本文選題：市場營銷策略　切入點：中國移動　出處：《信陽師范學院》2017年碩士論文　論文類型：學位論文

【摘要】：早在2013年年末,工業(yè)與信息產業(yè)部為我國三大通信運營商頒發(fā)了4G相關運營許可證,這標志著中國4G網絡時代的全面到來。首先,如果把4G網絡和3G網絡進行對比,可以發(fā)現4G網絡不只是實現了通信業(yè)務能力和數據承載能力的增強,同時它能夠快速地實現通信網絡的轉型和發(fā)展。其次,隨著4G牌照的頒發(fā),移動互聯(lián)網開始呈現飛速發(fā)展態(tài)勢,并成為我國各行業(yè)關注的焦點。其中處在風口的主要有三家基礎通信運營商(移動、電信、聯(lián)通)以及各個互聯(lián)網企業(yè)(例如百度、阿里、騰訊等)。最后,通過對其他發(fā)達國家的相關經驗研究,可以發(fā)現數據流量應用的爆發(fā)必將使移動互聯(lián)網在我國取得巨大發(fā)展,因此這對于網絡的數據承受能力提出了較高的要求,也更需要通信運營商在經營過程中實施新型發(fā)展戰(zhàn)略、對網絡結構和運營策略進行有效調整,以便迎合4G網絡時代市場經濟的發(fā)展需求。在實際運營中,通過學習了國外的相關工作經驗,三大通信運營商提出了一致的觀點:發(fā)展以4G網絡和相關流量產品是未來市場的主要發(fā)展目標,通過對以往的網絡結構和運營策略的調整,可以更好地跟上4G網絡時代市場經濟的發(fā)展要求,實現對網絡建設和銷售規(guī)劃工作的全面轉型,以保證企業(yè)能夠實現更大的發(fā)展。隨著我國移動互聯(lián)網的全面發(fā)展,以及用戶人數的不斷地增多,導致通信運營商在業(yè)務拓展,用戶人數以及銷售額等指標的表現上都和以前有著明顯變化。在4G業(yè)務快速發(fā)展的新時期,通信運營商需要實現企業(yè)發(fā)展和經營模式的轉變,由傳統(tǒng)的買方市場向一個新的以營銷為中心的市場轉變,同時以移動互聯(lián)網技術為基礎,實現產業(yè)進一步的發(fā)展,這對通信運營商在實現資源的有效利用,進行公司全面轉型、升級以及達到企業(yè)利潤最大化等方面具有重要意義。本文中,主要是以河南移動公司為實例,通過文獻調研和實踐的有效結合,并以河南移動公司當前4G市場的發(fā)展現狀和相應問題的分析,通過PEST和SWOT等工具,提出河南移動公司將會在未來的網絡建設中以4G業(yè)務為工作的重點,并結合問題提出了可行性的發(fā)展建議。其次,通過對企業(yè)發(fā)展多個維度的全面分析,提出了河南移動公司的4G市場營銷策略,把用戶服務、產品宣傳等多種手段結合在一起,有效地促進4G市場的快速發(fā)展,并為河南移動公司的未來發(fā)展提供了強大的發(fā)展支撐。最后,提出了4G市場發(fā)展的主要手段,主要是從團隊建設,經營策略調整,產品優(yōu)化,以及進行相應的宣傳活動。通過實施以上的發(fā)展戰(zhàn)略,可以使河南移動公司在發(fā)展4G業(yè)務過程中處于絕對的優(yōu)勢地位,并在未來處于行業(yè)的領先位置。論文通過運用市場營銷理論和分析工具,在關注當前河南移動公司整體發(fā)展趨勢和跨行業(yè)競爭局勢上,將市場營銷理論與河南移動公司具體運營相結合,對當前河南移動公司4G業(yè)務開展研究,通過對當前發(fā)展現狀、相應問題和運營環(huán)境的分析,進而得出實踐性較強的市場營銷策略,對今后河南移動公司市場營銷工作有一定創(chuàng)新性的指導作用。
[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.

【學位授予單位】：信陽師范學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F626;F274

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