本文選題：湖南移動(dòng)麻陽縣分公司 + 農(nóng)村市場��； 參考：《西南交通大學(xué)》2017年碩士論文

【摘要】：隨著中國經(jīng)濟(jì)的快速發(fā)展,三大通信運(yùn)營商(中國移動(dòng),中國聯(lián)通,中國電信)在城市市場的激烈競爭使得城市移動(dòng)通信市場的逐步趨于飽和。為了獲得更好的發(fā)展,移動(dòng)運(yùn)營商必須打開新的市場局面。改革開放以來,農(nóng)村經(jīng)濟(jì)和農(nóng)民收入有了很大的提高,通信業(yè)務(wù)的需求日益多樣化,快速發(fā)展的移動(dòng)通信為農(nóng)村經(jīng)濟(jì)發(fā)展奠定了重要的經(jīng)濟(jì)基礎(chǔ)。從1999年發(fā)展至今,湖南移動(dòng)不得不開始面臨業(yè)務(wù)競爭轉(zhuǎn)變,這都?xì)w因于電信業(yè)的三次大重組。三大運(yùn)營商在全業(yè)務(wù)競爭大幕拉開的背景下,開始將各自的業(yè)務(wù)范圍擴(kuò)展至發(fā)展并不深入的農(nóng)村領(lǐng)域。以湖南省麻陽苗族自治縣為例,麻陽地區(qū)城市通信市場發(fā)展已經(jīng)很完備,市場基本接近飽和狀態(tài),同時(shí)城市區(qū)域的收入增長幅度變得越來越小,相反農(nóng)村的通訊市場具有很大的增加新客戶的空間,具有通訊普及率低、客戶眾多的特點(diǎn)。因此,湖南移動(dòng)麻陽通信分公司應(yīng)該增加發(fā)展麻陽地區(qū)農(nóng)村市場的力度,不斷發(fā)展開發(fā)農(nóng)村市場用戶的規(guī)模,同時(shí)使用多種促銷的手段,比如消費(fèi)捆綁策略,加緊推廣寬帶業(yè)務(wù),在不斷鞏固市場份額的同時(shí)不斷提升市場份額的增長。著手研究湖南移動(dòng)在麻陽農(nóng)村地區(qū)的市場策略,在目前改革轉(zhuǎn)型期內(nèi)不僅能夠推廣湖南移動(dòng)話音等新業(yè)務(wù)員,還有利于推動(dòng)寬帶等業(yè)務(wù)的發(fā)展。伴隨著湖南農(nóng)村經(jīng)濟(jì)的飛速發(fā)展,農(nóng)村人口生活水平得到很大的改善,全業(yè)務(wù)將在新開發(fā)的農(nóng)村市場將綻放新的活力。本文主要研究了移動(dòng)通信市場營銷策略在麻陽地區(qū)的拓展情況,采用PEST、SWOT等市場營銷環(huán)境分析方法,對麻陽農(nóng)村地區(qū)的通信市場展開調(diào)研,利用STP策略有效分析了當(dāng)?shù)赜脩舻耐ㄐ欧绞?并通過數(shù)據(jù)挖掘,充分結(jié)合4P等市場營銷理論,對麻陽移動(dòng)在麻陽農(nóng)村通信市場在產(chǎn)品策略、價(jià)格策略、渠道策略、促銷策略等方面提出了相應(yīng)的營銷對策和保障措施。這對于麻陽移動(dòng)農(nóng)村市場的發(fā)展以及湖南移動(dòng)其他農(nóng)村通信市場的開發(fā)具有重要的借鑒意義。
[Abstract]:With the rapid development of Chinese economy, the fierce competition of the three major telecom operators (China Mobile, China Unicom, China Telecom) in the urban market makes the city mobile communication market gradually saturated. In order to achieve better development, mobile operators must open a new market situation. Since the reform and opening up, the rural economy and farmers' income have been greatly improved, and the demand for communication services has become increasingly diversified. The rapid development of mobile communications has laid an important economic foundation for the development of rural economy. Since 1999, Hunan Mobile has had to face the change of business competition, which is attributed to the three major restructuring of the telecommunications industry. Under the background of the whole business competition, the three major operators began to expand their business scope to the rural areas where the development is not deep. Taking Mayang Miao Autonomous County in Hunan Province as an example, the urban communication market in Mayang area has developed very well, and the market is basically close to saturation. At the same time, the range of income growth in urban areas has become smaller and smaller. On the contrary, the rural communication market has the characteristics of increasing the space of new customers, low communication popularization rate and numerous customers. Therefore, Hunan Mobile Mayang Communications Branch should increase its efforts to develop the rural market in Mayang area, continuously develop the scale of rural market users, and at the same time use a variety of promotional measures, such as consumption bundling strategy. Step up the promotion of broadband services, while constantly consolidating market share while increasing market share growth. This paper studies the market strategy of Hunan Mobile in the rural area of Mayang. It can not only popularize the new salespeople such as Hunan Mobile during the period of reform and transformation, but also promote the development of broadband services. With the rapid development of Hunan rural economy, the living standard of rural population has been greatly improved, and the whole business will bloom new vitality in the newly developed rural market. This paper mainly studies the development of mobile communication marketing strategy in Mayang area, and investigates the communication market in rural area of Mayang by using the method of marketing environment analysis, such as PEST-SWOT, etc. This paper analyzes the communication mode of local users effectively by using STP strategy, and through data mining, fully combining with the marketing theory of 4P, analyzes the product strategy, price strategy and channel strategy of Mayang Mobile in the rural communication market of Mayang. The promotion strategy and so on proposed the corresponding marketing countermeasure and the safeguard measure. This is of great significance for the development of mobile rural market in Mayang and the development of other rural communication markets in Hunan Mobile.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F626;F274

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