本文關(guān)鍵詞：吉林聯(lián)通農(nóng)村3G業(yè)務(wù)市場營銷策略研究　出處：《吉林財經(jīng)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：3G是指第三代移動通信技術(shù)，可承載語音與高速數(shù)據(jù)傳輸業(yè)務(wù)。自2009年1月開通以來，3G業(yè)務(wù)發(fā)展迅速，對我國的通信設(shè)備制造業(yè)、終端產(chǎn)業(yè)和信息服務(wù)業(yè)等上下游行業(yè)形成了有力拉動，是中國移動、中國聯(lián)通、中國電信三大通信運營商移動業(yè)務(wù)收入保持快速增長的重要保障。 在3G時代，中國聯(lián)通以其WCDMA網(wǎng)絡(luò)制式所具有的成熟的產(chǎn)業(yè)鏈、豐富的手機終端及高速移動互聯(lián)網(wǎng)接入而具有明顯的發(fā)展優(yōu)勢。運營五年來，聯(lián)通3G客戶快速增長，收入占比持續(xù)提升，在行業(yè)中發(fā)展業(yè)績最優(yōu)。但隨著我國4G時代的到來，中國聯(lián)通的3G發(fā)展必受沖擊而逐步放緩，其所獨有的優(yōu)勢將減弱。因此，在城市發(fā)展4G客戶、引導(dǎo)3G客戶向4G遷移，在農(nóng)村大力發(fā)展3G客戶，將是未來幾年中國聯(lián)通的發(fā)展戰(zhàn)略。本文正是在這樣的發(fā)展背景下，對吉林聯(lián)通農(nóng)村3G的發(fā)需策略進(jìn)行分析與研究。具體思路是：首先從國內(nèi)外3G發(fā)展研究入手，將市場營銷的相關(guān)理論與通信行業(yè)結(jié)合分析，尋找營銷策略相關(guān)理論依據(jù);然后對吉林聯(lián)通3G業(yè)務(wù)總體情況與農(nóng)村的發(fā)展情況進(jìn)行概括分析，找出農(nóng)村3G用戶的消費特點與發(fā)展面臨的主要問題，分析了吉林聯(lián)通的優(yōu)勢、劣勢、機會與威脅;最終定位于農(nóng)村通信市場目標(biāo)客戶，提出吉林聯(lián)通3G業(yè)務(wù)的產(chǎn)品策略、價格策略、渠道策略、促銷策略。 本論文將理論與實踐相結(jié)合，利用科學(xué)分析方法，對相關(guān)的發(fā)展數(shù)據(jù)與調(diào)研數(shù)據(jù)進(jìn)行分析和研究，最終提出農(nóng)村3G業(yè)務(wù)發(fā)展的市場營銷策略。希望本文能為吉林聯(lián)通發(fā)揮優(yōu)勢，規(guī)避劣勢，，實現(xiàn)農(nóng)村3G業(yè)務(wù)持續(xù)健康發(fā)展提供幫助，為未來農(nóng)村4G業(yè)務(wù)營銷策略的制定提供借鑒和參考。
[Abstract]:3G is the third generation mobile communication technology, which can carry voice and high speed data transmission service. Since January 2009, 3G service has developed rapidly, which is the manufacturing industry of communication equipment in China. Terminal industry, information service industry and other upstream and downstream industries have formed a strong pull, which is an important guarantee for China Mobile, China Unicom and China Telecom to maintain a rapid growth in mobile business revenue. In the 3G era, China Unicom with its WCDMA network system has a mature industrial chain, rich mobile phone terminals and high-speed mobile Internet access and has a clear development advantage over the past five years. With the rapid growth of 3G customers, the proportion of revenue continues to improve, the best performance in the industry. But with the arrival of 4G era, the 3G development of China Unicom will be affected and gradually slow down. Therefore, developing 4G customers in cities, guiding 3G customers to 4G migration, and vigorously developing 3G customers in rural areas. It will be the development strategy of China Unicom in the next few years. Jilin Unicom rural 3G development strategy analysis and research. The specific ideas are: first of all, from the domestic and foreign 3G development research, combined with the marketing theory and communications industry analysis. To find the relevant theoretical basis of marketing strategy; Then the general situation of Jilin Unicom 3G business and the development of rural situation are summarized to find out the consumption characteristics of rural 3G users and the main problems facing the development of Jilin Unicom analyzed the strengths and weaknesses of Jilin Unicom. Opportunities and threats; Finally, the paper puts forward the product strategy, price strategy, channel strategy and promotion strategy of Jilin Unicom 3G service. This paper combines theory with practice and uses scientific analysis method to analyze and study the relevant development data and research data. Finally put forward the rural 3G business development marketing strategy. I hope this paper can give full play to Jilin Unicom, avoid disadvantages, and realize the sustainable and healthy development of rural 3G business to provide help. For the future 4G business marketing strategy in rural areas to provide reference and reference.
【學(xué)位授予單位】：吉林財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F626

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