發(fā)布時間：2017-12-26 16:14

  本文關(guān)鍵詞：4G背景下LZ電信公司移動業(yè)務(wù)營銷策略研究　出處：《廣西大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 4G LZ電信公司 移動業(yè)務(wù) 營銷策略

【摘要】：2013年12月4日,中國移動、中國電信、中國聯(lián)通獲得了國家工業(yè)和信息化部頒發(fā)的TD-LTE第四代移動通信業(yè)務(wù)牌照(即4G牌照),此舉標志著我國通信產(chǎn)業(yè)正式進入了4G時代。2015年2月27日,中國聯(lián)通和中國電信再獲FDD-LTE牌照,FDD牌照的發(fā)放意味著中國聯(lián)通、中國電信可以憑借著混合組網(wǎng)的技術(shù)優(yōu)勢,在國內(nèi)毫無阻力的大規(guī)模開展4G業(yè)務(wù)運營,全面投入移動通信市場的競爭。可以預(yù)見的是,我國的通信及信息服務(wù)水平將隨著4G的大面積的運營推廣而大幅提升。如何在4G時代,通過細分市場和差異化運營,獲得更多的移動業(yè)務(wù)市場份額,是當前國內(nèi)三大運營商最關(guān)注的核心問題。本文主要關(guān)注LZ通信市場,首先根據(jù)市場營銷的基本理論和方法,用PEST法分析LZ電信公司所面臨的外部宏觀環(huán)境,并通過消費者、行業(yè)和競爭等方面分析微觀環(huán)境。同時結(jié)合SWOT模型分析了LZ電信公司的優(yōu)勢、劣勢、機會和威脅,還對LZ電信公司現(xiàn)行移動業(yè)務(wù)的營銷策略進行了分析,找出LZ電信公司在移動業(yè)務(wù)營銷策略上存在的問題,并提出解決問題的建議：重點在產(chǎn)品、價格、渠道、促銷、服務(wù)、終端等六個方面實施有效的營銷策略。本文闡述的觀點將給LZ電信及國內(nèi)其他省市的通信企業(yè)發(fā)展移動業(yè)務(wù)以積極的指導(dǎo)和借鑒意義。
[Abstract]:In December 4, 2013, China Mobile, China Telecom and China Unicom obtained the TD-LTE fourth generation mobile communication business license (4G license) issued by the Ministry of industry and information technology, which marks the entry of China's communication industry into the 4G era. In February 27, 2015, China Unicom and China China Telecom won the FDD-LTE license, FDD license issuance means China Unicom, the China Telecom can by virtue of the technical advantages of hybrid network in China, no resistance to carry out large-scale 4G business operation, fully put into the competition of mobile communication market. It is foreseeable that the communication and information service level of our country will be greatly improved with the extensive operation and promotion of 4G. How to get more market share of mobile business through market segmentation and differentiated operation in the era of 4G is the core concern of the three major carriers in China. This paper focuses on the LZ communication market. First, according to the basic theories and methods of marketing, we analyze the external macro environment faced by LZ Telecom by PEST method, and analyze the micro environment through consumer, industry and competition. At the same time, combined with the SWOT model to analyze the LZ telecom company's advantages and disadvantages, opportunities and threats, but also the marketing strategy to the current mobile LZ telecom company is analyzed, find out the LZ Telecom Company in the mobile service marketing strategy on the problems, and put forward suggestions to solve the problem: focus on the implementation of effective marketing strategy in six aspects product, price, channel, promotion, service, terminal etc.. The views described in this paper will give LZ Telecom and other domestic and provincial communications enterprises to develop mobile services in a positive direction and reference.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F626;F274

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本文編號：1337937