寧夏移動12580業(yè)務市場營銷現狀及對策研究
發(fā)布時間：2019-06-14 15:46
【摘要】：隨著信息技術的發(fā)展和人們生活水平質量的提高,移動信息服務業(yè)務快速發(fā)展,市場前景廣闊,客戶需求極大。2008年電信重組后,通信行業(yè)市場競爭更加激烈,移動信息服務領域成為電信運營商爭奪的高地�；ヂ�(lián)網技術的蓬勃發(fā)展,使得互聯(lián)網公司也加入到移動信息服務市場的競爭中。寧夏移動12580業(yè)務在發(fā)展起步晚、業(yè)務基礎差的形勢下,經過不斷地探索經營,目前已取得了一定的發(fā)展,但仍未形成差異化的特色,與競爭對手的產品同質化現象嚴重。面對多樣化的公眾客戶需求和日益激烈的市場競爭,中國移動應如何深度運營12580綜合信息門戶成為一個重要的課題。對此課題進行深入研究,具有很強的現實意義。 本文嘗試在目前我國信息服務業(yè)發(fā)展的大背景下,通過對寧夏移動12580業(yè)務市場營銷環(huán)境中宏觀環(huán)境、行業(yè)環(huán)境和內部環(huán)境的分析,并應用SWOT分析法歸納總結出了寧夏移動12580業(yè)務外部的機會和威脅,內部的優(yōu)勢和劣勢。通過對寧夏電信118114、寧夏移動12580、寧夏聯(lián)通116114進行對比分析,結合寧夏移動12580業(yè)務目前的市場營銷現狀,發(fā)現寧夏移動12580存在的問題。通過市場營銷戰(zhàn)略中的STP方法,進行寧夏移動12580業(yè)務的市場細分、目標市場選擇和市場定位。提出差異化營銷策略、資源的整合利用、打造12580產業(yè)鏈的優(yōu)化寧夏移動12580市場營銷策略,希望這些能為寧夏移動12580的發(fā)展做出積極貢獻。
[Abstract]:With the development of information technology and the improvement of people's living standard, the mobile information service business is developing rapidly, the market prospect is broad, and the customer demand is great. After the telecom reorganization in 2008, the market competition in the communication industry has become more intense, and the mobile information service field has become the high ground for telecom operators to compete for. With the rapid development of Internet technology, Internet companies have also joined the competition in the mobile information service market. Under the situation that Ningxia Mobile 12580 service started late and the business foundation is poor, through continuous exploration and management, it has made certain development, but it has not yet formed the characteristics of differentiation, and the phenomenon of homogenization with competitors is serious. In the face of diversified public customer demand and increasingly fierce market competition, how to deeply operate the 12580 integrated information portal has become an important issue for China Mobile. It is of great practical significance to study this subject in depth. Under the background of the development of information service industry in China, this paper attempts to analyze the macro environment, industry environment and internal environment in the marketing environment of Ningxia Mobile 12580 business, and sums up the external opportunities and threats, internal advantages and disadvantages of Ningxia Mobile 12580 business by using SWOT analysis method. Through the comparative analysis of Ningxia Telecom 118114, Ningxia Mobile 12580 and Ningxia Unicom 116114, combined with the current marketing situation of Ningxia Mobile 12580 business, the existing problems of Ningxia Mobile 12580 are found. Through the STP method in marketing strategy, the market segmentation, target market selection and market positioning of Ningxia Mobile 12580 business are carried out. This paper puts forward the differential marketing strategy, the integration and utilization of resources, and the optimization of Ningxia Mobile 12580 marketing strategy to build 12580 industrial chain. It is hoped that these strategies can make a positive contribution to the development of Ningxia Mobile 12580.
【學位授予單位】：寧夏大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F626;F274
[Abstract]:With the development of information technology and the improvement of people's living standard, the mobile information service business is developing rapidly, the market prospect is broad, and the customer demand is great. After the telecom reorganization in 2008, the market competition in the communication industry has become more intense, and the mobile information service field has become the high ground for telecom operators to compete for. With the rapid development of Internet technology, Internet companies have also joined the competition in the mobile information service market. Under the situation that Ningxia Mobile 12580 service started late and the business foundation is poor, through continuous exploration and management, it has made certain development, but it has not yet formed the characteristics of differentiation, and the phenomenon of homogenization with competitors is serious. In the face of diversified public customer demand and increasingly fierce market competition, how to deeply operate the 12580 integrated information portal has become an important issue for China Mobile. It is of great practical significance to study this subject in depth. Under the background of the development of information service industry in China, this paper attempts to analyze the macro environment, industry environment and internal environment in the marketing environment of Ningxia Mobile 12580 business, and sums up the external opportunities and threats, internal advantages and disadvantages of Ningxia Mobile 12580 business by using SWOT analysis method. Through the comparative analysis of Ningxia Telecom 118114, Ningxia Mobile 12580 and Ningxia Unicom 116114, combined with the current marketing situation of Ningxia Mobile 12580 business, the existing problems of Ningxia Mobile 12580 are found. Through the STP method in marketing strategy, the market segmentation, target market selection and market positioning of Ningxia Mobile 12580 business are carried out. This paper puts forward the differential marketing strategy, the integration and utilization of resources, and the optimization of Ningxia Mobile 12580 marketing strategy to build 12580 industrial chain. It is hoped that these strategies can make a positive contribution to the development of Ningxia Mobile 12580.
【學位授予單位】：寧夏大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F626;F274
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