关注的是新增长的消费层和高消费层新的消费变化。市场永远在变化，所有稳定都是暂时的，移动通信市场也不例外。不同的消费者有不同的变化，从行政机关公务员、企业老板到小业主、企业白领阶层、打工仔，不同年龄不同性别，需求不同，变化也不同，兴趣爱好各异，审美观点有别，需要市场开拓者仔细研究，区别对待，进行准确市场定位。这一点我们从外企的情况可以看出，摩托罗拉手机以厚重大方为主，为行政机关人员和高级管理者所看重；诺基亚以专业公司著称，倡导科技以人为本，平均不到一周时间推出新款，其先进的形象对新潮时尚人士和高级知识分子具有较强吸引力，而在全国各大媒体统一推出的《专业、全面、关怀》系列宣传篇，更是把诺基亚推向大众化市场；爱立信则以灵巧方便为高级商务人士所青睐；飞利浦更是以外形美观色彩明快吸引着广大青年消费者。我国的科键、波导、康佳则以工薪阶Mobile communications as a technology-intensive and knowledge-intensive high-tech industries, in a modern market economy, the space in the increasingly fierce competition and social development trend of information technology, we must attach great importance to marketing management, attention to marketing management system. To fully meet market demand the status and trends, planning, rational and efficient allocation of resources. To effectively meet the market demand, to gain a competitive advantage in accelerating the pace of marketing at the same time, efforts to establish and improve mobile communications marketing management system to continuously adapt to the new development of the situation. 1 domestic mobile communications marketing management status "Market" or words into the domestic enterprises in recent years, the current mobile communication enterprises set up by the marketing, distribution, the Ministry of operations, sales and market management, and so are the Department of the Ministry of the coverage of the market . From the camp after China Mobile, China Unicom, the Shanghai Everbright, telecommunications operators, such as the Great Wall of qualified operators, China Mobile Marketing to do more, in the original business on the basis of the Office and the development of shopping malls, Stores, hypermarkets and other forms of sales, gives people a sense of size and strength, but the market well-known, but the market is low brand loyalty; China Unicom late start, but not under market economy conditions late for the operators, only good at business The winner, China Unicom network marketing distributors to take the ideas from the industry to follow, but many imperfections often caused part of the response of consumers; several other carriers despite the very avant-garde marketing ideas, but restricted their market development than the factors , The market cold. It can be said that the current mobile communication business marketing management is Gexingqidao, too much short-term, long-term lack of unified planning. From the industry look at the entire market, China's mobile communication business has yet to truly master professional knowledge and operating skills marketing, on his attitude and behaviour of the market, the mobile telecommunications sector is still in the short-term sales target for the completion of using advertising, public relations, sales crossword , And other promotions based marketing-oriented stage, have not yet reached the market-oriented marketing stage. Of course, the reasons for China's communications industry has a monopoly stage of the long-term factors, the majority of market practitioners no sense of crisis. No market will not have a sense of crisis on the marketing sense of urgency, the market knowledge and marketing management efforts in the mechanism of competition only if they changed. On the mobile communications industry into the market economy status of the time and the market supply and demand situation, the practitioners of the concept and awareness of the rapid increase to rely on investigation, analysis, forecasts, marketing and other ways to guide the planning, development, to expand and meet the majority of consumer To demand for its services to complete, thereby achieve their overall long-term goal of marketing, despite the need to be given time, but this is the marketing needs and inevitable trend. From the development of the market, a seller's market to a buyer's market is often the changes in the market when the competition began, the increasingly fierce competition in the mobile communications industry, are forward-looking vision of people already see emerging is a buyer's market Formation. How to adapt to the market and create markets, is facing the mobile communications companies with strategic issues. Mobile communications have to be clearly recognized that the current market has not fully occupy the market will inevitably mean that, we must rely on effective ways to conduct market development, market development, market creation, the effective ways is to build and Improve enterprise marketing management system. 2 marketing management system and the breakdown of the composition Engaged in the marketing people have the knowledge, marketing is the performance of market management, marketing management, in essence, is demand management. In carrying out marketing enterprises in the process, to set a general target market in order to achieve the expected level of transactions. However, the level may be lower than actual demand, equal to or higher than the expected level of demand, in other words, the target market, may not demand, needs little or excessive demand, marketing management is to deal with these different needs, Marketing Management System is to the marketing management of scientific and effective combinations. According to the mobile telecommunications sector of its own characteristics and the development of the market situation, mobile communications marketing management system should include five areas: (1) market demand management, (2) marketing network management, (3) market-driven management, (4 ) Marketing environment management, (5) marketing organization and management. The marketing management system is established and maintained through the creation of target markets and between the exchange and useful links, mobile communication