本文選題：智能手機(jī)　切入點(diǎn)：農(nóng)村市場(chǎng)　出處：《南京郵電大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：目前,Y市農(nóng)村市場(chǎng)4G用戶滲透率低,其主要原因在于Y市聯(lián)通長(zhǎng)期對(duì)農(nóng)村市場(chǎng)的忽略,人員配置、渠道覆蓋面、營(yíng)銷力度均不如城市市場(chǎng),導(dǎo)致農(nóng)村用戶對(duì)移動(dòng)網(wǎng)絡(luò)的認(rèn)識(shí)遠(yuǎn)遠(yuǎn)落后于城市用戶,對(duì)終端的認(rèn)識(shí)也僅停留于電話等基礎(chǔ)性功能。因此,農(nóng)村市場(chǎng)智能終端滲透率較低,農(nóng)村用戶的終端配置普遍較低,智能終端的市場(chǎng)相對(duì)較空白。如何挖掘農(nóng)村市場(chǎng)智能手機(jī)業(yè)務(wù)的巨大市場(chǎng)空間,以提高Y市聯(lián)通整體效益水平,成為Y市聯(lián)通主要工作方向與目標(biāo),因此Y市針對(duì)農(nóng)村市場(chǎng)開展智能手機(jī)營(yíng)銷項(xiàng)目。本研究主要包括四個(gè)核心部分,分別是理論基礎(chǔ)、環(huán)境分析、智能手機(jī)營(yíng)銷項(xiàng)目策略及項(xiàng)目實(shí)施、研究結(jié)論。(1)理論基礎(chǔ):本研究所用理論主要有項(xiàng)目管理理論和市場(chǎng)營(yíng)銷理論,其中,項(xiàng)目管理理論主要界定項(xiàng)目管理概念,并結(jié)合營(yíng)銷項(xiàng)目特征界定營(yíng)銷項(xiàng)目的生命周期;本研究所用的市場(chǎng)營(yíng)銷理論主要包括PEST模型、波特五力模型、STP分析以及4Ps理論;(2)環(huán)境分析:本研究對(duì)Y市智能手機(jī)農(nóng)村營(yíng)銷項(xiàng)目進(jìn)行營(yíng)銷環(huán)境分析,用PEST模型分析Y市智能手機(jī)市場(chǎng)的宏觀環(huán)境,用波特五力模型分析競(jìng)爭(zhēng)環(huán)境,從市場(chǎng)銷售情況分析內(nèi)部環(huán)境,結(jié)果表明,Y市智能手機(jī)農(nóng)村市場(chǎng)較為空白,且發(fā)展?jié)摿^大,適合開展智能手機(jī)營(yíng)銷項(xiàng)目;(3)智能手機(jī)營(yíng)銷項(xiàng)目策略及實(shí)施:主要包括項(xiàng)目啟動(dòng)階段、計(jì)劃階段、調(diào)研階段、策略落地階段、收尾階段,其中啟動(dòng)階段主要分析項(xiàng)目干系人,確定項(xiàng)目研究對(duì)象,并制定項(xiàng)目目標(biāo);項(xiàng)目計(jì)劃內(nèi)容主要包括項(xiàng)目范圍、項(xiàng)目周期、成本估算以及風(fēng)險(xiǎn)計(jì)劃;項(xiàng)目調(diào)研階段,分析智能手機(jī)在農(nóng)村市場(chǎng)發(fā)展的問(wèn)題與難點(diǎn),并以此為依據(jù),對(duì)Y市農(nóng)村智能手機(jī)市場(chǎng)的營(yíng)銷策略現(xiàn)狀進(jìn)行分析,從價(jià)格策略、渠道策略、促銷策略以及服務(wù)策略等方面進(jìn)行梳理,總結(jié)目前營(yíng)銷策略存在的問(wèn)題;項(xiàng)目策略落地階段根據(jù)STP理論制定目標(biāo)市場(chǎng),并結(jié)合項(xiàng)目調(diào)研結(jié)果,根據(jù)4Ps理論,從產(chǎn)品、價(jià)格、渠道、促銷、服務(wù)等方面提出策略;項(xiàng)目收尾階段主要從人力資源和制度兩個(gè)方面探討保障營(yíng)銷策略順利實(shí)施的建議,以保證營(yíng)銷項(xiàng)目各項(xiàng)策略落地應(yīng)用。(4)基于上述分析,本研究最后對(duì)本項(xiàng)目取得的成果進(jìn)行總結(jié),并對(duì)未來(lái)相關(guān)營(yíng)銷項(xiàng)目的發(fā)展提出展望。
[Abstract]:At present, the low penetration rate of 4G users in the rural market of YY City is mainly due to the long-term neglect of the rural market by YY City Unicom, the allocation of personnel, the coverage of channels, and the intensity of marketing are all inferior to those of the urban market. As a result, the understanding of mobile network of rural users lags far behind that of urban users, and the understanding of terminals only stays at the basic functions such as telephone. Therefore, the penetration rate of intelligent terminals in rural markets is low, and the terminal configuration of rural users is generally low. The market of intelligent terminal is relatively blank. How to excavate the huge market space of smart phone business in rural market, in order to improve the overall benefit level of Y City Unicom, become the main work direction and target of Y City Unicom, This research mainly includes four core parts: theoretical basis, environment analysis, smart phone marketing project strategy and project implementation. Conclusion: the main theories used in this study are project management theory and marketing theory, in which project management theory defines the concept of project management and defines the life cycle of marketing project combined with the characteristics of marketing project. The marketing theories used in this study mainly include PEST model, Porter's five-force model and 4Ps theory. The macro environment of smart phone market in Y city is analyzed by PEST model, the competitive environment is analyzed by Porter's five-force model, and the internal environment is analyzed from the situation of market sales. The results show that the rural market of smart phone in Y city is relatively blank and has great development potential. Smart phone marketing project strategy and implementation: mainly include project start-up phase, planning phase, research stage, strategy landing stage, closing stage, in which the start-up phase mainly analyzes the stakeholders, The main contents of the project plan include project scope, project cycle, cost estimation and risk planning. In the phase of project research, the problems and difficulties in the development of smart phone in rural market are analyzed. Based on this, this paper analyzes the current situation of the marketing strategy of the rural smart phone market in Y city, summarizes the problems existing in the current marketing strategy from the aspects of price strategy, channel strategy, promotion strategy and service strategy. At the landing stage of the project strategy, the target market is formulated according to STP theory, and combined with the research results of the project, according to the 4Ps theory, the strategy is put forward from the aspects of product, price, channel, promotion, service and so on. The final stage of the project mainly discusses the suggestions of ensuring the smooth implementation of the marketing strategy from the two aspects of human resources and system, in order to ensure the successful application of each strategy of the marketing project.) based on the above analysis, Finally, the research summarizes the achievements of the project, and prospects for the future development of related marketing projects.
【學(xué)位授予單位】：南京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.63;F626;F274

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