本文關(guān)鍵詞：山東電信手機(jī)流量營(yíng)銷(xiāo)推廣模式研究　出處：《山東大學(xué)》2012年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 3G 手機(jī)上網(wǎng) 體驗(yàn)營(yíng)銷(xiāo) 精準(zhǔn)營(yíng)銷(xiāo)

【摘要】：在移動(dòng)互聯(lián)網(wǎng)發(fā)展以及各運(yùn)營(yíng)商全業(yè)務(wù)牌照時(shí)代,數(shù)據(jù)業(yè)務(wù)取代傳統(tǒng)話(huà)音業(yè)成為運(yùn)營(yíng)商新的利潤(rùn)增長(zhǎng)點(diǎn)的趨勢(shì)。為應(yīng)對(duì)新的挑戰(zhàn),各運(yùn)營(yíng)商均提出了從話(huà)務(wù)量經(jīng)營(yíng)轉(zhuǎn)向流量經(jīng)營(yíng)的戰(zhàn)略目標(biāo),從傳統(tǒng)的注重用戶(hù)規(guī)模轉(zhuǎn)變?yōu)樽⒅亓髁堪l(fā)展。與規(guī)模發(fā)展的粗放式營(yíng)銷(xiāo)不同,流量營(yíng)銷(xiāo)是在流量規(guī)律分析的基礎(chǔ)上,通過(guò)對(duì)目標(biāo)用戶(hù)進(jìn)行細(xì)分,為不同的用戶(hù)分群提供定制化的營(yíng)銷(xiāo)服務(wù),以滿(mǎn)足用戶(hù)差異化的流量需求。通過(guò)精準(zhǔn)化的流量營(yíng)銷(xiāo)不僅可以提高營(yíng)銷(xiāo)效率,還能夠?qū)τ脩?hù)流量行為加以引導(dǎo),實(shí)現(xiàn)用戶(hù)流量持續(xù)、穩(wěn)定的增長(zhǎng)。流量經(jīng)營(yíng)是實(shí)現(xiàn)從規(guī)模突破轉(zhuǎn)向健康發(fā)展的重要手段。 山東電信為實(shí)現(xiàn)可持續(xù)性發(fā)展,十分重視手機(jī)流量經(jīng)營(yíng),并已經(jīng)啟動(dòng)相關(guān)工作。但從實(shí)際情況來(lái)看,在推廣手段、營(yíng)銷(xiāo)方式和營(yíng)銷(xiāo)效果方面仍有待提高。手機(jī)流量經(jīng)營(yíng)工作較傳統(tǒng)話(huà)務(wù)經(jīng)營(yíng)有較大差異,需要深入探索營(yíng)銷(xiāo)推廣模式并能夠有效實(shí)施,因此本文著重研究手機(jī)流量營(yíng)銷(xiāo)推廣模式,結(jié)合工作實(shí)際開(kāi)展深入分析和研究。 本文以電信運(yùn)營(yíng)商推廣3G手機(jī)上網(wǎng)流量的訴求為目標(biāo),選擇手機(jī)流量經(jīng)營(yíng)模式為論述對(duì)象,展開(kāi)了對(duì)手機(jī)流量經(jīng)營(yíng)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(lái)分析的方式,著重在營(yíng)銷(xiāo)模式的實(shí)用性和操作性。 本文重點(diǎn)利用體驗(yàn)營(yíng)銷(xiāo)和精確營(yíng)銷(xiāo)理論,結(jié)合國(guó)內(nèi)外典型手機(jī)流量經(jīng)營(yíng)推廣案例進(jìn)行分析研究,對(duì)山東電信手機(jī)流量經(jīng)營(yíng)模式進(jìn)行重點(diǎn)分析和設(shè)計(jì),并提出有效實(shí)施該模式的具體措施,從團(tuán)隊(duì)建設(shè)、渠道建設(shè)到平臺(tái)能力支撐,以及營(yíng)銷(xiāo)推廣流程均做了詳盡說(shuō)明,使得營(yíng)銷(xiāo)推廣模式可復(fù)制、可實(shí)施、可操作。通過(guò)研究山東電信手機(jī)流量的推廣模式,對(duì)山東電信流量經(jīng)營(yíng)的開(kāi)展提供參考依據(jù),對(duì)公司新產(chǎn)品推廣、新的營(yíng)銷(xiāo)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(rùn)來(lái)源。同時(shí),通過(guò)研究手機(jī)流量經(jīng)營(yíng),能夠找到消費(fèi)者喜愛(ài)的新產(chǎn)品,為公司開(kāi)發(fā)新產(chǎn)品,滿(mǎn)足消費(fèi)者需求提供指導(dǎo)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(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F274;F626

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