enterprises in order to achieve the objectives and analysis, planning, implementation and control of the marketing chain of command, it can be said that this System is not only pricing, distribution, marketing and other activities of the functions of a single exercise, but a target market operation of the central nervous system, through this system, enterprises have continuously observe the market, the detection and assessment of the changes, and then feedback enterprises, as enterprises develop New strategies and action plans based on, and then use the new revised action to eliminate obstacles to achieve the objectives, and to observe and evaluate customer response to this competition, and then back to the enterprises so that enterprises once again to form a new strategic programme that Into the market, such a virtuous circle, constantly adapting to the market to achieve, the purpose of creating the market. Marketing on the mobile communication management system of five components, the combination of both, working independently, each part also includes a breakdown of rich content. marketing demand management breakdown We know that marketing management is the essence of demand management. According to market demand, time and a different nature, the general market demand has eight different conditions: (1) negative demand (2) No demand, (3) latent demand (4) decreased demand (5) irregular demand; (6) the full demand (7) excessive demand (8) harmful demand. From the constituent elements of the market, purchasing power, the desire to purchase, the current mobile communication market demand situation is basically in full demand and potential demand for the stage, the market should take full advantage of the pioneers of opportunity. Marketing is to manage demand in the market demand for effective management, to make full market research studies, in-depth market, broad knowledge of clients, customers, distributors, suppliers and advertising response, industry information, marketing network, promotional effects On the comprehensive situation of the industry, extensive collection of market information, Mozhun market changes, and identify potential markets and market blind spots and dead ends, make a detailed analysis of the case of market research reports in order to enterprises are planning to develop marketing planning programme, The development of new business plan. It can be said that marketing needs of enterprise marketing management is the work of the pair of eyes. In general, marketing demand management, including the target market analysis and objective analysis of two aspects of the market. (1) target market Impact of mobile communications market factors more objective, market positioning, marketing strategy, promotion policies, advertising, product prices, product packaging and appearance to the advanced level of technology, purchase forms, service and marketing network construction, service and other aspects To seriously consider. Target market changes constantly, mobile communication operators to market changes based on the changing marketing and management ideas. From the phone on the market, we can see that the phone from the original purchase of consumer organizations to today's mainly the purchase of private consumption, the target market also caused changes in the supplier's efforts, Motorola from the original mainly in the executive leadership to diverse now Xingse Various levels of mobile phones, the result is the target market. Mobile communications have to study the current target market in the comprehensive situation, keep eyes on the new changes in the market, market segmentation and target market of new options, accurate grasp of market demand and projected developments can be targeted. (2) target market Those who are stable, have a certain economic strength and status of the crowd, of course, is the target market, but these people have long been the owner of a mobile phone, mobile communications are concerned that the new growth of consumption and high consumption of the new changes in consumption. The market will never change, and stability are all temporary, mobile communications market is no exception. Different consumers have different changes, from the administrative organs of civil servants, owners of small business owners, corporate white-collar class, wage earners and age groups of different sex, different needs, different changes, different hobbies, aesthetic views are different, the needs of the market Portland careful study and treat them differently, accurate market positioning. This is the situation we can see that foreign invested enterprises, Motorola mobile phones mainly to heavy generous, for the executive officers and senior managers by value; Nokia to a professional company, science and technology to promote people-centered, less than a week the average time a new , Of its advanced image of the futuristic and intellectuals have strong appeal, and the reunification of the country the major media's "professional, comprehensive and caring" series of promotional articles, Geng Shiba popular Nokia push the market; love Ericsson while ingenious convenient for senior business people favor; Philips is a more attractive appearance bright colors to attract a large number of young consumers. China's key Branch, Bird, Konka while working order

