發(fā)布時(shí)間：2018-01-18 10:41

  本文關(guān)鍵詞：洛陽移動(dòng)3G業(yè)務(wù)營(yíng)銷渠道策略研究　出處：《北京郵電大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 中國(guó)移動(dòng) 3G業(yè)務(wù) 營(yíng)銷渠道

【摘要】：2009年1月7日,工信部分別給中國(guó)移動(dòng)、中國(guó)電信、中國(guó)聯(lián)通發(fā)放了3G牌照,標(biāo)志著中國(guó)進(jìn)入了3G時(shí)代。在新的3G電信市場(chǎng)環(huán)境下,隨著國(guó)內(nèi)通信技術(shù)的迅速發(fā)展和3G用戶的不斷增多,用戶對(duì)于3G業(yè)務(wù)的需求更加的多樣化和復(fù)雜化,數(shù)據(jù)業(yè)務(wù)的多樣性、復(fù)雜性對(duì)通信服務(wù)企業(yè)(運(yùn)營(yíng)商)的營(yíng)銷渠道提出了更高的要求。對(duì)于電信運(yùn)營(yíng)商而言,營(yíng)銷渠道是服務(wù)客戶的窗口,是業(yè)務(wù)發(fā)展的陣地。因此,做好3G時(shí)代中國(guó)移動(dòng)營(yíng)銷渠道的規(guī)劃設(shè)計(jì)和管理決策就顯得尤為重要。本文第一部分闡述了營(yíng)銷渠道的研究背景、研究主題和研究意義等。第二部分闡述了營(yíng)銷渠道的理論原因及PEST和SWOT分析方法,為下文的論述奠定理論基礎(chǔ)。第三部分詳細(xì)介紹了3G業(yè)務(wù)的現(xiàn)狀及特點(diǎn)。第四部分運(yùn)用PEST和SWOT分析方法,分別對(duì)洛陽中國(guó)移動(dòng)營(yíng)銷渠道的宏觀和微觀環(huán)境進(jìn)行分析。第五部分論述3G時(shí)代背景下,如何做好營(yíng)銷渠道的設(shè)計(jì)與建設(shè)。第六部分論述3G通信環(huán)境下,如何對(duì)營(yíng)銷渠道進(jìn)行合理的管理,才能滿足新的環(huán)境需求。最后,形成結(jié)論。
[Abstract]:In January 7th 2009, the Ministry of Industry and Information Technology issued 3G licenses to China Mobile, China Telecom and China Unicom respectively, marking that China has entered the 3G era. With the rapid development of domestic communication technology and the increasing number of 3G users, the needs of users for 3G services are more diversified and complicated, and the diversity of data services. The complexity of the communication service enterprises (operators) put forward a higher demand for marketing channels. For telecom operators, marketing channels are the window to service customers, is the front of business development. It is particularly important to do well the planning, design and management decision of China Mobile Marketing Channel in 3G era. The first part of this paper expounds the research background of marketing channel. The second part expounds the theoretical reasons of marketing channels and the analysis methods of PEST and SWOT. The third part introduces the current situation and characteristics of 3G services in detail. Part 4th uses PEST and SWOT analysis methods. Part 5th discusses how to do well in the design and construction of marketing channel under the background of 3G era. Part 6th discusses the environment of 3G communication. How to manage the marketing channel reasonably to meet the new environmental demands. Finally, the conclusion is reached.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F626

【參考文獻(xiàn)】

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