本文選題：移動(dòng)通信　切入點(diǎn)：大學(xué)入學(xué)　出處：《西南科技大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái)常規(guī)移動(dòng)通信市場(chǎng)日趨飽和、競(jìng)爭(zhēng)激化,而高校移動(dòng)通信市場(chǎng)呈現(xiàn)出持續(xù)高速增長(zhǎng)態(tài)勢(shì),市場(chǎng)空間發(fā)展?jié)摿薮?各大電信運(yùn)營(yíng)商都將高校市場(chǎng)作為市場(chǎng)戰(zhàn)略的重中之重,對(duì)新增用戶爭(zhēng)奪和綁定成為競(jìng)爭(zhēng)的熱點(diǎn),因此高校市場(chǎng)的爭(zhēng)奪出現(xiàn)白熱化態(tài)勢(shì)。深入研究高校入學(xué)階段通信市場(chǎng)的營(yíng)銷策略,不僅能夠更加有針對(duì)性的滿足高校學(xué)生市場(chǎng)客戶的需求,也有助于對(duì)中國(guó)移動(dòng)更好的參與市場(chǎng)競(jìng)爭(zhēng)。本文首先通過(guò)走訪、問(wèn)卷調(diào)查、文獻(xiàn)資料法查詢、數(shù)據(jù)分析,調(diào)研并分析了大學(xué)生的通信消費(fèi)特征以及消費(fèi)后行為及移動(dòng)需求進(jìn)行分析,并研究影響客戶選擇的各個(gè)因素之間的關(guān)系;在此基礎(chǔ)上調(diào)研綿陽(yáng)高校入學(xué)階段的營(yíng)銷環(huán)境并分析市場(chǎng)競(jìng)爭(zhēng)格局和發(fā)展趨勢(shì),明確出綿陽(yáng)移動(dòng)的優(yōu)勢(shì)和劣勢(shì),為移動(dòng)公司有針對(duì)性的采取和調(diào)整市場(chǎng)營(yíng)銷策略提供第一手資料;依據(jù)市場(chǎng)營(yíng)銷和短期營(yíng)銷項(xiàng)目管理的相關(guān)理論,分析現(xiàn)移動(dòng)在高校入學(xué)階段進(jìn)行營(yíng)銷的問(wèn)題,并根據(jù)4Ps理論研究出此階段包括產(chǎn)品、價(jià)格、營(yíng)銷地點(diǎn)和促銷手段在內(nèi)的綿陽(yáng)高校市場(chǎng)入學(xué)階段的營(yíng)銷策略;根據(jù)后期營(yíng)銷數(shù)據(jù),分析并評(píng)價(jià)綿陽(yáng)移動(dòng)營(yíng)銷策略的效果;針對(duì)實(shí)際營(yíng)銷效果分析了三家通訊公司營(yíng)銷策略的優(yōu)劣,該成果可為綿陽(yáng)移動(dòng)2017年入學(xué)迎新?tīng)I(yíng)銷策略的改進(jìn)提供依據(jù),在此基礎(chǔ)上提出以下幾點(diǎn)營(yíng)銷策略的優(yōu)化。本文針對(duì)高校移動(dòng)通信市場(chǎng)的特殊性,詳細(xì)分析了高校移動(dòng)通信市場(chǎng)營(yíng)銷過(guò)程中客觀存在的主要問(wèn)題,明確了在高校開展?fàn)I銷活動(dòng)的難點(diǎn)。主要提出以下幾點(diǎn)建議供參考:1.必須對(duì)高校移動(dòng)通信市場(chǎng)目標(biāo)客戶群進(jìn)行細(xì)分,通過(guò)細(xì)致入微的需求分析和調(diào)研為制定針對(duì)高校學(xué)生的產(chǎn)品和營(yíng)銷策略打下堅(jiān)實(shí)的基礎(chǔ);2.重視營(yíng)銷管理,尤其是營(yíng)銷策略制定的細(xì)化和落實(shí);3.面對(duì)日趨激烈的競(jìng)爭(zhēng),綿陽(yáng)移動(dòng)應(yīng)該進(jìn)一步創(chuàng)新?tīng)I(yíng)銷策略,切實(shí)抓好前置營(yíng)銷,創(chuàng)新直銷隊(duì)伍管理機(jī)制,最大程度的發(fā)揮出直銷隊(duì)伍的作用。4.綿陽(yáng)移動(dòng)應(yīng)該與高校建立更為牢固的戰(zhàn)略合作關(guān)系,健全完善營(yíng)銷團(tuán)隊(duì),完善迎新保障。5.要加強(qiáng)營(yíng)銷管理,尤其是現(xiàn)場(chǎng)營(yíng)銷的規(guī)范化、有序化、效率化。
[Abstract]:In recent years, the conventional mobile communication market has become increasingly saturated and the competition has intensified. However, the mobile communication market in colleges and universities has shown a sustained and high-speed growth trend, and the market space development potential is huge. All the major telecom operators regard the university market as the top priority of the market strategy, and the contention and binding of the new users become the hot spots of the competition. Therefore, the competition for the university market has become more intense. To study the marketing strategy of the communication market in the stage of college entrance can not only meet the needs of the college students' market customers, but also meet the needs of the college students' market customers. It is also helpful for China Mobile to participate in market competition better. First of all, through visits, questionnaires, literature research, data analysis, This paper investigates and analyzes the characteristics of college students' communication consumption, post-consumer behavior and mobile demand, and studies the relationship between the factors that affect the customer's choice. On this basis, it investigates the marketing environment of Mianyang university entrance stage, analyzes the market competition pattern and development trend, and makes clear the advantages and disadvantages of Mianyang Mobile. To provide first-hand information for mobile companies to adopt and adjust marketing strategies, according to the relevant theories of marketing and short-term marketing project management, to analyze the current mobile marketing in the stage of college entrance. According to the 4Ps theory, this paper studies the marketing strategy of Mianyang university entrance stage, which includes product, price, marketing location and promotion means, analyzes and evaluates the effect of Mianyang mobile marketing strategy according to the later marketing data. This paper analyzes the advantages and disadvantages of the marketing strategies of the three communication companies in view of the actual marketing results, which can provide the basis for the improvement of the marketing strategies of Mianyang Mobile in 2017. On this basis, the following points of marketing strategy optimization are put forward. Aiming at the particularity of mobile communication market in colleges and universities, this paper analyzes in detail the main problems existing in the process of mobile communication marketing in colleges and universities. This paper clarifies the difficulties in carrying out marketing activities in colleges and universities, and puts forward the following suggestions for reference: 1.We must subdivide the target customer base of the mobile communication market in colleges and universities. Through detailed demand analysis and investigation, it lays a solid foundation for the formulation of products and marketing strategies for college students. 2. Pay attention to marketing management, especially the refinement and implementation of marketing strategies. In the face of increasingly fierce competition, Mianyang Mobile should further innovate the marketing strategy, do a good job of leading marketing, innovate the management mechanism of direct selling team, and exert the role of direct selling team to the maximum extent. 4. Mianyang Mobile should establish a more solid strategic cooperative relationship with colleges and universities. Improve the marketing team, perfect the security. 5. strengthen the marketing management, especially the standardization, order and efficiency of the field marketing.
【學(xué)位授予單位】：西南科技大學(xué)
【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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