【摘要】：隨著信息技術(shù)的發(fā)展和人們生活水平質(zhì)量的提高,移動(dòng)信息服務(wù)業(yè)務(wù)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(dòng)信息服務(wù)領(lǐng)域成為電信運(yùn)營商爭奪的高地�；ヂ�(lián)網(wǎng)技術(shù)的蓬勃發(fā)展,使得互聯(lián)網(wǎng)公司也加入到移動(dòng)信息服務(wù)市場的競爭中。寧夏移動(dòng)12580業(yè)務(wù)在發(fā)展起步晚、業(yè)務(wù)基礎(chǔ)差的形勢(shì)下,經(jīng)過不斷地探索經(jīng)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(duì)手的產(chǎn)品同質(zhì)化現(xiàn)象嚴(yán)重。面對(duì)多樣化的公眾客戶需求和日益激烈的市場競爭,中國移動(dòng)應(yīng)如何深度運(yùn)營12580綜合信息門戶成為一個(gè)重要的課題。對(duì)此課題進(jìn)行深入研究,具有很強(qiáng)的現(xiàn)實(shí)意義。 本文嘗試在目前我國信息服務(wù)業(yè)發(fā)展的大背景下,通過對(duì)寧夏移動(dòng)12580業(yè)務(wù)市場營銷環(huán)境中宏觀環(huán)境、行業(yè)環(huán)境和內(nèi)部環(huán)境的分析,并應(yīng)用SWOT分析法歸納總結(jié)出了寧夏移動(dòng)12580業(yè)務(wù)外部的機(jī)會(huì)和威脅,內(nèi)部的優(yōu)勢(shì)和劣勢(shì)。通過對(duì)寧夏電信118114、寧夏移動(dòng)12580、寧夏聯(lián)通116114進(jìn)行對(duì)比分析,結(jié)合寧夏移動(dòng)12580業(yè)務(wù)目前的市場營銷現(xiàn)狀,發(fā)現(xiàn)寧夏移動(dòng)12580存在的問題。通過市場營銷戰(zhàn)略中的STP方法,進(jìn)行寧夏移動(dòng)12580業(yè)務(wù)的市場細(xì)分、目標(biāo)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(chǎn)業(yè)鏈的優(yōu)化寧夏移動(dòng)12580市場營銷策略,希望這些能為寧夏移動(dòng)12580的發(fā)展做出積極貢獻(xiàn)。
[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(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F626;F274

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