1Wireless technology was little more than just a distant idea for the majority of ordinary consumers ten years ago. However, it has exploded over recent years with the use of 3G phones and wireless home computing increasingly would be foolish to suggest that wireless communication has reached its peak. Whilst mobile phones and home computing will continue to be the major focus in the quest for ever increasing sophistication within the technology, new applications are emerging company, Securecom Technologies, based in Ireland, have been at the forefront of harnessing wireless technologies in the area of personal safety. They already have a number of products in the marketplace designed to enable users to activate an alarm signal to a remote emergency centre wirelessly. Their Benefon range of applications are used by vulnerable elderly people, lone workers and VIPs to increase their sense of security and ability to effortlessly get in touch with help at the touch of the are now in the process of developing PERUSE1, which stands for 'Personal Safety System Utilising Satellite combined with Emerging Technologies'. The Peruse project will develop a Wireless Personal Alarm (WPA) solution which will be carried by or worn on a person and will allow the user to summon help at the touch of a button. When the alarm has been activated, the WPA will transmit a low power signal to a satellite communications headset which will forward a message to an authorised number. This will include the identity of the person in distress, as well as their current location. However, the ingenuity of the technology goes further as it will also have the potential to transmit the user's current state of health and local environmental is envisaged that the recipient of the users SOS signal will be a fully equipped Emergency Monitoring Centre to whom the user will have previously given full instructions as to the steps they would wish to have the Centre take on their behalf in the event of an are two core components that are in the development phase. The wireless personal alarm (WPA) and a 'dongle' which provides the handset for satellite communication use which will have a low power wireless link to the important issues here are that the two components will need to take into account size, cost, accuracy of location and battery autonomy. The main benefits will be that the device will be able to be worn or carried on a person discreetly. This makes it ideal for professions such as personal security, where the ability to communicate a message quickly and without fuss can often be of paramount importance. It will herald a new era in satellite communication. No longer will the user have to tap a keypad to enter a number nor will they have to move the handset for optimal signal strength prior to sending an emergence message. This technology will be invaluable to professions such as mountain rescue and will also be a tremendous benefit to those who enjoy hiking and climbing in the course of their leisure pursuits where conventional mobile phone technology can often be rendered are currently no known competitors for this potentially life saving technology for which Securecom has filed for both Irish and European Patent Applications. Prototypes have already been manufactured and pilot programmes and laboratory tests are well under (Ultra Wide Band)2 is another example of emerging wireless technology. Alongside traditional wireless uses, UWB can also detect images through solid objects, such as people on the opposite side of a wall. This has led to an equal number of supporters and UWB can be used for consumer applications in a similar fashion to Bluetooth technology such as cable elimination between a PC and its peripheral equipment, the more interesting applications focus on its 'radar 'like imagery. These applications could be used to find people trapped in a burning building, locating hostages and captors behind a thick wall and finding objects such as those that might be buried in the ground. Heightened security at airports and other public buildings can use UWB technology to detect weapons on people and bombs in luggage and packages. In this age of heightened security, post 9/11, the benefits of this emerging technology should not be few companies have started to develop UWB products, including XtremeSpectrum, Time Domain and Aether Wire. XtremeSpectrum is developing products to enable the sending and receiving of multiple streams of digital audio and video for both battery powered and other consumer devices such as digital cameras, DVDs, DVRs, camcorders, MP3 players and set top boxes. Time Domain has developed a UWB chip set targeting three core technologies: wireless communication, precision location and tracking, and high definition portable radar whilst Aether Wire is working on miniature, distributed-position location and low data-rate communication devices. One of its goals is to develop coin sized devices that are capable of localisation to centimetre accuracy over kilometre , privacy violation is one of the major concerns of the technology's opponents. Any technology that can 'see' through solid objects can be used for illegal purposes as well as legitimate ones. In theory, a UWB-enabled system could 'look through' the walls of a house to locate valuable objects and could detect when the occupants are not at home. Supporters, however, could rightly point out that this is a dilemma shared by many technologies that are used to enhance public safety - the juggling act between increased security versus decreased personal freedom. It could be argued that baggage searches at airports via x-ray and metal detection are common examples of us giving up privacy for better security, a price most people are willing to other area is more at the forefront of the emergence of innovation in wireless technology than space exploration. Future missions to nearby planets like Mars will require space communication technologies that can provide an interplanetary satellite and navigation infrastructure via space systems that are far more compact and efficient than seen ever before. A longer term commitment