本文選題：4G　切入點(diǎn)：重慶移動A公司　出處：《重慶理工大學(xué)》2017年碩士論文

【摘要】：在工業(yè)和信息化部對中國移動、中國聯(lián)通以及中國電信正式發(fā)放4G牌照后,通信行業(yè)正式邁入了4G時代。重慶移動A公司在3G時代,由于技術(shù)、終端設(shè)備等方面的落后,使得重慶移動A公司在區(qū)域范圍內(nèi)處于一種相對不利的位置。但隨著中國移動逐漸適應(yīng)4G時代帶來的改變,加快了進(jìn)入4G時代的節(jié)奏,這也使得重慶移動A公司在區(qū)域范圍內(nèi)大力發(fā)展4G業(yè)務(wù)出現(xiàn)了新的機(jī)遇,同時也帶來了巨大的挑戰(zhàn)。如何有效的提高渠道的營銷能力和服務(wù)水平,最大程度的發(fā)揮各類渠道間的協(xié)同作用,使各類渠道盡快進(jìn)入一體化的發(fā)展,這些都成為了重慶移動A公司在區(qū)域內(nèi)拓展4G業(yè)務(wù)的重要環(huán)節(jié)。因此本論文選題運(yùn)用市場營銷理論,通過分析重慶移動A公司渠道營銷策略,來確保重慶移動A公司在區(qū)域市場中穩(wěn)固的競爭優(yōu)勢。本文首先對研究的背景、目的與意義進(jìn)行了闡述,結(jié)合國內(nèi)外4G技術(shù)的發(fā)展,介紹了通信行業(yè)將不遺余力發(fā)展4G的大趨勢,并確定了本文所采用的研究方法。然后,從營銷渠道概念、營銷渠道策略以及營銷渠道控制進(jìn)行了理論論述,突出了營銷渠道在4G時代下的重要作用。并對重慶移動A公司所面臨的市場營銷環(huán)境進(jìn)行了詳細(xì)的分析,通過采用SWOT分析法,分析出重慶移動A公司當(dāng)前所面臨的外部機(jī)遇和威脅,更進(jìn)一步的強(qiáng)調(diào)重慶移動A公司營銷渠道在當(dāng)前市場環(huán)境下有效的布局和管理的重要性,所以重慶移動A公司的營銷渠道策略必須進(jìn)一步的得到改善。所以在這樣一個特殊的市場環(huán)境下,本文提出了重慶移動A公司營銷渠道的整體策略,將渠道的轉(zhuǎn)型、服務(wù)質(zhì)量的提升、管理效能的改善作為營銷渠道整體策略的三大保障,以保證市場能夠持續(xù)并穩(wěn)定的發(fā)展。并且,將重慶移動A公司的市場區(qū)域市場進(jìn)行了劃分,提出了具體的營銷渠道組合策略。
[Abstract]:After the Ministry of Industry and Information Technology issued 4G licences to China Mobile, China Unicom and China Telecom, the communications industry entered the 4G era.In the 3G era, Chongqing Mobile A Company is in a relatively disadvantageous position in the regional scope because of the backwardness of technology, terminal equipment and so on.However, as China Mobile gradually adapts to the changes brought about by 4G era, it speeds up the pace of entering 4G era, which makes Chongqing Mobile A Company develop 4G business in a regional scope with new opportunities and great challenges.How to effectively improve the channel marketing ability and service level, maximize the synergy among the various channels, so that all kinds of channels as soon as possible into the integrated development,These have become Chongqing Mobile A company in the region to expand 4G business an important link.Therefore, this thesis applies marketing theory to ensure the stable competitive advantage of Chongqing Mobile A Company in regional market by analyzing the channel marketing strategy of Chongqing Mobile A Company.In this paper, the background, purpose and significance of the research are first expounded, combined with the development of 4G technology at home and abroad, the communication industry will spare no effort to develop 4G trend, and determine the research methods adopted in this paper.Then, this paper discusses the concept of marketing channel, marketing channel strategy and marketing channel control theoretically, highlighting the important role of marketing channel in 4G era.The marketing environment of Chongqing Mobile A Company is analyzed in detail, and the external opportunities and threats faced by Chongqing Mobile A Company are analyzed by using SWOT analysis method.Further emphasize the importance of the effective distribution and management of the marketing channel of Chongqing Mobile A Company under the current market environment, so the marketing channel strategy of Chongqing Mobile A Company must be further improved.Therefore, in such a special market environment, this paper puts forward the overall marketing channel strategy of Chongqing Mobile A Company, taking the transformation of the channel, the improvement of service quality and the improvement of management efficiency as the three major guarantees of the overall marketing channel strategy.To ensure that the market can continue and stable development.Moreover, the market area market of Chongqing Mobile A Company is divided, and the specific marketing channel combination strategy is put forward.
【學(xué)位授予單位】：重慶理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F626;F274

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本文編號：1705025