本文選題：數(shù)據(jù)增值業(yè)務(wù) + 營銷組合��； 參考：《電子科技大學(xué)》2012年碩士論文

【摘要】：目前我國移動通信運營商面臨3G通信時代的到來，運營商急需明確新形勢下數(shù)據(jù)增值業(yè)務(wù)發(fā)展重心，制定下一步的市場策略。本文旨在通過對四川移動發(fā)展數(shù)據(jù)增值業(yè)務(wù)所處的市場條件和競爭環(huán)境進行分析，再結(jié)合對四川移動自身特點的分析，運用市場營銷的理論試圖為企業(yè)提出一套符合企業(yè)發(fā)展特色的可以解決企業(yè)目前在開拓數(shù)據(jù)增值業(yè)務(wù)市場時所面臨的困境的市場營銷策略。 本文分為六個部分，以四川移動數(shù)據(jù)增值業(yè)務(wù)在四川省的營銷策略為著眼點，，運用所學(xué)的市場營銷理論知識對四川移動數(shù)據(jù)增值業(yè)務(wù)的市場營銷策略進行研究，通過對四川移動歷年來在探索增值業(yè)務(wù)有效營銷策略上所經(jīng)歷的歷程進行深入分析，發(fā)現(xiàn)其中的亮點，為今后四川移動數(shù)據(jù)增值業(yè)務(wù)的發(fā)展奠定成功營銷基礎(chǔ)，并在此基礎(chǔ)之上形成科學(xué)的、可操作的、可持續(xù)發(fā)展的新型營銷策略規(guī)劃。 在對四川移動數(shù)據(jù)增值業(yè)務(wù)營銷策略的分析之前，本文先從中國移動通信市場的特點著手，并闡述了中國移動數(shù)據(jù)增值業(yè)務(wù)發(fā)展現(xiàn)狀，揭示了數(shù)據(jù)增值業(yè)務(wù)在發(fā)展過程中存在的問題。又從四川移動發(fā)展數(shù)據(jù)增值業(yè)務(wù)所處的環(huán)境進行了綜合性的分析，這其中包括對四川移動在數(shù)據(jù)增值業(yè)務(wù)發(fā)展上的成功與不足因素進行分析以及四川移動發(fā)展數(shù)據(jù)增值業(yè)務(wù)面臨的機遇與挑戰(zhàn)。之后分析了四川移動重點數(shù)據(jù)增值業(yè)務(wù)產(chǎn)品的生命周期，并以彩鈴營銷策略的選擇為案例闡述產(chǎn)品在不同生命周期所采取的營銷策略。最后是本文的核心分析部分——四川移動數(shù)據(jù)增值業(yè)務(wù)市場營銷策略分析。對于這部分的內(nèi)容，則是根據(jù)4P原理為主要框架進行逐項分析，對四川移動數(shù)據(jù)增值業(yè)務(wù)分別在產(chǎn)品、價格、促銷、渠道的營銷策略進行研究，提出具有可操作性、有針對性的、符合四川移動特點的可行性方案。
[Abstract]:At present, the mobile communication operators in China are facing the arrival of the 3G communication era, and the operators urgently need to make clear the focus of the development of data value-added services under the new situation and formulate the next market strategy. The purpose of this paper is to analyze the market conditions and competitive environment in which Sichuan Mobile develops data value-added services, and then to analyze the characteristics of Sichuan Mobile. By using the theory of marketing, this paper attempts to put forward a set of marketing strategies which accord with the characteristics of enterprise development and can solve the dilemma that enterprises are facing in developing the market of data value-added business. This paper is divided into six parts. Based on the marketing strategy of Sichuan Mobile data Value-added Service in Sichuan Province, this paper studies the marketing strategy of Sichuan Mobile data Value-added Service by using the knowledge of marketing theory. Through the deep analysis of Sichuan Mobile in exploring the effective marketing strategy of value-added business over the years, the bright spots are found, which will lay a successful marketing foundation for the future development of Sichuan Mobile data Value-added Service. And on this basis to form a scientific, operational, sustainable development of new marketing strategy planning. Before analyzing the marketing strategy of Sichuan Mobile data Value-added Service, this paper starts with the characteristics of China Mobile Communication Market, and expounds the current situation of China Mobile data Value-Added Service. The problems in the development of data value-added services are revealed. It also makes a comprehensive analysis of the environment in which Sichuan Mobile develops data value-added services. This includes the analysis of the success and deficiency factors of Sichuan Mobile in the development of data value-added services, as well as the opportunities and challenges faced by Sichuan Mobile in the development of data value-added services. Then it analyzes the life cycle of the key data value-added service products of Sichuan Mobile, and illustrates the marketing strategies adopted by the products in different life cycles with the choice of the marketing strategy of CRBT as a case study. Finally, the core part of this paper-Sichuan Mobile data value-added business marketing strategy analysis. For this part, according to the 4P principle as the main framework of the analysis, Sichuan Mobile data value-added services in the product, price, promotion, channel marketing strategy are studied, put forward the maneuverability. Targeted, in line with the characteristics of Sichuan Mobile feasibility plan.
【學(xué)位授予單位】：電子科技大學(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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