will be necessary to resolve the challenges of efficient planetary communication due to the increase in distances involved as space exploration ventures further out into the solar system. To support planetary exploration, techniques developed for Earth-bound usage will be transferred to other planets as well. Exploration of Mars, for example, will require a high accuracy positioning capability such as a 'Martian GPS' as an aid to exploratory roving very day, the 'Mars Spirit' space rover continues to send data back to Earth, almost 18 months after it touched down on the red planet, surviving more than 4 times its expected mission length. One day it is highly likely that we may see astronauts walking on Mars carting around wi-fi enabled PCs. In a remote Arizona meteor crater, NASA has already begun testing a mobile wi-fi system that could enable those on a Mars mission to easily deploy wireless data connectivity at a transmission rate of just more than a megabit per second over a 2 square mile area, and then change that coverage area at will through the use of mobile access points, making it entirely feasible to explore different terrain on any given Networks3 developed the technology which NASA has adopted whereby the astronauts could have inter-connectivity via a three node mesh network. They would first establish a base communications station near their spacecraft and then set up an Ethernet connection between that base and a main access point. Then each node in the network would pick up its wireless connectivity from the access is still in its infancy and there is some way to go before astronauts would be strutting their stuff on Mars and communicating wirelessly with one and other and with mission control in this , the Mars Spirit space rover is still sending back images and data from the red planet today, relying heavily on wireless technology to do so. It may appear that these vehicles have been designed solely for the purpose of space exploration but closer scrutiny reveals applications that could also be modified and used on Earth. Unlike, say, a car manufacturing robot which knows where and when the engine or body appears on the assembly line, the Mars rovers are working in an unstructured and unknown environment. As a result, the rovers have had to learn about their new home through their own sensors, including a set of nine cameras on each rover. The rovers have two navigation cameras for a 3D view of their surroundings, two hazard avoidance cameras for a 3D view of nearby terrain and panoramic cameras to capture the images of the planet's surface. However, the rovers cannot just look around them, process the images and know where to go. Neither can the mission controllers on Earth grab a joystick and start steering the rovers whilst watching images being beamed back from thousands of miles away. A key reason is processing power. The central processor in each rover has a top speed of 20 MHz. Instead, during the Martian night, while a rover is 'asleep', a team on Earth with much more powerful computers programs its activities for the day ahead, and then sends basic instructions on where to go and how to get there. Along with taking pictures, each rover is examining the planet with several instruments on a robotic arm. The arms have 'shoulder', 'elbow' and 'wrist' joints for manoeuvrability and are equipped with four sensors: a microscopic camera for close up pictures of rocks, an alpha particle x ray spectrometer for determining the mineral content of rocks, another spectrometer for detecting iron and a rock abrasion tool for cutting through the layer of oxidation that forms on the surfaces of Martian rocks. As with the movement of the rovers, the arms are controlled mostly via prepared commands from mission observers have noted that some of these applications may prove useful here on Earth. For example, a robotic arm that doesn't require real time human control might be good for disabled people who use wheelchairs and can't control a joystick with their hands. Using its own sensors, it could reach out and get things for the person in the wheelchair, for addition, a robot that can deal with new and unknown environments might save manufacturers money. In current factories with 'robotic' workers, when the company shifts to making a new product, the whole factory floor has to be reconfigured and the robots reprogrammed to deal with the new arrangement. A robot that could use feedback from sensors to figure out where things are could adapt to changes by itself, saving the company the time and effort of building a new structured environment and reprogramming the all the emerging technologies around and, inevitably, with more to come, the inevitable hurdle will be one of convergence and integration as the IT industry seeks to develop the tools that will be most sought after. Inevitably, there will be winners and , there is no doubt that the wireless phenomenon is reshaping enterprise connectivity worldwide and is definitely here to stay. Business needs information mobility for better customer interaction. Employees will be even more equipped to perform their job functions from their workplace of choice and, though this sounds like utopia, a societal change from office based to 'wherever they feel like being' based might conjure up an horrific vision of the future for company leaders who have enjoyed the traditions of having all their employees working from under the same major issue has to be one of security. There are many issues when it comes to security over wireless networks. Wireless networks do not follow the rules of traditional wired networks. Many times, the signals are carried far beyond the physical parameters they are meant to be controlled