【摘要】：伴隨著2008年出現(xiàn)的“電信重組”,中國(guó)的電信行業(yè)逐步進(jìn)入到了電信、移動(dòng)、聯(lián)通全業(yè)務(wù)競(jìng)爭(zhēng)發(fā)展“三足鼎立”時(shí)期、隨著我國(guó)電信體制改革的不斷深化及電信業(yè)已經(jīng)步入4G全業(yè)務(wù)運(yùn)營(yíng)時(shí)代,三家運(yùn)營(yíng)商都加快了資源整合的步伐,全力提升自身全業(yè)務(wù)經(jīng)營(yíng)能力,力圖在日益競(jìng)爭(zhēng)激烈的市場(chǎng)中占據(jù)優(yōu)勢(shì)地位。本文借鑒國(guó)內(nèi)外市場(chǎng)營(yíng)銷策略理論及應(yīng)用的基礎(chǔ)上,結(jié)合行業(yè)特點(diǎn)及NJ鐵通的實(shí)際情況,以NJ移動(dòng)和NJ鐵通融合模式為例,對(duì)新模式下的組織架構(gòu)進(jìn)行構(gòu)建,探索中移鐵通未來(lái)寬帶發(fā)展之路。文章通過(guò)分析總結(jié)了當(dāng)前國(guó)內(nèi)寬帶的推廣和應(yīng)用,以及NJ鐵通寬帶業(yè)務(wù)的發(fā)展環(huán)境;通過(guò)五力模型對(duì)于NJ鐵通寬帶的競(jìng)爭(zhēng)環(huán)境進(jìn)行了分析和研究;再利用SWOT這個(gè)分析研究工具,闡述表明了 NJ鐵通當(dāng)前自身的發(fā)展優(yōu)勢(shì)和不足以及面臨的威脅和發(fā)展前景。通過(guò)以上的這幾個(gè)方面再對(duì)NJ鐵通寬帶業(yè)務(wù)的目前發(fā)展形勢(shì)進(jìn)行對(duì)應(yīng)的研究,指出了 NJ鐵通寬帶業(yè)務(wù)的具體發(fā)展經(jīng)營(yíng)方式,主要是分為產(chǎn)品、費(fèi)用、渠道、促銷和服務(wù)等一系列的策略,最后還指出了這些發(fā)展策略的保障和基本支撐。文章主要是通過(guò)SWOT分析和五力模型這些分析研究防范,希望能夠得出寬帶發(fā)展戰(zhàn)略對(duì)NJ鐵通寬帶業(yè)務(wù)具有最終指導(dǎo)意義的結(jié)論,同時(shí)也希望能夠?qū)τ谥幸畦F通發(fā)展具有指導(dǎo)性的建議。
[Abstract]:With the appearance of "telecom reorganization" in 2008, China's telecommunications industry has gradually entered the period of "three pillars" in the competition and development of telecommunications, mobile and Unicom. With the deepening of China's telecommunications system reform and the telecommunications industry has entered the 4G full service operation era, the three operators have accelerated the pace of resource integration, and fully improved their own full service management capacity. Try to occupy the dominant position in the increasingly competitive market. Based on the theory and application of marketing strategy at home and abroad, combined with the characteristics of the industry and the actual situation of NJ TieTong, this paper takes NJ Mobile and NJ Railcom as an example to construct the organizational structure under the new model. Explore the future development of TieTong in the future. By analyzing and summarizing the current domestic broadband promotion and application, and the development environment of NJ Tietong broadband service, the paper analyzes and studies the competitive environment of NJ TieTong Broadband through the five-force model, and then uses SWOT as an analysis and research tool. The development advantages and disadvantages, threats and prospects of NJ TieTong are described. Through the above several aspects, the corresponding research on the current development situation of NJ Tietong broadband service is carried out, and it is pointed out that the specific mode of development and management of NJ TieTong broadband service is mainly divided into products, expenses, and channels. Promotion and service are a series of strategies, and finally, the guarantee and basic support of these development strategies are pointed out. This article mainly through the SWOT analysis and the five forces model these analysis research guard, hoped to be able to draw the broadband development strategy to the NJ TieTong broadband service has the final guidance significance conclusion, At the same time, I also hope to be able to promote the development of TieTong.
【學(xué)位授予單位】：廣西大學(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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