本文關(guān)鍵詞：關(guān)于建立移動(dòng)通信市場(chǎng)營(yíng)銷(xiāo)管理體系的研究　出處：《吉林大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

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【摘要】：我國(guó)通信市場(chǎng)是一個(gè)知識(shí)密集型和科技密集型的高新技術(shù)市場(chǎng)。伴隨著現(xiàn)代市場(chǎng)經(jīng)濟(jì)的不斷發(fā)展，企業(yè)之間的競(jìng)爭(zhēng)以及市場(chǎng)空間的競(jìng)爭(zhēng)已經(jīng)日益激烈，在社會(huì)信息化這一發(fā)展趨勢(shì)下，3G時(shí)代、移動(dòng)娛樂(lè)、移動(dòng)辦公和移動(dòng)電子商務(wù)已成為業(yè)務(wù)應(yīng)用的主導(dǎo)。隨著移動(dòng)通信業(yè)務(wù)的不斷發(fā)展、市場(chǎng)的不斷壯大，為了能在市場(chǎng)上占據(jù)主導(dǎo)地位，三大移動(dòng)通信運(yùn)營(yíng)商之間的競(jìng)爭(zhēng)越來(lái)越激烈，其最重要也是最突出的表現(xiàn)就是三者之間的價(jià)格競(jìng)爭(zhēng)不斷。價(jià)格戰(zhàn)的產(chǎn)生和不斷升級(jí)對(duì)我國(guó)移動(dòng)通信市場(chǎng)的發(fā)展造成了極大的影響。為確保以客戶(hù)為主導(dǎo)的需求營(yíng)銷(xiāo)渠道暢通，解決市場(chǎng)中這種不良競(jìng)爭(zhēng)現(xiàn)象，本文通過(guò)博弈論的方法來(lái)對(duì)市場(chǎng)競(jìng)爭(zhēng)者進(jìn)行分析研究，，從而提出構(gòu)建完善的移動(dòng)通信市場(chǎng)營(yíng)銷(xiāo)管理體系的策略。 首先，通過(guò)對(duì)國(guó)內(nèi)移動(dòng)通信市場(chǎng)發(fā)展現(xiàn)狀的分析，來(lái)確定本文的選題背景、意義以及研究思路，并且通過(guò)對(duì)市場(chǎng)營(yíng)銷(xiāo)相關(guān)理論知識(shí)和博弈論分析模型的研究學(xué)習(xí)來(lái)為全文的書(shū)寫(xiě)奠定總體框架和理論基礎(chǔ)。 其次，通過(guò)對(duì)我國(guó)移動(dòng)通信市場(chǎng)發(fā)展特點(diǎn)和發(fā)展趨勢(shì)的研究，結(jié)合市場(chǎng)活動(dòng)的細(xì)分方法，得出在營(yíng)銷(xiāo)市場(chǎng)活動(dòng)中可能存在的問(wèn)題。針對(duì)這些問(wèn)題，聯(lián)系國(guó)內(nèi)目前移動(dòng)市場(chǎng)的主要競(jìng)爭(zhēng)形式，通過(guò)伯川德模型和卡特爾模型的分析研究，得出市場(chǎng)競(jìng)爭(zhēng)中合理解決“囚徒困境”的方法。 最后，通過(guò)上面對(duì)中國(guó)移動(dòng)通信市場(chǎng)的分析研究，結(jié)合博弈論分析模型，在詳細(xì)研究市場(chǎng)營(yíng)銷(xiāo)管理體的基礎(chǔ)上，提出構(gòu)建和完善中國(guó)移動(dòng)通信市場(chǎng)的合理建議，同時(shí)給出了市場(chǎng)管理體系的相關(guān)管理流程和注意事項(xiàng)，從而更加完善的解決了目前我國(guó)移動(dòng)通信市場(chǎng)存在的惡性競(jìng)爭(zhēng)問(wèn)題，順應(yīng)了時(shí)代的發(fā)展。
[Abstract]:China's telecommunications market is a market of high-tech knowledge intensive and technology intensive. With the development of modern market economy, the competition between the enterprises and the market competition has become increasingly fierce, in the information society the development trend, 3G era, mobile entertainment, mobile office and mobile e-commerce has become the leading business applications. With the rapid development of mobile communication services, market expansion, in order to occupy the leading position in the market, the competition between the three major mobile operators in the increasingly fierce, among the most important and outstanding performance is the three price competition. The price war and escalating the development of China's mobile communication market has caused great influence. In order to ensure the customer-oriented marketing channels to solve the market demand, in this unhealthy competition, this paper Through the method of game theory, the market competitor is analyzed and studied, and the strategy of building a perfect marketing management system of mobile communication is put forward.
First of all, through the analysis of the current development of the domestic mobile communication market, to determine the background, significance and research ideas, and through the marketing theory and game theory analysis of learning model to the writing framework and lay a theoretical foundation.
Secondly, through the research on the characteristics and development trend of China's mobile communication market development, combined with the subdivision method of market activity, that may exist in the marketing activities of the problem. To solve these problems, the main competition form contact domestic mobile market, through the analysis of Bertrand model and cartel model, the market competition in a reasonable solution to the "prisoner's dilemma" method.
Finally, through the analysis of the China Mobile communication market, combined with the game theory analysis model, based on a detailed study of marketing management system, put forward reasonable suggestions to build and improve the China Mobile communication market, and gives the related market management system of process and attention, so as to better solve the problem of vicious competition the existing mobile communication market in China, with the development of the times.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F626

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