within making it easier to intercept signals and capture will also be the question posed of what happens to the have nots? - Those people and developing countries in particular that don't have the resources to wirelessly interact with others. The same thing could be said about the Internet itself but satellites could alleviate that problem far more quickly than the ability to put broadband connections in every office and home throughout the major hurdle has to be that business and society can only adapt at a certain pace. Technology evolves far more quickly and there may be many a product developed for which the demand is not yet there. But the mobile phone and PC market driven by what the consumer wants will determine what the future of wireless there is no question that wireless communication is here to stay and will grow even of the new wireless technologies abound. Consumers are setting up wireless local area networks (WLANS) in their homes. These allow multiple computers to hook up to one fast internet connection or laptop users to connect from the comfort of their sofa or back garden patio. Away from home, 'Hotspots' that permit wireless connection to the internet are popping up everywhere, in book stores, coffee shops, airports and even pubs. Within the next year, airlines are expected to announce the availability of wi-fi during flights. However, until there is increased competition in the market place, this new epoch will be there for the privileged few as opposed to the mass market who will still be relying solely on their mobile phones for wireless connectivity on the move. It remains to be seen whether the new generation of 3G phones has arrived too late to push aside wi-fi and it's even conceivable that mobile phone companies could one day find themselves obsolete unless they look for new ways to attract and retain issues like security, along with the problems of cost, intrusion on privacy and identifying such things as hotspot locations is not going to hold wireless communication and technology back. In the end, there will always be solutions to problems and wi-fi is no different in this Reed, an adjunct professor at MIT's Media Lab in Cambridge, Massachusetts has been studying the future of wireless communications. He draws a comparison with the new wi-fi revolution with that of the 'paperless society' which was often mooted in offices and homes all over the world with the advent of the PC. He said, The market will push us towards a wireless future. People love paper but I can't find a single person who can say that about more wi-fi systems are developed which will, in turn, drive the cost down it will become an increasingly less disruptive way to communicate in the future and it will become very difficult for anything else out there to compete with is used by millions of people every minute. For many people the Internet is a "room" that is situated somewhere behind their computer screens in a cyberspace. Though the Internet exists for about a decade it has become the medium of the new network society. The popular and commercial spreading of the Internet has been exceedingly significant - promoting changes in almost every sphere of human activity and society. From the very beginning of the Internet in 1991, it has completely changed the way firms do business, as well as the way customers buy and use products and services. The Internet gives extra opportunities for marketing. The spreading of the Internet has been so impetuous that it has been the point for well-grounded analysis. The Internet, virtual reality, can or cannot have negative effects on our culture and society? This paper is concentrated on the Internet phenomenon and on the spreading of the Internet culture and its effects on people. The first ideas appeared in the 1950s. In the 1980s, technologies that became the basis of the modern Internet began to spread worldwide. In the 1990s the World Wide Web was used all over the world. The infrastructure of the Internet spread all over the world and the modern world wide network of computers have appeared. It spread amidst the western countries, then came into the developing countries and created a worldwide admittance to communications and data and a digital divide in admittance to this new infrastructure. While studying the amount of Internet users, the Internet had 30 million users on 10 million computers linked to over 240,000 networks in about 100 states. The last figures indicate the fact that International Data Corp values that 40 million people are home web users in the USA in 1999, which consists of 15% of the population. “Le Monde” in 1998 published that 100 million people use the Internet all over the world. Jupiter Communications estimates that active Internet users - 4 to 5 million USA customers - shop regularly on the Internet by 2000, which represents 3% of Internet is a very attractive marketing tool with the possibility to customize pages, as well as new promotional systems, giving firms the possibility of communication and promotion effectively by adapting to consumers’ likings. Interactive traits of the Internet permit asking customers their likings, and then the firm can adapt product offers and promotions to these likings. It provides the effective recruit of new customers. For instance, some car manufacturers ask Internet users for concrete information and in return give potential customers a $1,000 discount coupon or a free CD player coupon. 这里有很多，不知是通讯的具体什么方面，看看这里，找你想要的吧

:21 世纪移动通信技术和市场飞速发展,在新技术和市场需求的共同 作用下,未来移动通信技术将呈现以下几大趋势:网络业务数据化,分组化,移 动互联网逐步形成;网络技术数字化,宽带化;网络设备智能化,小型化;应用 于更高的频段,有效利用频率;移动网络的综合化,全球化,个人化;各种网络 的融合;高速率,高质量,低费用.这正是第四代(4G)移动通信技术发展的 方向和目标.论文关键词:第四代移动通信(4G) ;正交频分复用;多模式终端 一,引言移动通信是指移动用户之间,或移动用户与固定用户之间的通信.随着电子