本文選題：市場(chǎng)營(yíng)銷策略　切入點(diǎn)：中國(guó)移動(dòng)　出處：《信陽(yáng)師范學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：早在2013年年末,工業(yè)與信息產(chǎn)業(yè)部為我國(guó)三大通信運(yùn)營(yíng)商頒發(fā)了4G相關(guān)運(yùn)營(yíng)許可證,這標(biāo)志著中國(guó)4G網(wǎng)絡(luò)時(shí)代的全面到來(lái)。首先,如果把4G網(wǎng)絡(luò)和3G網(wǎng)絡(luò)進(jìn)行對(duì)比,可以發(fā)現(xiàn)4G網(wǎng)絡(luò)不只是實(shí)現(xiàn)了通信業(yè)務(wù)能力和數(shù)據(jù)承載能力的增強(qiáng),同時(shí)它能夠快速地實(shí)現(xiàn)通信網(wǎng)絡(luò)的轉(zhuǎn)型和發(fā)展。其次,隨著4G牌照的頒發(fā),移動(dòng)互聯(lián)網(wǎng)開(kāi)始呈現(xiàn)飛速發(fā)展態(tài)勢(shì),并成為我國(guó)各行業(yè)關(guān)注的焦點(diǎn)。其中處在風(fēng)口的主要有三家基礎(chǔ)通信運(yùn)營(yíng)商(移動(dòng)、電信、聯(lián)通)以及各個(gè)互聯(lián)網(wǎng)企業(yè)(例如百度、阿里、騰訊等)。最后,通過(guò)對(duì)其他發(fā)達(dá)國(guó)家的相關(guān)經(jīng)驗(yàn)研究,可以發(fā)現(xiàn)數(shù)據(jù)流量應(yīng)用的爆發(fā)必將使移動(dòng)互聯(lián)網(wǎng)在我國(guó)取得巨大發(fā)展,因此這對(duì)于網(wǎng)絡(luò)的數(shù)據(jù)承受能力提出了較高的要求,也更需要通信運(yùn)營(yíng)商在經(jīng)營(yíng)過(guò)程中實(shí)施新型發(fā)展戰(zhàn)略、對(duì)網(wǎng)絡(luò)結(jié)構(gòu)和運(yùn)營(yíng)策略進(jìn)行有效調(diào)整,以便迎合4G網(wǎng)絡(luò)時(shí)代市場(chǎng)經(jīng)濟(jì)的發(fā)展需求。在實(shí)際運(yùn)營(yíng)中,通過(guò)學(xué)習(xí)了國(guó)外的相關(guān)工作經(jīng)驗(yàn),三大通信運(yùn)營(yíng)商提出了一致的觀點(diǎn):發(fā)展以4G網(wǎng)絡(luò)和相關(guān)流量產(chǎn)品是未來(lái)市場(chǎng)的主要發(fā)展目標(biāo),通過(guò)對(duì)以往的網(wǎng)絡(luò)結(jié)構(gòu)和運(yùn)營(yíng)策略的調(diào)整,可以更好地跟上4G網(wǎng)絡(luò)時(shí)代市場(chǎng)經(jīng)濟(jì)的發(fā)展要求,實(shí)現(xiàn)對(duì)網(wǎng)絡(luò)建設(shè)和銷售規(guī)劃工作的全面轉(zhuǎn)型,以保證企業(yè)能夠?qū)崿F(xiàn)更大的發(fā)展。隨著我國(guó)移動(dòng)互聯(lián)網(wǎng)的全面發(fā)展,以及用戶人數(shù)的不斷地增多,導(dǎo)致通信運(yùn)營(yíng)商在業(yè)務(wù)拓展,用戶人數(shù)以及銷售額等指標(biāo)的表現(xiàn)上都和以前有著明顯變化。在4G業(yè)務(wù)快速發(fā)展的新時(shí)期,通信運(yùn)營(yíng)商需要實(shí)現(xiàn)企業(yè)發(fā)展和經(jīng)營(yíng)模式的轉(zhuǎn)變,由傳統(tǒng)的買(mǎi)方市場(chǎng)向一個(gè)新的以營(yíng)銷為中心的市場(chǎng)轉(zhuǎn)變,同時(shí)以移動(dòng)互聯(lián)網(wǎng)技術(shù)為基礎(chǔ),實(shí)現(xiàn)產(chǎn)業(yè)進(jìn)一步的發(fā)展,這對(duì)通信運(yùn)營(yíng)商在實(shí)現(xiàn)資源的有效利用,進(jìn)行公司全面轉(zhuǎn)型、升級(jí)以及達(dá)到企業(yè)利潤(rùn)最大化等方面具有重要意義。本文中,主要是以河南移動(dòng)公司為實(shí)例,通過(guò)文獻(xiàn)調(diào)研和實(shí)踐的有效結(jié)合,并以河南移動(dòng)公司當(dāng)前4G市場(chǎng)的發(fā)展現(xiàn)狀和相應(yīng)問(wèn)題的分析,通過(guò)PEST和SWOT等工具,提出河南移動(dòng)公司將會(huì)在未來(lái)的網(wǎng)絡(luò)建設(shè)中以4G業(yè)務(wù)為工作的重點(diǎn),并結(jié)合問(wèn)題提出了可行性的發(fā)展建議。其次,通過(guò)對(duì)企業(yè)發(fā)展多個(gè)維度的全面分析,提出了河南移動(dòng)公司的4G市場(chǎng)營(yíng)銷策略,把用戶服務(wù)、產(chǎn)品宣傳等多種手段結(jié)合在一起,有效地促進(jìn)4G市場(chǎng)的快速發(fā)展,并為河南移動(dòng)公司的未來(lái)發(fā)展提供了強(qiáng)大的發(fā)展支撐。最后,提出了4G市場(chǎng)發(fā)展的主要手段,主要是從團(tuán)隊(duì)建設(shè),經(jīng)營(yíng)策略調(diào)整,產(chǎn)品優(yōu)化,以及進(jìn)行相應(yīng)的宣傳活動(dòng)。通過(guò)實(shí)施以上的發(fā)展戰(zhàn)略,可以使河南移動(dòng)公司在發(fā)展4G業(yè)務(wù)過(guò)程中處于絕對(duì)的優(yōu)勢(shì)地位,并在未來(lái)處于行業(yè)的領(lǐng)先位置。論文通過(guò)運(yùn)用市場(chǎng)營(yíng)銷理論和分析工具,在關(guān)注當(dāng)前河南移動(dòng)公司整體發(fā)展趨勢(shì)和跨行業(yè)競(jìng)爭(zhēng)局勢(shì)上,將市場(chǎng)營(yíng)銷理論與河南移動(dòng)公司具體運(yùn)營(yíng)相結(jié)合,對(duì)當(dāng)前河南移動(dòng)公司4G業(yè)務(wù)開(kāi)展研究,通過(guò)對(duì)當(dāng)前發(fā)展現(xiàn)狀、相應(yīng)問(wèn)題和運(yùn)營(yíng)環(huán)境的分析,進(jìn)而得出實(shí)踐性較強(qiáng)的市場(chǎng)營(yíng)銷策略,對(duì)今后河南移動(dòng)公司市場(chǎng)營(yíng)銷工作有一定創(chuàng)新性的指導(dǎo)作用。
[Abstract]:As early as the end of 2013, the Ministry of industry and Information Industry issued 4G operating license for China's three major telecom operators, which marks the Chinese 4G network era is coming. First, if the 4G network and 3G network are compared, can be found to enhance the 4G network not only realizes communication services and data carrying ability at the same time ability, it can quickly realize the transformation and development of the communication network. Secondly, with the license issued by 4G, the mobile Internet is beginning to show the rapid development trend, and become the focus of attention of various industries in China. The main one at the outlet should have three basic telecommunications operators (mobile, telecom, China Unicom) and various Internet companies (such as Baidu, Ali, Tencent, etc.). Finally, through the study of the relevant