本文關鍵詞： 3G業(yè)務 營銷策略 保障措施　出處：《哈爾濱工程大學》2012年碩士論文　論文類型：學位論文

【摘要】：當前，3G業(yè)務已經(jīng)成為黑龍江聯(lián)通立足現(xiàn)實、著眼未來的戰(zhàn)略性業(yè)務，其發(fā)展的好壞直接關乎到黑龍江聯(lián)通的市場地位和未來發(fā)展，制定切合實際的3G市場營銷策略對黑龍江聯(lián)通而言是非常必要的。 本文主要研究黑龍江聯(lián)通當前3G業(yè)務的市場情況和下一步營銷策略。具體思路是，首先介紹國內外和省內3G業(yè)務發(fā)展情況，，分析黑龍江聯(lián)通3G業(yè)務發(fā)展的環(huán)境，總結歸納出黑龍江聯(lián)通3G業(yè)務發(fā)展面臨的有利條件和不利因素，并對黑龍江聯(lián)通3G業(yè)務目標市場和業(yè)務定位進行了分析，對企業(yè)目前的3G業(yè)務營銷思路進行了梳理。在此基礎上，本文提出了黑龍江聯(lián)通3G業(yè)務市場營銷思路和具體的市場營銷策略，具體包括業(yè)務策略、品牌策略、渠道策略、促銷策略和客戶策略五個方面，最后闡述了實現(xiàn)黑龍江聯(lián)通3G業(yè)務市場營銷策略的保障措施，具體包括網(wǎng)絡建設及維護、成本管理、機制體制創(chuàng)新、服務質量管理、企業(yè)文化培育五個部分。 論文研究采用理論聯(lián)系實際的方法，綜合利用一些科學的分析方法和分析手段，對通過調研獲得的資料進行分析和研究。希望得出的市場營銷策略對黑龍江聯(lián)通3G業(yè)務的發(fā)展具有一定借鑒意義和參考價值。
[Abstract]:At present, 3G business has become Heilongjiang Unicom based on reality, focusing on the future of strategic business, its development is directly related to the market position and future development of Heilongjiang Unicom. It is necessary for Heilongjiang Unicom to formulate realistic marketing strategy of 3G. This paper mainly studies the current 3G business market situation and the next marketing strategy of Heilongjiang Unicom. The specific idea is to first introduce the development of 3G services at home and abroad and within the province. This paper analyzes the development environment of Heilongjiang Unicom 3G service and summarizes the favorable conditions and unfavorable factors facing the development of Heilongjiang Unicom 3G service. And Heilongjiang Unicom 3G business target market and service positioning were analyzed, the current 3G business marketing ideas were combed. On this basis. This paper puts forward the marketing thinking and marketing strategy of Heilongjiang Unicom 3G business, including business strategy, brand strategy, channel strategy, promotion strategy and customer strategy. At last, the paper expounds the safeguard measures to realize the marketing strategy of Heilongjiang Unicom 3G business, including network construction and maintenance, cost management, mechanism innovation, service quality management. Five parts of corporate culture cultivation. This paper uses the method of integrating theory with practice, and synthetically uses some scientific analytical methods and means. This paper analyzes and studies the data obtained through investigation and research, and hopes that the marketing strategy can be used for reference and reference value for the development of 3G service of Heilongjiang Unicom.
【學位授予單位】：哈爾濱工程大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F626;F274

【引證文獻】

相關碩士學位論文 前1條

1 吳明;中國聯(lián)通哈爾濱市分公司3G業(yè)務發(fā)展戰(zhàn)略研究[D];黑龍江大學;2013年

本文編號：1453716