本文選題：通信行業(yè) + VoLTE產(chǎn)品�。� 參考：《河北經(jīng)貿(mào)大學》2017年碩士論文

【摘要】：隨著電信流量經(jīng)營時代的到來,VoLTE承載著IP數(shù)據(jù)傳輸技術(shù)創(chuàng)新,已經(jīng)逐漸走進了社會公眾身邊。站在運營商角度而言,VoLTE技術(shù)革命性創(chuàng)新,是一種IP數(shù)據(jù)傳輸技術(shù),將會大大增強用戶粘性,擴大流量消費。VoLTE技術(shù)引入高清語音和視頻編解碼,通信質(zhì)量顯著提高,大大提升用戶體驗,明顯優(yōu)于傳統(tǒng)CS語音。電信運營商可以憑借VoLTE提供優(yōu)質(zhì)的語音質(zhì)量體驗來對抗OTT語音的威脅(OTT即Over The Top,指互聯(lián)網(wǎng)公司越過運營商,推出基于互聯(lián)網(wǎng)的語音視頻等數(shù)據(jù)業(yè)務(wù)),與融合通信的無縫集成可以帶來豐富的業(yè)務(wù),有利于開辟新的市場,進一步拓展高清視頻通話等語音增值業(yè)務(wù)。目前中國三大運營商移動、聯(lián)通、電信,都把VoLTE系統(tǒng)定位為至關(guān)重要的戰(zhàn)略任務(wù),均對VoLTE產(chǎn)品寄予厚望,而其也正是E公司VoLTE產(chǎn)品最主要的目標客戶群。在國內(nèi)外運營商即將發(fā)力部署建設(shè)VoLTE的關(guān)鍵階段,在激烈的競爭中,電信系統(tǒng)提供商采用何種市場營銷手段來搶占市場份額,如何樹立良好的品牌形象,具有十分重要的戰(zhàn)略意義。本文運用市場營銷相關(guān)理論,采取案例分析、文獻分析的方法,以E公司為研究對象,針對E公司VoLTE產(chǎn)品市場營銷現(xiàn)狀,結(jié)合通訊市場背景環(huán)境和社會實踐,對E公司市場營銷策略進行系統(tǒng)的研究和分析,總結(jié)和提煉了E公司VoLTE產(chǎn)品營銷當前存在的營銷問題,主要集中在市場定位、產(chǎn)品創(chuàng)新、大客戶服務(wù)等方面,根據(jù)E公司VoLTE產(chǎn)品市場分析,結(jié)合當前主流的4G業(yè)務(wù)實踐,本文提出了E公司VoLTE產(chǎn)品應(yīng)將細分市場定位為我國專一的通信企業(yè),即以中國移動、中國電信、中國聯(lián)通為主的市場發(fā)展定位。由于E公司當前主要開發(fā)的是中國移動市場,因此在E公司VoLTE產(chǎn)品定位方面,首先要以中國移動為主,同時要伺機向中國電信、中國聯(lián)通發(fā)展,力求我國通信市場占領(lǐng)更多的市場份額。在此基礎(chǔ)上,E公司要推進產(chǎn)品創(chuàng)新策略,即注重VoLTE基礎(chǔ)技術(shù)架構(gòu),實行VoLTE下智能網(wǎng)業(yè)務(wù)演進方案,建立VoLTE業(yè)務(wù)創(chuàng)新體系;推進基于市場供求的價格策略,即構(gòu)建與市場聯(lián)動的價格體系,針對E公司VoLTE產(chǎn)品深受大客戶價格波動的影響,特別是E公司目前相對較小的發(fā)展體量,E公司要通過相關(guān)組合策略,以及相應(yīng)的差異化策略,來形成大客戶訂單中的合理利潤;推進基于大客戶的渠道建設(shè),即建立大客戶關(guān)系管理團隊,完善大客戶關(guān)系管理制度,對大客戶進行細分管理,真正讓大客戶滿意。此外,為了保證E公司VoLTE產(chǎn)品營銷策略的有效實施,還必須完善和健全營銷制度,加強市場營銷過程控制,建設(shè)和培養(yǎng)營銷團隊,推進客戶關(guān)系管理,以此提升E公司VoLTE產(chǎn)品核心競爭力,促進E公司VoLTE產(chǎn)品業(yè)務(wù)的可持續(xù)發(fā)展。
[Abstract]:With the arrival of telecom traffic management era, VoLTE carrying IP data transmission technology innovation, has gradually entered the public side.From the operator's point of view, VoLTE is a revolutionary innovation of IP data transmission technology, which will greatly enhance user viscosity, expand traffic consumption. VoLTE technology will introduce high-definition speech and video coding and decoding, and the communication quality will be improved significantly.Greatly improve the user experience, obviously superior to the traditional CS voice.Telecom operators can use VoLTE to provide a quality voice quality experience to counter the threat of OTT voice.The introduction of Internet-based voice and video services and other data services, seamless integration with integrated communications can bring rich services, help to open up a new market, and further expand voice value-added services such as high-definition video calls.At present, China's three major operators, mobile, Unicom, telecommunications, VoLTE system positioning as a critical strategic task, all have high hopes for VoLTE products, and it is the E Company VoLTE products the most important target customer group.In the key stage of domestic and foreign operators' deployment and construction of VoLTE, in the fierce competition, what kind of marketing methods are used by telecom system providers to seize market share, how to set up a good brand image,Has very important strategic significance.Based on the theory of marketing, the method of case analysis and literature analysis, and taking E Company as the research object, this paper combines the background environment of communication market and social practice, aiming at the present situation of VoLTE product marketing in E Company.Based on the systematic research and analysis of E company's marketing strategy, this paper summarizes and refines the current marketing problems of E company's VoLTE product marketing, which mainly focus on market positioning, product innovation, customer service and so on.According to the market analysis of E Company VoLTE products and the current mainstream 4G business practice, this paper puts forward that E Company VoLTE products should position the subdivision market as a unique communication enterprise in China, that is, China Mobile, China Telecom, China Telecom, China Telecom, China Telecom, China Mobile, China Telecom, China Telecom, China Telecom, China Telecom,China Unicom-based market development positioning.Since E Company is currently mainly developing the China Mobile Market, in terms of the positioning of E Company VoLTE products, first of all, China Mobile will be the main player, and at the same time, it will have to wait for the opportunity to develop to China Telecom and China Unicom.Strive for our country communication market to occupy more market share.On this basis, we should push forward the strategy of product innovation, that is, pay attention to the basic technical framework of VoLTE, implement the evolution scheme of intelligent network service under VoLTE, establish the innovation system of VoLTE business, promote the price strategy based on market supply and demand.That is, to build a price system linked to the market, and to aim at the large customer price fluctuation of E Company VoLTE products, especially E Company's relatively small development volume, E company needs to pass the related combination strategy, and the corresponding differentiation strategy.To form the reasonable profit in the order of the big customer; to promote the channel construction based on the big customer, that is, to set up the team of the relationship management of the big customer, to perfect the system of the management of the big customer relationship, to carry on the subdivision management to the big customer, to make the big customer satisfied.In addition, in order to ensure the effective implementation of E Company VoLTE product marketing strategy, it is necessary to perfect and perfect the marketing system, strengthen the marketing process control, build and train the marketing team, and promote customer relationship management.In order to enhance E company VoLTE products core competitiveness, promote E company VoLTE products business sustainable development.
【學位授予單位】：河北經(jīng)貿(mào)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F49
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本文編號：1773817