【摘要】：隨著中國(guó)電信業(yè)的飛速發(fā)展,其在社會(huì)生活中所占據(jù)的位置也越來(lái)越重要。根據(jù)國(guó)家政策的調(diào)整,我國(guó)的電信業(yè)已由最初的壟斷模式轉(zhuǎn)變?yōu)楦?jìng)爭(zhēng)模式,正是在這種模式下,中國(guó)三大電信公司:中國(guó)聯(lián)通,中國(guó)移動(dòng)和中國(guó)電信之間的競(jìng)爭(zhēng)關(guān)系呈現(xiàn)出愈演愈烈的形式。4G技術(shù)是指“第四代移動(dòng)通信技術(shù)”,它是3G業(yè)務(wù)的延續(xù),在數(shù)據(jù)傳輸方面,4G就技術(shù)具有比3G技術(shù)更加快速的能力。在2013年12月4日,中國(guó)工信部正式向中國(guó)電信行業(yè)的三巨頭:中國(guó)聯(lián)通、中國(guó)移動(dòng)和中國(guó)電信發(fā)放TD-LTE 4G通信業(yè)務(wù)牌照,這標(biāo)志著我過(guò)電信行業(yè)正式進(jìn)入了4G時(shí)期。本文以中國(guó)聯(lián)通哈爾濱分公司為研究對(duì)象,運(yùn)用多種理論方法對(duì)其4G營(yíng)銷策略進(jìn)行了綜合全面的研究,包括:PEST分析法、SWOT分析法、波特競(jìng)爭(zhēng)模型分析法等。首先,從哈爾濱聯(lián)通公司4G的營(yíng)銷現(xiàn)狀和存在的問(wèn)題入手進(jìn)行分析;其次,分析了哈爾濱聯(lián)通4G業(yè)務(wù)的營(yíng)銷環(huán)境,在分析營(yíng)銷環(huán)境時(shí),本文采用了PEST分析法、波特競(jìng)爭(zhēng)模型和SWOT分析法三種方法進(jìn)行綜合分析,包括4G業(yè)務(wù)營(yíng)銷的宏觀環(huán)境、行業(yè)環(huán)境、哈爾濱聯(lián)通公司內(nèi)部環(huán)境;接下來(lái),本文根據(jù)分析的結(jié)果對(duì)哈爾濱聯(lián)通4G業(yè)務(wù)的營(yíng)銷策略進(jìn)行制定,包括目標(biāo)市場(chǎng)、市場(chǎng)定位,以及從產(chǎn)品策略、價(jià)格策略、服務(wù)策略和促銷策略四個(gè)方面進(jìn)行分析制定;最后,本文根據(jù)哈爾濱聯(lián)通4G業(yè)務(wù)的營(yíng)銷現(xiàn)狀和營(yíng)銷策略,提出了營(yíng)銷策略實(shí)施的保障,包括:4G覆蓋、網(wǎng)絡(luò)、財(cái)力支持、優(yōu)化管理、拓展新渠道、完善績(jī)效考核六個(gè)方面。本文通過(guò)哈爾濱聯(lián)通4G營(yíng)銷策略進(jìn)行系統(tǒng)的分析,得到了相應(yīng)的營(yíng)銷策略和結(jié)果,為中國(guó)聯(lián)通哈爾濱分公司的進(jìn)一步發(fā)展提供了一定的參考。
[Abstract]:With the rapid development of Chinese telecom industry, its position in social life is becoming more and more important. According to the adjustment of state policy, China's telecommunications has changed from the initial monopoly model to the competition model. It is under this mode that the three major telecommunications companies in China: China Unicom, The competitive relationship between China Mobile and China Telecom is becoming more and more fierce. 4G technology refers to the "fourth generation mobile communication technology", which is the continuation of 3G services, in terms of data transmission. 4G technology has the ability to be faster than 3G technology. On December 4, 2013, China's Ministry of Industry and Information Technology (MIIT) officially issued TD-LTE 4G business licences to China Unicom, China Mobile and China Telecom, marking the beginning of the 4G era in the telecommunications industry. In this paper, China Unicom Harbin Branch as the research object, using a variety of theoretical methods to its 4G marketing strategy for a comprehensive study, including: PEST analysis, SWOT analysis, Porter competition model analysis and so on. First of all, from the Harbin Unicom 4G marketing situation and existing problems to start with the analysis; Secondly, the marketing environment of Harbin Unicom 4G business is analyzed. When analyzing the marketing environment, this paper adopts PEST analysis, Porter competition model and SWOT analysis to carry on the comprehensive analysis, including the macro environment of 4G business marketing. Industry environment, Harbin Unicom company internal environment; Next, according to the results of the analysis, this paper makes the marketing strategy of Harbin Unicom 4G business, including the target market, market positioning, and from the product strategy, price strategy, service strategy and promotion strategy. Finally, according to the current marketing situation and marketing strategy of Harbin Unicom 4G business, this paper puts forward the guarantee of the implementation of marketing strategy, including: 4G coverage, network, financial support, optimized management, development of new channels, perfect performance appraisal. Through the systematic analysis of the 4G marketing strategy of Harbin Unicom, this paper obtains the corresponding marketing strategy and results, which provides a certain reference for the further development of China Unicom Harbin Branch.
【學(xué)位授予單位】：哈爾濱理工大學(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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本文編號(hào)：2453150