本文選題：油田通信 + 通信市場��； 參考：《東北石油大學》2017年碩士論文

【摘要】：隨著全國通信市場的迅猛發(fā)展,經(jīng)過國務院對通信企業(yè)改革重組,大慶油田通信公司對油田領域的壟斷被打破,即大慶油田區(qū)域通信產(chǎn)業(yè)可以由不同通信企業(yè)良性競爭共同為用戶提供通信業(yè)務服務。油田通信公司面臨著前所未有的挑戰(zhàn),與油田通信公司競爭的企業(yè)主要集中在聯(lián)通、電信,移動三個公司。為解決油田通信公司目前逐漸被分食的市場地位,為油田通信公司在激烈的通信業(yè)市場競爭中取得優(yōu)勢,必須根據(jù)目前油田通信公司通信產(chǎn)品及通信市場進行細分,制定出相應細分通信產(chǎn)品的市場營銷組合策略,才能保障公司在大慶通信業(yè)中的穩(wěn)定良好發(fā)展。本文研究了大慶油田通信市場發(fā)展的現(xiàn)狀,發(fā)展趨勢和競爭形勢,在此基礎上,運用市場營銷的基本理論分析了大慶油田通信公司的內外部競爭環(huán)境,深入分析了油田通信公司的特點,內、外部情況和未來面對競爭對手在通信市場中搶占用戶所應采取的市場營銷組合策略。本文共分五個部分:第1部分介紹了當前通信市場的研究背景,目的及意義。研究了近年來國內外研究文獻,對比國內外研究情況的優(yōu)缺點,并提出改進方向,確定了本文的研究方法及內容;第2部分闡述了通信市場及特點,中國目前通信市場中市場細分及定位、通信市場特點及市場細分的理論依據(jù),為確定本文研究中應制定的營銷組合及組合策略提供基礎;第3部分對大慶油田通信市場進行細分,分析了大慶油田通信市場情況及特點,并對用戶進行問卷調查,重點調查用戶對公司目前通信產(chǎn)品滿意度情況,及對寬帶網(wǎng)速,費用的意見。針對問卷調查結果,重點分析了用戶目前對公司的基本態(tài)度,對公司通信產(chǎn)品提出的意見;第4部分研究了大慶油田通信公司市場的細分及定位,從傳統(tǒng)業(yè)務和新興業(yè)務兩個方面對細分后的業(yè)務內容及其定位做了具體分析。第5部分研究了針對大慶油田通信公司市場細分的營銷組合策略,主要分為傳統(tǒng)業(yè)務的營銷組合策略和新興業(yè)務的營銷組合策略兩個方面。并在分析營銷組合策略中結合4Ps理論,即產(chǎn)品,價格,渠道,促銷四個方面進行研究。確定今后大慶油田通信公司主要發(fā)展目標,以及公司必須細分品牌,調整產(chǎn)品策略、價格策略、拓展營銷渠道,作好促銷工作,并提出了大慶油田通信公司要繼續(xù)保持或擴大市場優(yōu)勢應在顧客滿意策略上采取的對策。
[Abstract]:With the rapid development of the national communications market and the reform and reorganization of communications enterprises by the State Council, the monopoly of Daqing Oilfield Communications Company on the oil field has been broken. That is, the regional communication industry of Daqing Oilfield can provide communication services to customers by benign competition among different communication enterprises. Oil field communication companies are facing unprecedented challenges. The enterprises competing with oil field communication companies mainly focus on three companies: Unicom, telecom and mobile. In order to solve the market position of the oil field communication company which is gradually divided, and to gain the advantage in the fierce market competition of the oil field communication company, it is necessary to subdivide it according to the communication products and the communication market of the oil field communication company at present. In order to ensure the company's stable and good development in Daqing communication industry, the marketing combination strategy of corresponding subdivision communication products is worked out. This paper studies the present situation, development trend and competition situation of communication market in Daqing Oilfield. On this basis, the paper analyzes the internal and external competition environment of Daqing Oilfield Communication Company by using the basic theory of marketing. In this paper, the characteristics, internal and external situation of oil field communication company and the strategy of marketing combination should be adopted in the face of competition to seize the customers in the communication market in the future. This paper is divided into five parts: the first part introduces the research background, purpose and significance of the current communication market. This paper studies the domestic and foreign research literature in recent years, compares the advantages and disadvantages of the domestic and foreign research situation, and proposes the improvement direction, determines the research method and the content of this paper. The market segmentation and positioning, the characteristics of the communication market and the theoretical basis of the market segmentation in China at present provide the basis for the determination of the marketing mix and combination strategy that should be formulated in this paper. In the third part, the communication market of Daqing oilfield is subdivided, and the situation and characteristics of the communication market in Daqing oilfield are analyzed, and the questionnaire survey is carried out to investigate the satisfaction of the users to the company's current communication products, and the broadband network speed. Views on costs Based on the results of the questionnaire survey, the author analyzes the basic attitude of the users to the company and their opinions on the communication products of the company. The fourth part studies the market segmentation and positioning of Daqing Oilfield Communications Company. From the traditional business and the new business two aspects of the subdivision of the business content and positioning made a specific analysis. The fifth part studies the marketing combination strategy of Daqing oil field communication company, which is divided into two aspects: the traditional business marketing combination strategy and the new business marketing combination strategy. And in the analysis of marketing mix strategy combined with 4Ps theory, that is, product, price, channel, promotion four aspects are studied. To determine the main development objectives of Daqing Oilfield Communications Company in the future, and that the company must subdivide its brand, adjust its product strategy, price strategy, expand its marketing channels, and do a good job of promoting sales. The countermeasures to maintain or expand the market superiority of Daqing Oil Field Communications Company are put forward.
【學位授予單位】：東北石油大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F626;F274

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