本文選題：移動通信　切入點(diǎn)：營銷策略　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)動下,電信行業(yè)進(jìn)入新電信、新移動、新聯(lián)通三足鼎立的時代。行業(yè)重組后,呈現(xiàn)出此消彼長的態(tài)勢,聯(lián)通和電信的綜合實(shí)力明顯加強(qiáng),逐漸縮小與移動的差距,核心競爭力對比關(guān)系的變化,導(dǎo)致競爭格局由“一枝獨(dú)秀”轉(zhuǎn)向“各有千秋” 本文對茂名市的經(jīng)濟(jì)發(fā)展形勢和通信行業(yè)發(fā)展形勢進(jìn)行了分析,同時分析了茂名移動存在的不足,并研究了茂名移動通信市場的現(xiàn)狀、發(fā)展趨勢,采取SWOT分析方法深入分析了茂名移動通信市場的競爭態(tài)勢。 隨著3G發(fā)展進(jìn)入快速發(fā)展通道,行業(yè)競爭已經(jīng)進(jìn)入了各具優(yōu)勢、各有千秋、各領(lǐng)風(fēng)騷的時代。在茂名地區(qū)競爭對手緊緊圍繞“兩高一多一網(wǎng)一終端”(兩高：“高激活優(yōu)惠”、“高酬金激勵”；一多：“實(shí)物贈送多”；一網(wǎng)：相對領(lǐng)先TD網(wǎng)的C網(wǎng)和W網(wǎng)；一終端：蘋果iPhone4)積極搶占市場推廣策略以及地毯式的營銷活動,對客戶實(shí)行深度捆綁,對我們的新增份額和存量市場造成較大的沖擊。為進(jìn)一步提高競爭力,茂名移動公司必須詳細(xì)的分析市場環(huán)境,充分利用好我們的能力和優(yōu)勢,培養(yǎng)起3G競爭、全業(yè)務(wù)競爭的核心能力,推進(jìn)企業(yè)的穩(wěn)健持續(xù)發(fā)展。結(jié)合菲利普.科特勒的營銷理論,本文就市場營銷策略的四個方面,即產(chǎn)品策略、價格策略、促銷策略、渠道策略提出了茂名移動要繼續(xù)保持或擴(kuò)大市場優(yōu)勢應(yīng)當(dāng)采取的對策。
[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)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F626

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本文編號：1564274