【摘要】：工業(yè)及信息化部在2013年12月4日正式對(duì)中國(guó)移動(dòng)、中國(guó)電信及中國(guó)聯(lián)通三家運(yùn)營(yíng)商發(fā)放4G牌照,三大運(yùn)營(yíng)商均獲得TD-LTE牌照。這也標(biāo)志在運(yùn)營(yíng)3G業(yè)務(wù)超過(guò)五年以后,三大運(yùn)營(yíng)商都拿到了名正言順的4G業(yè)務(wù)商用牌照,三大運(yùn)營(yíng)商根據(jù)各自的規(guī)劃相繼開(kāi)始部署4G網(wǎng)絡(luò),由于中國(guó)移動(dòng)現(xiàn)有技術(shù)競(jìng)爭(zhēng)格局處于弱勢(shì)地位,因此在4G時(shí)代必須抓住寶貴的窗口期加快建設(shè)4G網(wǎng)絡(luò)、加快發(fā)展4G用戶,4G時(shí)代誰(shuí)能夠率先擴(kuò)大4G客戶規(guī)模,誰(shuí)就將占據(jù)絕對(duì)優(yōu)勢(shì)。本文在從移動(dòng)HG分公司整體競(jìng)爭(zhēng)格局分析出發(fā),闡述了目前移動(dòng)4G業(yè)務(wù)開(kāi)展背景,4G技術(shù)發(fā)展情況,研究移動(dòng)HG分公司的價(jià)格、渠道等現(xiàn)有執(zhí)行策略,總結(jié)移動(dòng)HG分公司執(zhí)行策略中短板及形成原因,全面分析移動(dòng)HG分公司內(nèi)部環(huán)境與外部環(huán)境結(jié)合與競(jìng)爭(zhēng)伙伴的營(yíng)銷策略的對(duì)比情況并通過(guò)SWOT分析方法設(shè)立移動(dòng)HG分公司分析矩陣,確定市場(chǎng)細(xì)分和發(fā)展方向分析三種營(yíng)銷理論選定使用4R理論制定移動(dòng)HG分公司4G業(yè)務(wù)四個(gè)層面的營(yíng)銷策略,最后基于4R理論制定了四個(gè)層面的策略實(shí)施方案,并通過(guò)創(chuàng)新4G營(yíng)銷機(jī)制體制,加強(qiáng)成本控制,服務(wù)提升客戶忠誠(chéng)度,加快本地4G網(wǎng)絡(luò)建設(shè)等四個(gè)方面保障營(yíng)銷策略順利實(shí)施。本文通過(guò)對(duì)移動(dòng)HG分公司的全面分析,秉承從理論中來(lái)到實(shí)踐中去的理念,通過(guò)運(yùn)用4R理論為移動(dòng)HG分公司4G業(yè)務(wù)營(yíng)銷提供策略建議,希望對(duì)移動(dòng)HG分公司4G業(yè)務(wù)發(fā)展提供一定的助力。
[Abstract]:The Ministry of Industry and Information Technology issued 4G licences to China Mobile, China Telecom and China Unicom on Dec. 4, 2013. All three operators were granted TD-LTE licences. This also indicates that after more than five years of operating 3G services, the three major operators have all received legitimate business licenses for 4G services. The three major operators have started to deploy 4G networks one after another according to their respective plans. Because the competitive situation of China Mobile's existing technology is in a weak position, in the 4G era, it is necessary to seize the precious window to speed up the construction of 4G networks, accelerate the development of 4G users, and who can take the lead in expanding the scale of 4G customers in the 4G era. Whoever will take the absolute advantage. Based on the analysis of the overall competition pattern of Mobile HG Branch, this paper expounds the background of 4G service development, the development of 4G technology, the price and channel of Mobile HG Branch, and so on. Summarize the execution strategy of Mobile HG Branch and its forming reasons, This paper comprehensively analyzes the comparison between the internal and external environment of mobile HG branch and the marketing strategy of competitive partners, and establishes the analysis matrix of mobile HG branch by means of SWOT analysis method. Determine the Market Segmentation and Development Direction Analysis three kinds of marketing theories choose to use 4R theory to make the marketing strategy of 4G business of mobile HG branch company, and finally, based on the 4R theory, make the strategy implementation plan of four levels. And through innovating 4G marketing mechanism system, strengthening cost control, improving customer loyalty, speeding up the construction of local 4G network, we can ensure the successful implementation of marketing strategy. Based on the comprehensive analysis of Mobile HG Branch, this paper adheres to the concept of coming to practice from the theory, and provides strategic suggestions for 4G business marketing of Mobile HG Branch by using 4R theory. Hope to provide certain help to the 4G service development of Mobile HG Branch.
【學(xué)位授予單位】：哈爾濱工程大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F626;F274

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本文編號(hào)：2401155