【摘要】：本文從全業(yè)務的定義出發(fā),結(jié)合全業(yè)務運營產(chǎn)業(yè)宏觀環(huán)境和北京通信市場環(huán)境的分析,以及目前北京移動全業(yè)務發(fā)展所遇到的問題、瓶頸和發(fā)展機遇,提出北京移動在全業(yè)務競爭環(huán)境下,集團客戶市場的發(fā)展和競爭策略,對北京移動全業(yè)務競爭策略進行分析。并通過使用全業(yè)務競爭環(huán)境的五力模型,全面分析全業(yè)務市場競爭的各種力量,對北京移動全業(yè)務運營競爭策略進行論證和初步思路設(shè)計,進而對北京移動可采用的全業(yè)務競爭策略進行比較和選擇,通過市場細分、目標市場選擇和全業(yè)務競爭定位,明確北京移動全業(yè)務競爭的總體策略,并針對不同細分市場,設(shè)計全業(yè)務競爭在產(chǎn)品、價格、渠道和促銷等關(guān)鍵營銷組合上可采用的競爭措施,以及組織保障、人力資源保障、產(chǎn)業(yè)鏈保障和信息化保障等確保全業(yè)務競爭順利實施的保障策略。 研究進一步深化了當前全業(yè)務競爭模式的研究,圍繞移動公司面對未來全業(yè)務市場競爭和全業(yè)務運營中可能出現(xiàn)的問題,進行有益的理論探索,具有理論和現(xiàn)實意義
[Abstract]:Starting from the definition of full service, this paper analyzes the macro environment of the whole business operation industry and the communication market environment in Beijing, as well as the problems, bottlenecks and development opportunities encountered by Beijing Mobile in the development of full service. This paper puts forward the development and competition strategy of group customer market under the full service competition environment of Beijing Mobile, and analyzes the full service competition strategy of Beijing Mobile. By using the five-force model of the full-service competitive environment, the paper analyzes all kinds of forces in the full-service market competition, and demonstrates and designs the competitive strategy of Beijing Mobile's full-service operation. Then compare and select the full service competition strategies that can be adopted by Beijing Mobile. Through market segmentation, target market selection and full service competition positioning, the overall strategy of Beijing Mobile full service competition is clarified, and the different subdivision markets are pointed out. Design the competitive measures that can be used in the key marketing mix, such as product, price, channel and promotion, as well as organization guarantee, human resource guarantee, etc. Industry chain security and information security to ensure the smooth implementation of the full business competition security strategy. The research further deepens the research of the current full-service competition mode, and carries on beneficial theoretical exploration around the mobile company facing the future full-service market competition and the possible problems in the full-service operation, which has theoretical and practical significance.
【學位授予單位】：北京郵電大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F626

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本文編號：2214826