本文選題：“天翼”電信　切入點：品牌營銷　出處：《北京郵電大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 電信重組和3G時代的到來,給中國電信帶來了嚴峻的挑戰(zhàn)。目前中國電信是全國最大的全業(yè)務(wù)運營商,在這種新形勢下,積極整合自身優(yōu)勢,率先推出“天翼”互聯(lián)網(wǎng)手機,站在了國內(nèi)3G業(yè)務(wù)的最前沿。 論文以市場營銷理論為基礎(chǔ),運用SWOT、PEST等環(huán)境分析工具,通過對“天翼”品牌營銷戰(zhàn)略的外部宏觀環(huán)境進行分析,認為中國電信在技術(shù)、網(wǎng)絡(luò)、服務(wù)、市場上均占有有利條件,率先推出“天翼”互聯(lián)網(wǎng)手機是明智之舉,在3G市場上占盡先機。 而“天翼”品牌營銷戰(zhàn)略可圈可點,與固定電話進行捆綁營銷,充分利用自身在固定電話方面的優(yōu)勢,號碼預(yù)約,買手機送話費等活動的推出,不但為“天翼”吸引來更多的用戶群,更是對競爭對手產(chǎn)生巨大壓力,中國電信以優(yōu)質(zhì)服務(wù)為依托,在服務(wù)上爭取盡善盡美。整套營銷策略以資源、競爭、服務(wù)為根本,確立競爭優(yōu)勢。在對中國電信內(nèi)蒙古分公司推廣“天翼”的外部環(huán)境進行PEST分析和SWOT分析的基礎(chǔ)上,從產(chǎn)品、定價、渠道、促銷等營銷策略以及組合營銷策略等角度給出營銷及支撐系統(tǒng)建設(shè)的建議。
[Abstract]:The telecom reorganization and the arrival of the 3G era have brought severe challenges to China Telecom. At present, China Telecom is the largest full-service operator in the country. Under this new situation, it actively integrates its own advantages and takes the lead in launching "Sky Wing" Internet mobile phones. Standing at the forefront of domestic 3G services. Based on the marketing theory, this paper analyzes the external macro environment of "Tianyi" brand marketing strategy by using SWOTO pest and other environmental analysis tools, and points out that China Telecom has favorable conditions in technology, network, service and market. The first to launch the "Sky Wing" Internet phone is a wise move, in the 3G market to take the lead. And the "Tianyi" brand marketing strategy can be remarkable. It can be bundled with fixed phones to make full use of its own advantages in fixed phones, such as number booking, mobile phone payment, and so on. Not only to attract more users to "Sky Wing", but also to exert great pressure on competitors. China Telecom relies on quality services and strives for perfection in its services. The whole marketing strategy is based on resources, competition and service. Establish competitive advantage. On the basis of PEST analysis and SWOT analysis on the external environment of China Telecom Inner Mongolia Branch to promote "Tianyi", from the product, pricing, channels, The suggestions of marketing and supporting system construction are given from the angle of marketing strategy such as promotion and combination marketing strategy.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F626

【引證文獻】

相關(guān)碩士學(xué)位論文 前2條

1 劉波;中國電信天翼品牌營銷戰(zhàn)略研究[D];內(nèi)蒙古大學(xué);2011年

2 金媛媛;品牌推廣及其應(yīng)用性研究[D];南京林業(yè)大學(xué);2010年

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本文編號：1634999