本文選題：TD-SCDMA制式 + 手機終端��； 參考：《電子科技大學》2013年碩士論文

【摘要】：隨著社會的不斷發(fā)展，電子技術的不斷進步，手機終端已由奢侈消費品轉變?yōu)殡娮涌焖傧M品，人們的日常生活越來越離不開手機，手機也由單純的通信工具演變?yōu)榧缃粶贤�、商務辦公、理財專家、休閑娛樂、網(wǎng)絡游戲等功能于一體的生活助手。由于移動互聯(lián)網(wǎng)行業(yè)的發(fā)展及客戶消費習慣的改變，國內(nèi)電信運營商提供的傳統(tǒng)語音類和短信類業(yè)務已無法滿足客戶的通信需求，流量類業(yè)務日漸成為客戶追捧的新寵，電信客戶對手機終端的需求也由功能機向智能機轉變。 手機終端作為電信運營商各類業(yè)務的應用載體，客戶對手機終端體驗的好壞有可能直接決定了客戶對運營商的選擇。Iphone系列手機在全球通范圍內(nèi)對傳統(tǒng)電信運營商帶來的沖擊波印證了這一點，國內(nèi)三大電信運營商也逐步意識到了手機終端對客戶選擇的強大影響力�？梢灶A計，未來幾年終端市場將成為各運營商競爭的主戰(zhàn)場。 本文是從中國移動地市級公司HZ移動的角度出發(fā)，，運用所學的市場細分理論、4P理論、STP理論等營銷理論知識，采取理論聯(lián)系實際的方式，通過大量查閱文獻、實地調研、比較分析的方法，針對HZ移動終端營銷策略的現(xiàn)狀、營銷環(huán)境、競爭對手策略等方面進行系統(tǒng)分析，并著重從產(chǎn)品、價格、渠道、促銷等四個維度提出了HZ移動的終端營銷策略。 首先從HZ移動公司TD終端的營銷現(xiàn)狀入手，對營銷資源緊缺、產(chǎn)品單一、中高端客戶拓展不足、促銷手法單調等亟需改善的方面進行了分析，詳細研究了HZ移動TD終端營銷所面臨的困局。其次從HZ移動所處的宏觀環(huán)境出發(fā)，分析了HZ移動所面臨的機遇和挑戰(zhàn)，運用SWOT分析法對HZ移動的競爭環(huán)境和自身優(yōu)劣勢進行了深入的剖析。最后，針對HZ移動TD終端營銷的轉型提出了以下解決辦法：主推產(chǎn)品由“合約機”轉向“裸機”、主導渠道由“自由渠道”讓位“社會渠道”、核心客戶群由“大眾客戶”轉為“中高端客戶”、促銷手段由“常規(guī)促銷”演進為“融合營銷”，其中創(chuàng)造性地就“TD終端目標客戶模型”和“低值終端模型”分別對產(chǎn)品轉型及渠道優(yōu)化進行了深入研究。 期待本文對處于TD終端營銷轉型期的HZ移動，摒棄“靠終端補貼換取市場份額”的粗放式經(jīng)營方式，發(fā)揮自身優(yōu)勢并結合營銷環(huán)境和行業(yè)特點，提出行之有效的營銷策略，從而為企業(yè)的未來發(fā)展提供有力的理論支持和實踐依據(jù)。
[Abstract]:With the continuous development of society and the progress of electronic technology, mobile terminal has changed from luxury consumer goods to electronic fast moving consumer goods. People's daily life is more and more inseparable from mobile phones. Mobile phone also evolved from a simple communication tools to a collection of social communication, business office, financial experts, leisure and entertainment, online games and other functions in one of the life assistant. Due to the development of mobile Internet industry and the change of consumer habits, the traditional voice and short message services provided by domestic telecom operators can no longer meet the communication needs of customers. Telecom customers' demand for mobile terminals is also changing from functional machines to smart machines. Mobile terminal is the application carrier of all kinds of services of telecom operators. The customer's experience with mobile terminals may directly determine the customer's choice of the operator. The shock wave that the iPhone series mobile phone brings to the traditional telecom operators within the GSM scope confirms this point. China's three major telecom operators are also gradually aware of the strong influence of mobile phone terminals on customer selection. It can be expected that the terminal market will become the main battlefield of competition between operators in the next few years. From the point of view of HZ Mobile of China Mobile, this paper applies the marketing theory such as market segmentation theory / STP theory to STP theory, and adopts the way of integrating theory with practice, through a large amount of literature, field investigation, and so on. The method of comparative analysis, aiming at the status quo of marketing strategy of HZ mobile terminal, marketing environment, competitor strategy and so on, and focusing on the product, price, channel, etc. Promotion and other four dimensions proposed HZ mobile terminal marketing strategy. First of all, from HZ Mobile Company TD terminal marketing status quo, marketing resources are scarce, the product is single, the high-end customer expansion is insufficient, the promotion techniques are monotonous, and so on, which need to be improved. HZ mobile TD terminal marketing is faced with a detailed study of the difficult situation. Secondly, from the macro environment of HZ mobile, this paper analyzes the opportunities and challenges faced by HZ mobile, and analyzes the competitive environment and advantages and disadvantages of HZ mobile by using SWOT analysis method. Finally, in view of the transformation of HZ mobile TD terminal marketing, the following solutions are put forward: the main product is transferred from "contract machine" to "naked machine", and the leading channel gives way to "social channel" from "free channel" to "social channel". The core customer base has changed from "popular customer" to "medium and high-end customer", and the means of promotion have evolved from "regular promotion" to "integrated marketing". Among them, the "TD terminal target customer model" and "low-value terminal model" are creatively studied on product transformation and channel optimization respectively. In this paper, we hope that the HZ mobile in the transition period of TD terminal marketing will abandon the extensive management mode of "exchanging market share by terminal subsidy", give play to its own advantages and combine with the marketing environment and the characteristics of the industry, and put forward effective marketing strategies. In order to provide strong theoretical support and practical basis for the future development of enterprises.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F626

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