本文選題：4G時(shí)代 + 4Ds�。� 參考：《蘭州理工大學(xué)》2017年碩士論文

【摘要】：隨著移動(dòng)終端的普及,我國(guó)逐漸進(jìn)入移動(dòng)生活時(shí)代,人們對(duì)于便捷且高效的移動(dòng)互聯(lián)網(wǎng)的需求日益增多。前瞻產(chǎn)業(yè)研究院發(fā)布的《中國(guó)4G產(chǎn)業(yè)發(fā)展前景預(yù)測(cè)與產(chǎn)業(yè)鏈投資機(jī)會(huì)分析報(bào)告》指出,2016年,4G用戶數(shù)呈爆發(fā)式增長(zhǎng),滲透率達(dá)到58.2%。自從4G網(wǎng)絡(luò)正式商用以來(lái),山西移動(dòng)大力推廣4G網(wǎng)絡(luò)建設(shè)以及4G用戶的拓展,但客戶滲透率較低,大量4G網(wǎng)絡(luò)通道閑置,并且在國(guó)家提速降費(fèi)的要求下,語(yǔ)音、短信、流量收入均大幅下降,山西移動(dòng)整體收入增長(zhǎng)壓力巨大。基于以上現(xiàn)實(shí)背景,本文以山西移動(dòng)為研究對(duì)象,在國(guó)內(nèi)外研究現(xiàn)狀、相關(guān)營(yíng)銷理論和分析方法的基礎(chǔ)上,對(duì)山西移動(dòng)的營(yíng)銷現(xiàn)狀與存在問(wèn)題進(jìn)行深入分析并探討解決方法。本文首先用“PEST分析法”從政治、經(jīng)濟(jì)、社會(huì)和技術(shù)四個(gè)方面對(duì)山西移動(dòng)4G業(yè)務(wù)營(yíng)銷的宏觀環(huán)境進(jìn)行分析,使用“波特五力模型”分析山西移動(dòng)的行業(yè)環(huán)境,再采用“SWOT分析法”對(duì)山西移動(dòng)4G業(yè)務(wù)發(fā)展面臨的市場(chǎng)機(jī)會(huì)、風(fēng)險(xiǎn)以及山西移動(dòng)自身的優(yōu)勢(shì)、劣勢(shì)進(jìn)行分析;進(jìn)而結(jié)合山西移動(dòng)4G業(yè)務(wù)營(yíng)銷的現(xiàn)狀及問(wèn)題分析,利用“4Ds”營(yíng)銷模型,從需求、數(shù)據(jù)、傳遞、動(dòng)態(tài)四個(gè)方面,以消費(fèi)需求為基礎(chǔ),以互聯(lián)網(wǎng)思維為導(dǎo)向,提出相應(yīng)的營(yíng)銷策略及保障性措施建議。本文使用與移動(dòng)互聯(lián)網(wǎng)時(shí)代相適應(yīng)的“4Ds”模型,結(jié)合山西移動(dòng)內(nèi)外部營(yíng)銷環(huán)境形勢(shì)進(jìn)行營(yíng)銷策略探討,對(duì)山西移動(dòng)的4G業(yè)務(wù)市場(chǎng)營(yíng)銷具有一定指導(dǎo)和促進(jìn)作用,有助于培養(yǎng)山西移動(dòng)營(yíng)銷人員的營(yíng)銷意識(shí)和營(yíng)銷能力,提升公司4G業(yè)務(wù)市場(chǎng)份額,轉(zhuǎn)變目前4G業(yè)務(wù)市場(chǎng)不利的局面,實(shí)現(xiàn)山西移動(dòng)的可持續(xù)發(fā)展并對(duì)行業(yè)內(nèi)其他企業(yè)的市場(chǎng)營(yíng)銷提供借鑒。
[Abstract]:With the popularity of mobile terminals, China has gradually entered the era of mobile life, the demand for convenient and efficient mobile Internet is increasing day by day.The prospective Industry Research Institute's "Forecast of China's 4G Industry Development prospects and Analysis of Investment opportunities in Industrial chains" points out that the number of 4G users in 2016 is exploding, with penetration reaching 58.2%.Since 4G networks were officially commercially available, Shanxi Mobile has vigorously promoted 4G network construction and 4G user expansion, but customer penetration is low, a large number of 4G network channels are idle, and voice and short messages are required by the state to increase speed and reduce fees.Flow income has dropped substantially, Shanxi Mobile overall income growth pressure is enormous.Based on the above realistic background, this paper takes Shanxi Mobile as the research object, on the basis of domestic and international research status, related marketing theory and analysis method, deeply analyzes the current marketing situation and existing problems of Shanxi Mobile and discusses the solutions.This paper firstly analyzes the macro environment of 4G service marketing of Shanxi Mobile from four aspects of politics, economy, society and technology with "PEST Analysis method", and analyzes the industry environment of Shanxi Mobile by using "Porter's five Force Model".Then using "SWOT analysis" to analyze the market opportunities, risks, strengths and weaknesses of Shanxi Mobile 4G service development, and then analyze the current situation and problems of 4G business marketing of Shanxi Mobile.By using the "4Ds" marketing model, this paper puts forward the corresponding marketing strategy and safeguard measures from four aspects: demand, data, transmission and dynamics, based on consumption demand and guided by Internet thinking.This paper uses the "4Ds" model adapted to the era of mobile Internet, and discusses the marketing strategy of Shanxi Mobile in combination with the situation of internal and external marketing environment, which has a certain guiding and promoting role in the marketing of 4G business of Shanxi Mobile.It is helpful to cultivate the marketing consciousness and ability of Shanxi mobile marketing personnel, to promote the market share of 4G service of the company, and to change the unfavorable situation of 4G service market at present.To realize the sustainable development of Shanxi Mobile and to provide reference for the marketing of other enterprises in the industry.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F626;F274

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