【摘要】：本文從全業(yè)務(wù)的定義出發(fā),結(jié)合全業(yè)務(wù)運(yùn)營產(chǎn)業(yè)宏觀環(huán)境和北京通信市場(chǎng)環(huán)境的分析,以及目前北京移動(dòng)全業(yè)務(wù)發(fā)展所遇到的問題、瓶頸和發(fā)展機(jī)遇,提出北京移動(dòng)在全業(yè)務(wù)競(jìng)爭(zhēng)環(huán)境下,集團(tuán)客戶市場(chǎng)的發(fā)展和競(jìng)爭(zhēng)策略,對(duì)北京移動(dòng)全業(yè)務(wù)競(jìng)爭(zhēng)策略進(jìn)行分析。并通過使用全業(yè)務(wù)競(jìng)爭(zhēng)環(huán)境的五力模型,全面分析全業(yè)務(wù)市場(chǎng)競(jìng)爭(zhēng)的各種力量,對(duì)北京移動(dòng)全業(yè)務(wù)運(yùn)營競(jìng)爭(zhēng)策略進(jìn)行論證和初步思路設(shè)計(jì),進(jìn)而對(duì)北京移動(dòng)可采用的全業(yè)務(wù)競(jìng)爭(zhēng)策略進(jìn)行比較和選擇,通過市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇和全業(yè)務(wù)競(jìng)爭(zhēng)定位,明確北京移動(dòng)全業(yè)務(wù)競(jìng)爭(zhēng)的總體策略,并針對(duì)不同細(xì)分市場(chǎng),設(shè)計(jì)全業(yè)務(wù)競(jìng)爭(zhēng)在產(chǎn)品、價(jià)格、渠道和促銷等關(guān)鍵營銷組合上可采用的競(jìng)爭(zhēng)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(wù)競(jìng)爭(zhēng)順利實(shí)施的保障策略。 研究進(jìn)一步深化了當(dāng)前全業(yè)務(wù)競(jìng)爭(zhēng)模式的研究,圍繞移動(dòng)公司面對(duì)未來全業(yè)務(wù)市場(chǎng)競(jìng)爭(zhēng)和全業(yè)務(wù)運(yùn)營中可能出現(xiàn)的問題,進(jìn)行有益的理論探索,具有理論和現(xiàn)實(shí)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(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F626

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本文編號(hào)：2214826