摘要：对于通信产业来说，传统业务的衰退是全世界所面临的共同问题。在全球范围来看，通信传统的优势业务——语音和宽带接入业务，已经发展到了产业的顶峰时期，预期收入不断下滑，中国的几大通信运营商也面临同样的这个问题。因此，通信行业急需进行产业转型。而媒体化成为其中重要的利益诉求点。中国移动在媒体化的道路上已经探索很多年，从手机音乐、手机报到手机阅读、手机游戏、手机电视等，中国移动的媒体内容不断地扩展。在中国移动这些年的努力之下，增值业务在中国媒体总营收入的比例逐年增大，这是诸多媒体业务共同做出的贡献。但是隔行如隔山，虽然中国移动的媒体化之路比较的顺利但是仍然出现诸多问题。本文就中国移动媒体化道路上的一个个脚印和目前仍存在的问题展开讨论，从而看出中国移动媒体化所遇到的瓶颈以及变革。

关键字：中国移动  媒体化  手机媒体

Abstract: For the communication industry, the decay of the traditional service is the common question the whole world faces. In the global scale, the preponderant services of traditional communication industry - - voice and the broadband access service, have already developed to the peak period, making the expected profit dropped unceasingly,. Likewise, other communication operators in China also face the similar problem. Therefore, the communication industry needs an urgent transform. During which the metallization is the most important appeal point.  China Mobile has already explored for many years on the road toward metallization. From the handset music, mobile newspaper, handset read to the handset game, the handset television and so on, the content of China Mobile’s media service has expanded continuously. With the hard work of China Mobile on the media service, the proportion the Value Add Service accounts for in the whole media industry in China has been increasing year by year. This is the contribution made by multiple media industries together. But there exists disparities among different industries. Although China Mobile’s metallization is relatively successful, it still has many problems. This paper aims to make an analysis of every step China Mobile makes on the path toward metallization and will discuss its existing problems, so as to find the bottlenecks and revolutions China Mobile faces in it is process of metallization.

Key word:    China Mobile    metallization    mobile phone media

随着中国国民经济的较快增长，信息产业的不断发展，互联网业务迅速增长，这给中国移动带来了巨大机遇。中国移动媒体化的过程无疑是通信公司媒体化的一个典型案例。他们坚持理性竞争，不断的探索新的模式，同时发挥品牌差异化的优势，这样的理念进一步巩固了他们的竞争力。虽然中国移动的媒体化之路仍然还有很多困难和瓶颈，但是我相信中国移动不断探索进的精神一定会跨过道道难关。