發(fā)布時(shí)間：2018-07-20 09:57

【摘要】：自2014年年末4G牌照發(fā)放以來(lái)已經(jīng)歷時(shí)兩年。兩年來(lái)國(guó)內(nèi)運(yùn)營(yíng)商的市場(chǎng)營(yíng)銷(xiāo)環(huán)境和競(jìng)爭(zhēng)格局都在發(fā)生巨大的變化。高校市場(chǎng)作為運(yùn)營(yíng)商的一個(gè)細(xì)分市場(chǎng),具有重要的戰(zhàn)略意義和特殊性,對(duì)于中國(guó)電信來(lái)說(shuō),如何在4G時(shí)代做好高校市場(chǎng)的營(yíng)銷(xiāo)是自集團(tuán)公司開(kāi)始就高度重視的問(wèn)題。XX市作為985、211高校和各類(lèi)大、中專(zhuān)院校林立的省會(huì)城市,運(yùn)營(yíng)商拼搶異常激烈。XX電信公司高校市場(chǎng)營(yíng)銷(xiāo)水平在全集團(tuán)排名名列前茅,研究XX電信如何面對(duì)激勵(lì)的競(jìng)爭(zhēng)環(huán)境,在占全省1/3容量的高校市場(chǎng)做好用戶(hù)營(yíng)銷(xiāo)就具有重要意義,對(duì)全國(guó)各地市也有良好的示范效應(yīng)。本文主要通過(guò)經(jīng)營(yíng)策略、企業(yè)戰(zhàn)略管理PEST分析模型、波特五力分析模型、SWOT分析模型,對(duì)當(dāng)前XX電信校園市場(chǎng)營(yíng)銷(xiāo)的經(jīng)營(yíng)策略問(wèn)題進(jìn)行系統(tǒng)研究,分析XX電信高校市場(chǎng)營(yíng)銷(xiāo)策略問(wèn)題。本文首先闡述營(yíng)銷(xiāo)策略相關(guān)理論和模型,以及總結(jié)和分析學(xué)術(shù)界對(duì)于電信市場(chǎng)和運(yùn)營(yíng)商高校市場(chǎng)營(yíng)銷(xiāo)策略的研究成果,其次對(duì)XX電信高校市場(chǎng)營(yíng)銷(xiāo)外部環(huán)境和內(nèi)部環(huán)境進(jìn)行分析,其中外部環(huán)境包括產(chǎn)業(yè)政策、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境和技術(shù)環(huán)境,以及供應(yīng)商、購(gòu)買(mǎi)者議價(jià)能力、潛在競(jìng)爭(zhēng)者、替代品和現(xiàn)有競(jìng)爭(zhēng)者五種競(jìng)爭(zhēng)力;內(nèi)部環(huán)境包括XX電信企業(yè)概況、市場(chǎng)經(jīng)營(yíng)情況、消費(fèi)者行為特征,并進(jìn)行了SWOT分析,研究XX電信面臨的機(jī)會(huì)和威脅、存在的優(yōu)勢(shì)和劣勢(shì)。最后,分別從目標(biāo)市場(chǎng)選擇、產(chǎn)品策略、定價(jià)策略、品牌策略、渠道策略、促銷(xiāo)策略六個(gè)維度對(duì)XX電信高校市場(chǎng)的營(yíng)銷(xiāo)策略進(jìn)行分析,探索4G時(shí)代XX電信在校園市場(chǎng)的新環(huán)境下應(yīng)對(duì)競(jìng)爭(zhēng)、提升份額的思路和舉措。最后,通過(guò)2016年XX電信在高校市場(chǎng)營(yíng)銷(xiāo)活動(dòng)的實(shí)施對(duì)本文所形成的營(yíng)銷(xiāo)策略進(jìn)行評(píng)估和驗(yàn)證,確定本文研究對(duì)實(shí)際工作的指導(dǎo)和應(yīng)用價(jià)值。
[Abstract]:It has been two years since 4G licences were issued in late 2014. Over the past two years, the marketing environment and competition pattern of domestic operators are undergoing tremendous changes. As a subdivision market of operators, the university market has important strategic significance and particularity. For China Telecom, How to do well the marketing of colleges and universities in the 4G era is a problem that has been highly valued since the beginning of the Group Company. Xx is the capital city of 985211 colleges and universities and all kinds of universities and technical secondary schools. The marketing level of colleges and universities in the telecom company is among the highest in the whole group. It is of great significance to study how XX Telecom faces the competitive environment of incentives, and to do a good job of user marketing in the university market, which accounts for one-third of the capacity of the province. There is also a good demonstration effect for all prefectures and cities throughout the country. This article mainly through the management strategy, the enterprise strategic management pest analysis model, the Porter five forces analysis model and the SWOT analysis model, carries on the system research to the XX telecommunication campus marketing management strategy question. This paper analyzes the marketing strategy of XX telecom colleges and universities. This paper first describes the relevant theories and models of marketing strategy, and summarizes and analyzes the academic research results of telecom market and university marketing strategy of operators. Secondly, it analyzes the external and internal marketing environment of XX telecom universities, which includes industrial policy, economic environment, social and cultural environment and technological environment, as well as suppliers, buyers' bargaining power, potential competitors, The internal environment includes the general situation of XX telecom enterprise, the market management situation, the consumer behavior characteristic, and carries on the SWOT analysis to study the opportunity and the threat, the superiority and the inferiority of XX telecom. Finally, from the target market choice, the product strategy, the pricing strategy, the brand strategy, the channel strategy, the promotion strategy six dimensions separately carries on the analysis to the XX telecommunication university market marketing strategy, Explore the 4G era XX telecom in the new environment of the campus market to cope with competition and increase the share of ideas and measures. Finally, through the implementation of XX telecom marketing activities in colleges and universities in 2016, the paper evaluates and verifies the marketing strategies formed in this paper, and determines the guidance and application value of this study to the practical work.
【學(xué)位授予單位】：南京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F626;F274

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