本文選題：4G時代 + 4Ds�。� 參考：《蘭州理工大學》2017年碩士論文

【摘要】：隨著移動終端的普及,我國逐漸進入移動生活時代,人們對于便捷且高效的移動互聯(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4G產(chǎn)業(yè)發(fā)展前景預測與產(chǎn)業(yè)鏈投資機會分析報告》指出,2016年,4G用戶數(shù)呈爆發(fā)式增長,滲透率達到58.2%。自從4G網(wǎng)絡正式商用以來,山西移動大力推廣4G網(wǎng)絡建設以及4G用戶的拓展,但客戶滲透率較低,大量4G網(wǎng)絡通道閑置,并且在國家提速降費的要求下,語音、短信、流量收入均大幅下降,山西移動整體收入增長壓力巨大。基于以上現(xiàn)實背景,本文以山西移動為研究對象,在國內(nèi)外研究現(xiàn)狀、相關營銷理論和分析方法的基礎上,對山西移動的營銷現(xiàn)狀與存在問題進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、社會和技術四個方面對山西移動4G業(yè)務營銷的宏觀環(huán)境進行分析,使用“波特五力模型”分析山西移動的行業(yè)環(huán)境,再采用“SWOT分析法”對山西移動4G業(yè)務發(fā)展面臨的市場機會、風險以及山西移動自身的優(yōu)勢、劣勢進行分析;進而結(jié)合山西移動4G業(yè)務營銷的現(xiàn)狀及問題分析,利用“4Ds”營銷模型,從需求、數(shù)據(jù)、傳遞、動態(tài)四個方面,以消費需求為基礎,以互聯(lián)網(wǎng)思維為導向,提出相應的營銷策略及保障性措施建議。本文使用與移動互聯(lián)網(wǎng)時代相適應的“4Ds”模型,結(jié)合山西移動內(nèi)外部營銷環(huán)境形勢進行營銷策略探討,對山西移動的4G業(yè)務市場營銷具有一定指導和促進作用,有助于培養(yǎng)山西移動營銷人員的營銷意識和營銷能力,提升公司4G業(yè)務市場份額,轉(zhuǎn)變目前4G業(yè)務市場不利的局面,實現(xiàn)山西移動的可持續(xù)發(fā)展并對行業(yè)內(nèi)其他企業(yè)的市場營銷提供借鑒。
[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.
【學位授予單位】：蘭州理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F626;F274

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