本文選題：南京移動(dòng) + 4G��； 參考：《南京大學(xué)》2015年碩士論文

【摘要】：在過去5年的3G全業(yè)務(wù)時(shí)代,國內(nèi)三大運(yùn)營商之間的競爭越發(fā)的激烈,中國移動(dòng)通信集團(tuán)公司(以下簡稱中國移動(dòng))本來居于絕對優(yōu)勢地位,卻因?yàn)槠渎浜蟮?G網(wǎng)絡(luò)技術(shù),在3G時(shí)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(dòng)互聯(lián)時(shí)代隨之到來,運(yùn)營商傳統(tǒng)的語音業(yè)務(wù)收入也隨之下降,同時(shí)數(shù)據(jù)流量相關(guān)的業(yè)務(wù)發(fā)展的速度卻越來越快,中國移動(dòng)也因此提出了由傳統(tǒng)的話務(wù)經(jīng)營向流量經(jīng)營轉(zhuǎn)型的新戰(zhàn)略。而作為中國移動(dòng)下屬分公司之一的中國移動(dòng)通信集團(tuán)南京分公司(以下簡稱南京移動(dòng)),在3G全業(yè)務(wù)時(shí)代的市場競爭中同樣出現(xiàn)了市場份額的喪失和利潤的下降,同時(shí)也根據(jù)總公司流量經(jīng)營的戰(zhàn)略轉(zhuǎn)型要求,急需要調(diào)整自身的營銷策略,并嘗試探尋出一條符合南京移動(dòng)現(xiàn)狀的流量經(jīng)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(guān)理論,重點(diǎn)回顧了市場營銷組合理論和消費(fèi)者行為理論,并根據(jù)流量經(jīng)營業(yè)務(wù)本身的特點(diǎn)擬定了流量經(jīng)營的營銷策略的要點(diǎn),為本文的研究提供了研究框架。同時(shí),由于國外的運(yùn)營商在流量經(jīng)營的工作已經(jīng)走在我們前面,國內(nèi)也已經(jīng)有所探索,本文也對國內(nèi)外流量經(jīng)營方面的探索進(jìn)行了闡述,總結(jié)了部分比較成功的經(jīng)驗(yàn)。接著對南京移動(dòng)流量經(jīng)營工作取得效果的現(xiàn)狀以及現(xiàn)行流量經(jīng)營策略進(jìn)行了分析,找出了南京移動(dòng)目前流量經(jīng)營策略的存在產(chǎn)品網(wǎng)絡(luò)覆蓋不全、渠道功能落后、產(chǎn)品價(jià)格偏高、促銷手段和內(nèi)容單一的問題。同時(shí),本文對影響南京移動(dòng)用戶的手機(jī)上網(wǎng)行為的相關(guān)因素進(jìn)行了分析,得出南京移動(dòng)需要在手機(jī)和用戶兩方面同步進(jìn)行細(xì)化目標(biāo)定位。最終,結(jié)合南京移動(dòng)所掌控的資源,得出了南京移動(dòng)的流量經(jīng)營營銷組合策略:加快網(wǎng)絡(luò)覆蓋、加強(qiáng)定制手機(jī)發(fā)展、同步開展手機(jī)應(yīng)用推廣并進(jìn)行差異化促銷。本文主要立足于南京移動(dòng)這一地市分公司的現(xiàn)狀,在營銷資源大部分掌控在上級公司的環(huán)境下,進(jìn)行分析研究并得出切合中國移動(dòng)地市分公司實(shí)際的營銷策略,希望能夠?yàn)橹袊苿?dòng)地市公司的流量經(jīng)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(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F626

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