本文選題：高校移動通信市場 + 競爭市場分析��； 參考：《河南財經(jīng)政法大學(xué)》2017年碩士論文

【摘要】：在“互聯(lián)網(wǎng)+”時代發(fā)展的過程中,通信業(yè)也迎來業(yè)務(wù)結(jié)構(gòu)轉(zhuǎn)變和新舊增長力調(diào)整的轉(zhuǎn)型時期,行業(yè)發(fā)展總體面臨新態(tài)勢,為迎接通信技術(shù)新的發(fā)展機(jī)遇和挑戰(zhàn),各地區(qū)移動通信運(yùn)營商需要根據(jù)各地實(shí)際情況統(tǒng)籌規(guī)劃策略方案.現(xiàn)今移動通信用戶群體趨于飽和狀態(tài),其數(shù)量先后經(jīng)歷了2G語音時代的高速增長、3G數(shù)據(jù)業(yè)務(wù)時代的平穩(wěn)增長、到現(xiàn)今4G時代緩慢增長三個階段,新增客戶已經(jīng)過了高峰發(fā)展期。據(jù)調(diào)研,移動通信市場新的增長支點(diǎn)立足于用戶密集化、業(yè)務(wù)海量化的通信熱點(diǎn)區(qū)域。校園市場作為一個具有典型特性的聚類市場,其客戶整體規(guī)模大、業(yè)務(wù)量爆發(fā)集中,必然是三大運(yùn)營商競爭中的“兵家必爭之地”,因此各通信運(yùn)營商如何根據(jù)校園市場制定有效的營銷策略是重中之重。鄭州擁有將近一百所大、中專院校,而據(jù)掌握,鄭州移動的校園營銷策略發(fā)展處于緩慢的狀態(tài)。面對上述問題,本文首先緊密結(jié)合鄭州移動公司的實(shí)際情況,對企業(yè)在近期階段的發(fā)展?fàn)顩r、營銷環(huán)境和面臨的問題與挑戰(zhàn)等進(jìn)行了深入的剖析。同時進(jìn)一步針對鄭州各高校市場實(shí)際的情況,提出了鄭州移動公司在搶占高校市場中如何制定有效的營銷策略和發(fā)展規(guī)劃。此外,本文不僅研究了適合鄭州移動公司的營銷組合策略,還相應(yīng)提出了實(shí)際執(zhí)行過程中落實(shí)相關(guān)策略的配套建議。本文從營銷策略研究角度進(jìn)行分析,在不同的方面對中國移動鄭州公司的營銷策略進(jìn)行研究,其一是對之前開展的相關(guān)策略進(jìn)行了大量的調(diào)研分析,其二是對鄭州移動公司的企業(yè)的市場營銷策和經(jīng)營情況略開展了全面深入的分析和研究。進(jìn)一步運(yùn)用相關(guān)理論知識,采用SWOT分析模型系統(tǒng)對鄭州移動分公司在開發(fā)、發(fā)展鄭州高校市場中存在的優(yōu)勢、劣勢、機(jī)遇和挑戰(zhàn)等一系列內(nèi)容進(jìn)行了系統(tǒng)分析。在分析結(jié)果基礎(chǔ)上,本文提出了鄭州移動公司在高校市場的發(fā)展建議和思路,切實(shí)根據(jù)鄭州分公司的現(xiàn)實(shí)情況制定出了針對高校市場的營銷策略。本文提出通過對校園市場營銷策略、校園營銷組織架構(gòu)以及校園營銷活動的把控及管理,保障移動鄭州分公司營銷策略得以有效實(shí)施的建議。
[Abstract]:In the process of the development of the "Internet" era, the communication industry also ushered in the transition period of business structure transformation and adjustment of the new and old growth forces. The industry is facing a new situation in general, in order to meet the new opportunities and challenges of communication technology development. Each area mobile communication operator needs to plan the strategy plan according to the actual situation of each region. Nowadays, the mobile communication users tend to be saturated, whose number has experienced the rapid growth of 2G voice age and the steady growth of 3G data service era. To the present 4G era, the three stages of slow growth, the new customers have passed the peak development period. According to research, the new growth fulcrum of mobile communication market is based on the hot area of communication. As a cluster market with typical characteristics, the campus market, with its large scale of customers and concentrated business volume, is bound to be a "battle place" in the competition among the three major operators. Therefore, how to make effective marketing strategy according to campus market is the most important. Zhengzhou has nearly 100 universities and colleges, and Zhengzhou Mobile's campus marketing strategy is in a slow state. In the face of the above problems, this paper first closely combined with the actual situation of Zhengzhou Mobile Company, the enterprise in the recent stage of development, marketing environment, problems and challenges faced by in-depth analysis. At the same time, according to the actual situation of Zhengzhou university market, this paper puts forward how Zhengzhou Mobile Company to formulate effective marketing strategy and development plan in the process of seizing the university market. In addition, this paper not only studies the marketing mix strategy suitable for Zhengzhou Mobile Company, but also puts forward the corresponding suggestions to implement the relevant strategies in the actual implementation process. From the perspective of marketing strategy research, this paper analyzes the marketing strategy of China Mobile Zhengzhou Company in different aspects, the first is to carry out a large number of research and analysis on the previous related strategies. The second is the comprehensive analysis and research on the marketing strategy and management of Zhengzhou Mobile Company. By using relevant theory knowledge and SWOT analysis model system, a series of contents such as advantages, disadvantages, opportunities and challenges in the development and development of Zhengzhou university market are systematically analyzed. On the basis of the analysis results, this paper puts forward some suggestions and ideas for the development of Zhengzhou Mobile Company in the university market, and formulates the marketing strategy for the university market according to the actual situation of Zhengzhou Branch Company. This paper puts forward some suggestions to ensure the effective implementation of the marketing strategy of Zhengzhou Branch through the control and management of campus marketing strategy, campus marketing organizational structure and campus marketing activities.
【學(xué)位授予單位】：河南財經(jīng)政法大學(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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