experience of other developed countries, can be found in the application of data flow will make the outbreak of the mobile Internet has made great development in our country For this exhibition, so the network data capacity put forward higher requirements, but also need more communication operators to implement new development strategy in the process of operation, effectively adjust the network structure and operating strategy, in order to meet the development needs of 4G network era of market economy. In actual operation, through the study of related work experience abroad the three major telecom operators put forward the same view: the development of the 4G network traffic and related products are the main objectives of the future development of the market, based on the network structure and the operation strategy of the adjustment, the better to keep up with the development of 4G network era, the requirements of the market economy, realize the comprehensive transformation of the network construction and sales planning the work, to ensure that enterprises can achieve greater development. With the comprehensive development of China's mobile Internet, and the number of users increases, resulting in communications operators In business development, the number of users and sales and other indicators of performance and had changed significantly. In the new era of the rapid development of 4G services, telecom operators need to realize the transformation of enterprise development and business model, from the traditional buyer's market to a new change in the market for the heart to marketing, at the same time the mobile Internet technology as the foundation, to achieve further development of industry, the telecommunication operators in to achieve efficient use of resources, the company comprehensive upgrading and transformation, has important significance to achieve the maximum profit for the enterprise and so on. This paper is mainly to the Henan Mobile Corporation as an example, through the effective combination of literature research and practice, analysis and Mobile Corporation in Henan the current development status of 4G market and corresponding problems, through PEST and SWOT, the Henan Mobile Corporation will in the future network construction in 4G business As the focus of the work, and combining the problems put forward proposals for the development of feasibility. Secondly, through a comprehensive analysis of the development of the multi dimensions of the enterprise, put forward the 4G marketing strategy of Henan Mobile Corporation, the customer service, product promotion and other means together, effectively promote the rapid development of the 4G market, and provides the development strong support for the future development of the Henan Mobile Corporation. Finally, put forward the main means for the development of the 4G market, mainly from the construction team, adjust business strategy, product optimization, and the corresponding promotional activities. Through the implementation of the above strategy, can make Henan Mobile Corporation in the absolute dominant position in the development of 4G business. And in the future in a leading position in the industry. This paper through the use of marketing theory and analysis tools, pay attention to the present Henan Mobile Corporation overall development trend and cross Industry competition situation, the market marketing theory and combining the specific operation of Mobile Corporation in Henan, to carry out research on the Henan Mobile Corporation 4G business, by the current development status, problems and the corresponding analysis of the operating environment, and then draw the practical marketing strategy, have a certain guiding role of innovation to the future of Henan Mobile Corporation marketing work.

【學(xué)位授予單位】：信陽(yáng)師范學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F626;F274

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本文編號(hào)：1558175