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  本文關鍵詞：山東電信手機流量營銷推廣模式研究　出處：《山東大學》2012年碩士論文　論文類型：學位論文

  更多相關文章： 3G 手機上網(wǎng) 體驗營銷 精準營銷

【摘要】：在移動互聯(lián)網(wǎng)發(fā)展以及各運營商全業(yè)務牌照時代,數(shù)據(jù)業(yè)務取代傳統(tǒng)話音業(yè)成為運營商新的利潤增長點的趨勢。為應對新的挑戰(zhàn),各運營商均提出了從話務量經(jīng)營轉向流量經(jīng)營的戰(zhàn)略目標,從傳統(tǒng)的注重用戶規(guī)模轉變?yōu)樽⒅亓髁堪l(fā)展。與規(guī)模發(fā)展的粗放式營銷不同,流量營銷是在流量規(guī)律分析的基礎上,通過對目標用戶進行細分,為不同的用戶分群提供定制化的營銷服務,以滿足用戶差異化的流量需求。通過精準化的流量營銷不僅可以提高營銷效率,還能夠?qū)τ脩袅髁啃袨榧右砸龑?實現(xiàn)用戶流量持續(xù)、穩(wěn)定的增長。流量經(jīng)營是實現(xiàn)從規(guī)模突破轉向健康發(fā)展的重要手段。 山東電信為實現(xiàn)可持續(xù)性發(fā)展,十分重視手機流量經(jīng)營,并已經(jīng)啟動相關工作。但從實際情況來看,在推廣手段、營銷方式和營銷效果方面仍有待提高。手機流量經(jīng)營工作較傳統(tǒng)話務經(jīng)營有較大差異,需要深入探索營銷推廣模式并能夠有效實施,因此本文著重研究手機流量營銷推廣模式,結合工作實際開展深入分析和研究。 本文以電信運營商推廣3G手機上網(wǎng)流量的訴求為目標,選擇手機流量經(jīng)營模式為論述對象,展開了對手機流量經(jīng)營的分析研究。區(qū)別于以往的研究多以單純從大的產(chǎn)業(yè)環(huán)境的角度來分析的方式,著重在營銷模式的實用性和操作性。 本文重點利用體驗營銷和精確營銷理論,結合國內(nèi)外典型手機流量經(jīng)營推廣案例進行分析研究,對山東電信手機流量經(jīng)營模式進行重點分析和設計,并提出有效實施該模式的具體措施,從團隊建設、渠道建設到平臺能力支撐,以及營銷推廣流程均做了詳盡說明,使得營銷推廣模式可復制、可實施、可操作。通過研究山東電信手機流量的推廣模式,對山東電信流量經(jīng)營的開展提供參考依據(jù),對公司新產(chǎn)品推廣、新的營銷模式的建立提供幫助,并能夠提升公司收入、拓展公司新的利潤來源。同時,通過研究手機流量經(jīng)營,能夠找到消費者喜愛的新產(chǎn)品,為公司開發(fā)新產(chǎn)品,滿足消費者需求提供指導思路。
[Abstract]:In the development of mobile Internet and the operators business license, replace traditional voice data services industry operators to become a new profit growth point trend. To deal with the new challenges of the operators were put forward from the traffic management to the strategic goal of traffic management, the development from the traditional emphasis on user scale into focus on flow. The scale development of extensive marketing, marketing is based on the traffic flow rule, broken down by the target user, provide customized marketing services for different user groups, in order to meet the needs of the user traffic differentiation. Accurate traffic marketing can not only improve the efficiency of marketing, but also be able to user traffic behavior to guide, to achieve sustained and stable growth of user traffic, traffic management is to realize. An important means of healthy development from the size of a breakthrough.
Shandong Telecom to achieve sustainable development, attaches great importance to the mobile phone traffic operations, and has started work. But from the actual situation, in the means of promotion, marketing and marketing effect still needs to be improved. Mobile phone traffic operations work than the traditional traffic management has great difference, and marketing model need to explore the effective implementation. This paper focuses on the study of mobile phone traffic marketing mode, combined with the actual work carried out in-depth analysis and research.
In this paper, telecom operators to promote 3G mobile phone Internet traffic demands as the goal, choice of mobile phone traffic business model as research object, carried out analysis of mobile phone traffic management. Different from the previous studies only from large industrial environment perspective, focusing on the marketing mode of practical and operational.
This paper focuses on the use of experiential marketing and precision marketing theory, analysis of the combination of domestic and foreign typical mobile phone business flow promotion case, focus on the analysis and design of Shandong Telecom mobile phone traffic management mode, and puts forward some concrete measures for the effective implementation of the model, from team building, channel construction platform to support ability, and marketing processes are done the detailed description, the marketing model can be copied, can be implemented, can be operated. Through study on the extension model of Shandong Telecom mobile phone traffic, provide reference for development of Shandong Telecom traffic management, to promote the company's new products, build a new marketing model to help, and to enhance the company's income, expanding the company's new the source of profits. At the same time, through the study of mobile phone traffic management, the new product will find a consumer favorite, for the company to develop new products to meet consumer demand to provide Guide the train of thought.

【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F626

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