本文關(guān)鍵詞：聯(lián)通NN分公司3G移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)營(yíng)銷(xiāo)策略研究　出處：《廣西大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 3G移動(dòng)互聯(lián)網(wǎng) 波特五力模型 目標(biāo)市場(chǎng)細(xì)分 安索夫矩陣

【摘要】：移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)作為3G網(wǎng)絡(luò)營(yíng)銷(xiāo)當(dāng)中新的收入增長(zhǎng)點(diǎn),近年來(lái)受到運(yùn)營(yíng)商、移動(dòng)互聯(lián)網(wǎng)絡(luò)公司、手機(jī)終端企業(yè)等相關(guān)行業(yè)的廣泛關(guān)注。作為通信運(yùn)營(yíng)商之一的聯(lián)通NN分公司在3G移動(dòng)互聯(lián)網(wǎng)產(chǎn)品的營(yíng)銷(xiāo)過(guò)程當(dāng)中,不可避免的面臨著來(lái)自外界的各種競(jìng)爭(zhēng)威脅。研究聯(lián)通NN分公司3G移動(dòng)互聯(lián)網(wǎng)產(chǎn)品的發(fā)展對(duì)策需要從市場(chǎng)環(huán)境分析入手,從以往對(duì)運(yùn)營(yíng)商發(fā)展策略的分析上看,多數(shù)學(xué)者對(duì)外部環(huán)境的分析往往會(huì)運(yùn)用SWOT理論或者PEST理論進(jìn)行分析,較少使用波特競(jìng)爭(zhēng)模型從競(jìng)爭(zhēng)環(huán)境的角度進(jìn)行分析,但在激烈的競(jìng)爭(zhēng)環(huán)境當(dāng)中,營(yíng)銷(xiāo)策略的制定和提出如果結(jié)合具體競(jìng)爭(zhēng)對(duì)象的特征進(jìn)行分析,將更具有指導(dǎo)意義。 本論文通過(guò)運(yùn)用波特五力競(jìng)爭(zhēng)模型,對(duì)聯(lián)通NN分公司所處的競(jìng)爭(zhēng)環(huán)境進(jìn)行了分析,篩選出對(duì)3G互聯(lián)網(wǎng)業(yè)務(wù)產(chǎn)生具體威脅的競(jìng)爭(zhēng)來(lái)源,并結(jié)合對(duì)聯(lián)通NN分公司3G互聯(lián)網(wǎng)產(chǎn)品的目標(biāo)用戶市場(chǎng)進(jìn)行了細(xì)分和選擇,明確產(chǎn)品的市場(chǎng)定位,區(qū)分出具體目標(biāo)市場(chǎng)所面臨的競(jìng)爭(zhēng)壓力,再運(yùn)用安索夫產(chǎn)品/市場(chǎng)矩陣模型,將這些具體競(jìng)爭(zhēng)對(duì)象在產(chǎn)品種類(lèi)和市場(chǎng)范圍上進(jìn)行了具體區(qū)分,從而提出針對(duì)不同競(jìng)爭(zhēng)對(duì)象所采用的競(jìng)爭(zhēng)和營(yíng)銷(xiāo)策略,為提升NN分公司3G移動(dòng)互聯(lián)網(wǎng)產(chǎn)品市場(chǎng)競(jìng)爭(zhēng)力提供了指導(dǎo)意見(jiàn)。
[Abstract]:As a new revenue growth point in 3G network marketing, mobile Internet business has been by operators, mobile Internet companies in recent years. As one of the communication operators, the NN branch of Unicom is in the marketing process of 3G mobile Internet products. Inevitably facing a variety of competition threats from the outside world. To study the development of 3G mobile Internet products of China Unicom NN Branch needs to start with the analysis of market environment. From the previous analysis of operators' development strategy, most scholars will use SWOT theory or PEST theory to analyze the external environment. Less use of Porter competition model from the point of view of the competitive environment, but in the fierce competition environment, marketing strategy formulation and proposed if combined with the characteristics of specific competition objects to analyze. It will be more instructive. This paper analyzes the competitive environment of Unicom's NN branch by using Porter's five-force competition model, and selects out the specific sources of competition that threaten 3G Internet business. Combining with the market segmentation and selection of 3G Internet products of Unicom NN Branch, this paper clarifies the market positioning of the products and distinguishes the competition pressure faced by the specific target market. Then using the Ansov product / market matrix model, these specific competition objects in the product category and the market scope are specifically differentiated, and the competition and marketing strategies for different competition objects are put forward. In order to enhance the market competitiveness of NN branch 3G mobile Internet products to provide guidance.
【學(xué)位授予單位】：廣西大學(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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