本文選題：手機上網(wǎng)　切入點：營銷策略　出處：《北京郵電大學(xué)》2013年碩士論文

【摘要】：隨著智能手機的普及和移動互聯(lián)網(wǎng)應(yīng)用的不斷豐富,手機通信進(jìn)入移動互聯(lián)網(wǎng)時代,在電信企業(yè)完成重組后,3G網(wǎng)絡(luò)不斷完善,我國的移動通信市場面臨的競爭將愈發(fā)的激烈。近二年來,手機通信市場逐漸趨于飽和,手機客戶增長速度開始變緩。與此同時,數(shù)據(jù)業(yè)務(wù)開始暴發(fā)出強勁的增長勢頭,成為拉動公司收入持續(xù)增長的重要驅(qū)動力。在諸多的數(shù)據(jù)業(yè)務(wù)中,傳統(tǒng)數(shù)據(jù)業(yè)務(wù)的發(fā)展速度均出現(xiàn)了不同程度的下降,而手機上網(wǎng)業(yè)務(wù)卻一枝獨秀,保持著持續(xù)強勁的增長勢頭,已成為數(shù)據(jù)業(yè)務(wù)中耀眼的明星,手機上網(wǎng)業(yè)務(wù)也成為移動公司經(jīng)營戰(zhàn)略的重要方向之一。而對龐大的中國移動組織機構(gòu)來說,中小城市占據(jù)了相當(dāng)大的比例,對中小城市開展手機上網(wǎng)業(yè)務(wù)營銷拓展研究,具有十分典型的意義,可以更好的促進(jìn)手機上網(wǎng)業(yè)務(wù)的發(fā)展,帶動移動公司整體上網(wǎng)業(yè)務(wù)更快的發(fā)展,為即將到來的4G儲備豐富的資源,在未來的競爭中始終保持有利、主動的地位。 本文將運用市場營銷學(xué)、企業(yè)戰(zhàn)略管理、SWOT分析和社會化媒體營銷等有關(guān)的方法和理論,選擇中小城市之一的漯河市進(jìn)行研究,結(jié)合漯河地區(qū)當(dāng)前手機上網(wǎng)業(yè)務(wù)的發(fā)展情況,提出如何在漯河當(dāng)?shù)貙κ謾C上網(wǎng)的業(yè)務(wù)進(jìn)行推廣,并制定相關(guān)的營銷策略,為其他中小城市手機上網(wǎng)業(yè)務(wù)的拓展提供幫助和指導(dǎo)。 本文得出的主要結(jié)論為,漯河移動應(yīng)充分發(fā)揮客戶規(guī)模優(yōu)勢和資源優(yōu)勢,借鑒社會化媒體營銷理論知識,圍繞4P轉(zhuǎn)型對漯河移動手機上網(wǎng)業(yè)務(wù)的拓展策略,通過大力發(fā)展G3終端完善配套服務(wù)、優(yōu)化資費體系提升客戶口碑、優(yōu)化渠道合作方式和創(chuàng)新營銷等方式,充分挖掘手機上網(wǎng)業(yè)務(wù)潛力,加快手機上網(wǎng)業(yè)務(wù)的普及速度,提高手機上網(wǎng)老客戶的價值,使手機上網(wǎng)業(yè)務(wù)貢獻(xiàn)更多收入,促進(jìn)移動公司實現(xiàn)又快又好的發(fā)展。
[Abstract]:With the popularity of smart phones and the continuous enrichment of mobile Internet applications, mobile communication has entered the era of mobile Internet, and the 3G network has been continuously improved after the reorganization of telecommunications enterprises. The competition in the mobile communication market in China will be increasingly fierce. In the past two years, the mobile phone communication market has gradually become saturated, and the growth rate of mobile phone customers has begun to slow down. At the same time, the data business has begun to burst into a strong growth momentum. Among the many data businesses, the traditional data business has declined in varying degrees, while the mobile phone online business has outshone others. Maintaining a sustained and strong growth momentum, has become a dazzling star in the data business, mobile phone online business has become one of the important directions of the mobile company's business strategy. Small and medium-sized cities account for a large proportion of the small and medium-sized cities, the development of mobile phone online business development research, has a very typical significance, can better promote the development of mobile phone online business. Driving the mobile company's overall Internet access business to develop faster, for the upcoming 4G reserves rich resources, in the future of competition has always maintained a favorable, active position. In this paper, we will choose Luohe City, one of the small and medium-sized cities, to study with the relevant methods and theories of marketing, enterprise strategic management, SWOT analysis and social media marketing, and combine the current development of mobile phone online business in Luohe area. This paper puts forward how to popularize the mobile phone online service in Luohe and make relevant marketing strategies to provide help and guidance for the expansion of mobile phone online business in other small and medium-sized cities. The main conclusions of this paper are that Luohe Mobile should give full play to the advantages of customer scale and resources, draw lessons from the theory of social media marketing, and expand the mobile phone online service of Luohe Mobile based on 4P transformation. By vigorously developing G3 terminals to perfect supporting services, optimizing the tariff system to enhance customer reputation, optimizing channel cooperation and innovative marketing, and so on, we can fully tap the potential of mobile phone online services and speed up the popularization of mobile phone online services. Improve the value of mobile phone customers, make mobile phone online business contribute more revenue, promote mobile companies to achieve fast and good development.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F626

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本文編號：1688673