發(fā)布時(shí)間：2018-03-04 05:14

  本文選題：移動(dòng)通信　切入點(diǎn)：營(yíng)銷策略　出處：《蘭州大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：我國(guó)通信行業(yè)發(fā)展迅猛,在經(jīng)歷行業(yè)重組和3G牌照發(fā)放的雙重驅(qū)動(dòng)下,電信行業(yè)進(jìn)入新電信、新移動(dòng)、新聯(lián)通三足鼎立的時(shí)代。行業(yè)重組后,呈現(xiàn)出此消彼長(zhǎng)的態(tài)勢(shì),聯(lián)通和電信的綜合實(shí)力明顯加強(qiáng),逐漸縮小與移動(dòng)的差距,核心競(jìng)爭(zhēng)力對(duì)比關(guān)系的變化,導(dǎo)致競(jìng)爭(zhēng)格局由“一枝獨(dú)秀”轉(zhuǎn)向“各有千秋” 本文對(duì)茂名市的經(jīng)濟(jì)發(fā)展形勢(shì)和通信行業(yè)發(fā)展形勢(shì)進(jìn)行了分析,同時(shí)分析了茂名移動(dòng)存在的不足,并研究了茂名移動(dòng)通信市場(chǎng)的現(xiàn)狀、發(fā)展趨勢(shì),采取SWOT分析方法深入分析了茂名移動(dòng)通信市場(chǎng)的競(jìng)爭(zhēng)態(tài)勢(shì)。 隨著3G發(fā)展進(jìn)入快速發(fā)展通道,行業(yè)競(jìng)爭(zhēng)已經(jīng)進(jìn)入了各具優(yōu)勢(shì)、各有千秋、各領(lǐng)風(fēng)騷的時(shí)代。在茂名地區(qū)競(jìng)爭(zhēng)對(duì)手緊緊圍繞“兩高一多一網(wǎng)一終端”(兩高：“高激活優(yōu)惠”、“高酬金激勵(lì)”；一多：“實(shí)物贈(zèng)送多”；一網(wǎng)：相對(duì)領(lǐng)先TD網(wǎng)的C網(wǎng)和W網(wǎng)；一終端：蘋果iPhone4)積極搶占市場(chǎng)推廣策略以及地毯式的營(yíng)銷活動(dòng),對(duì)客戶實(shí)行深度捆綁,對(duì)我們的新增份額和存量市場(chǎng)造成較大的沖擊。為進(jìn)一步提高競(jìng)爭(zhēng)力,茂名移動(dòng)公司必須詳細(xì)的分析市場(chǎng)環(huán)境,充分利用好我們的能力和優(yōu)勢(shì),培養(yǎng)起3G競(jìng)爭(zhēng)、全業(yè)務(wù)競(jìng)爭(zhēng)的核心能力,推進(jìn)企業(yè)的穩(wěn)健持續(xù)發(fā)展。結(jié)合菲利普.科特勒的營(yíng)銷理論,本文就市場(chǎng)營(yíng)銷策略的四個(gè)方面,即產(chǎn)品策略、價(jià)格策略、促銷策略、渠道策略提出了茂名移動(dòng)要繼續(xù)保持或擴(kuò)大市場(chǎng)優(yōu)勢(shì)應(yīng)當(dāng)采取的對(duì)策。
[Abstract]:China's telecommunications industry is developing rapidly, experienced in the dual drive industry restructuring and the issuance of 3G licenses, the telecom industry into the new telecommunications, new mobile, Unicom new era. A situation of tripartite confrontation of industry restructuring, showing a shift in the trend, the comprehensive strength of China Unicom and China Telecom was strengthened, and gradually narrow the gap in the core of mobile. Competitiveness comparison relationship, lead to competition from "thriving" to "each one has its own merits"
The development situation of Maoming city's economic development situation and the communications industry are analyzed, and analyzes the shortcomings existing in Maoming mobile, and studied the status quo of Maoming mobile communication market development trend, adopting the SWOT analysis method in-depth analysis of the competitive situation of Maoming mobile communication market.
With the development of 3G into the path of rapid development, industry competition has entered the competitive advantage, each one has its own merits, leading the trend of the times. In the Maoming area competitors closely around the "two high one network terminal (" two high "high preferential activation", "high incentive fee"; a kind gift: "a network; the relative leading TD network and CDMA network terminal: W; apple iPhone4) actively seize the market promotion strategy and carpet marketing activities, the implementation of the depth bundled to customers, resulting in a greater impact on our new shares and the stock market. In order to further improve the competitiveness of Maoming Mobile Corporation must have a detailed analysis of the market environment, make full use of our ability and advantage, develop 3G competition, the core competence of the whole business competition, promote the steady and sustainable development. With Philip. Kotler's marketing theory, this paper The four aspects of marketing strategy, namely, product strategy, price strategy, promotion strategy and channel strategy, put forward the countermeasures that Maoming mobile should continue to maintain or expand its market advantage.

【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F626

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本文編號(hào)：1564274