本文選題：南京移動 + 4G　； 參考：《南京大學》2015年碩士論文

【摘要】：在過去5年的3G全業(yè)務時代,國內三大運營商之間的競爭越發(fā)的激烈,中國移動通信集團公司(以下簡稱中國移動)本來居于絕對優(yōu)勢地位,卻因為其落后的3G網絡技術,在3G時代的市場競爭中明顯落后于競爭對手。隨著4G牌照的發(fā)放,移動互聯時代隨之到來,運營商傳統的語音業(yè)務收入也隨之下降,同時數據流量相關的業(yè)務發(fā)展的速度卻越來越快,中國移動也因此提出了由傳統的話務經營向流量經營轉型的新戰(zhàn)略。而作為中國移動下屬分公司之一的中國移動通信集團南京分公司(以下簡稱南京移動),在3G全業(yè)務時代的市場競爭中同樣出現了市場份額的喪失和利潤的下降,同時也根據總公司流量經營的戰(zhàn)略轉型要求,急需要調整自身的營銷策略,并嘗試探尋出一條符合南京移動現狀的流量經營的道路。本文首先回顧了企業(yè)在營銷工作中營銷策略制定的相關理論,重點回顧了市場營銷組合理論和消費者行為理論,并根據流量經營業(yè)務本身的特點擬定了流量經營的營銷策略的要點,為本文的研究提供了研究框架。同時,由于國外的運營商在流量經營的工作已經走在我們前面,國內也已經有所探索,本文也對國內外流量經營方面的探索進行了闡述,總結了部分比較成功的經驗。接著對南京移動流量經營工作取得效果的現狀以及現行流量經營策略進行了分析,找出了南京移動目前流量經營策略的存在產品網絡覆蓋不全、渠道功能落后、產品價格偏高、促銷手段和內容單一的問題。同時,本文對影響南京移動用戶的手機上網行為的相關因素進行了分析,得出南京移動需要在手機和用戶兩方面同步進行細化目標定位。最終,結合南京移動所掌控的資源,得出了南京移動的流量經營營銷組合策略:加快網絡覆蓋、加強定制手機發(fā)展、同步開展手機應用推廣并進行差異化促銷。本文主要立足于南京移動這一地市分公司的現狀,在營銷資源大部分掌控在上級公司的環(huán)境下,進行分析研究并得出切合中國移動地市分公司實際的營銷策略,希望能夠為中國移動地市公司的流量經營工作提供可供參考的建議。
[Abstract]:In the past 5 years of 3G full service era, the competition between the three major operators in China is becoming more and more fierce. The Chellona Mobile Communications Corporation Cmcc (hereinafter referred to as China Mobile) originally occupies an absolute dominant position, but because of its backward 3G network technology, the competition in the market competition in the 3G era is obviously behind the competitors. With the issuance of the 4G license, the movement is mutual. With the advent of the era, the traditional voice business income of the operators has also declined, while the speed of the data flow related business is growing faster and faster. China Mobile has also proposed a new strategy from traditional telephone business to traffic management. As one of the China Mobile affiliates, the China Mobile Communications Group South. Beijing Branch (hereinafter referred to as Nanjing mobile) has also appeared the loss of market share and the decline of profit in the market competition of the 3G full business era. At the same time, according to the strategic transformation requirements of the general company's flow management, it is urgent to adjust its own marketing strategy and try to find a road of flow management which is in line with the current situation of Nanjing's mobile. Firstly, this paper reviews the related theories of marketing strategy making in the marketing work, focusing on the marketing combination theory and the consumer behavior theory, and formulating the main points of the marketing strategy according to the characteristics of the flow management business itself, providing a research framework for the research in this paper. The business in the business of the business has already been in front of us, and the domestic exploration has been explored. This article also expounds the exploration of the flow management at home and abroad, and summarizes some successful experiences. Then, the current situation of the effect of the Nanjing mobile flow management work and the current flow management strategy are analyzed and found out. The current flow management strategy of Nanjing mobile is not fully covered by the product network, the channel function is backward, the price of the product is high, the promotion means and the content are single. At the same time, this paper analyzes the related factors affecting the mobile Internet behavior of the mobile users in Nanjing, and concludes that the Nanjing mobile needs to be synchronized in two aspects of the mobile phone and the user. In the end, according to the resources controlled by Nanjing mobile, the strategy of traffic marketing combined with Nanjing mobile is obtained, which is to speed up network coverage, strengthen the development of custom mobile phones, promote the promotion of mobile phone application and carry out differentiation promotion. This paper is based on the current situation of the City branch of Nanjing mobile and the marketing resources. Most control in the environment of the superior company, carry on the analysis and study and come up with the actual marketing strategy of China Mobile City branch, hope to provide the advice for the traffic operation of China Mobile city company.
【學位授予單位】：南京大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F626

【相似文獻】

相關期刊論文 前10條

1 ;中國移動公布今年上半年業(yè)績[J];郵電商情;2000年18期

2 易訊;2000年中國移動碩果累累[J];通信世界;2001年01期

3 ;中國移動正式發(fā)行50億債券[J];通訊世界;2001年07期

4 ;中國移動(香港)公司公布2001年業(yè)績[J];通訊世界;2002年04期

5 ;中移動86億美元收8省市移動[J];每周電腦報;2002年22期

6 向安貴;中國移動與聯通價格戰(zhàn)透視[J];價格理論與實踐;2002年02期

7 行路;解析中國移動系列之一:昨天 今天 明天——中國移動的歷史魄力[J];中國無線電管理;2003年10期

8 劉麗娟;中國移動開打品牌戰(zhàn)[J];商務周刊;2003年09期

9 舒涵;一千萬元 中國移動推進信息化建設[J];中國計算機用戶;2003年43期

10 ;資料[J];中國信息界;2003年16期

相關會議論文 前10條

1 徐麗萍;馬石;;3G業(yè)務的發(fā)展與中國移動的新角色[A];2005'中國通信學會無線及移動通信委員會學術年會論文集[C];2005年

2 童麗娟;;面向3G中國移動的國際化戰(zhàn)略[A];2005'中國通信學會無線及移動通信委員會學術年會論文集[C];2005年

3 石鵬;;中國移動開展流媒體業(yè)務的環(huán)境分析與策略研究[A];通信發(fā)展戰(zhàn)略與業(yè)務管理創(chuàng)新學術研討會論文集[C];2005年

4 郭麗紅;;提升競爭能力 引領3G發(fā)展——中國移動3G戰(zhàn)略與競爭能力探討[A];通信發(fā)展戰(zhàn)略與業(yè)務管理創(chuàng)新學術研討會論文集[C];2005年

5 劉W，

本文編號：1976532