發(fā)布時(shí)間：2018-03-16 23:13

  本文選題：湖南電信　切入點(diǎn)：3G增值業(yè)務(wù)　出處：《湖南大學(xué)》2014年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近年來(lái)，中國(guó)政府發(fā)放了三張3G運(yùn)營(yíng)牌照，分別是TD-WCDMA、WCDMA、CDMA2000，從2009年3G的大幕正式拉開(kāi)，從此中國(guó)全面跨入3G時(shí)代。帶動(dòng)了整個(gè)產(chǎn)業(yè)鏈的發(fā)展。從人們?nèi)找嬖鲩L(zhǎng)的需求來(lái)看，在語(yǔ)音通信的基礎(chǔ)上，人們開(kāi)始向數(shù)據(jù)需求轉(zhuǎn)移，，逐步開(kāi)始使用流量業(yè)務(wù)，對(duì)于3G上網(wǎng)的速度有了強(qiáng)烈要求。當(dāng)前，2G移動(dòng)通信網(wǎng)絡(luò)已經(jīng)進(jìn)入衰退期，3G網(wǎng)絡(luò)已經(jīng)全面進(jìn)入市場(chǎng)。中國(guó)電信在2008年拿到CDMA網(wǎng)絡(luò)運(yùn)營(yíng)牌照后，緊接著2009年拿到了3G網(wǎng)絡(luò)營(yíng)業(yè)牌照，從而成為中國(guó)市場(chǎng)上第三家移動(dòng)通信運(yùn)營(yíng)商。在3G業(yè)務(wù)飛速發(fā)展中對(duì)中國(guó)電信湖南分公司的3G增值業(yè)務(wù)發(fā)展進(jìn)行了研究探討。 本文以中國(guó)電信湖南分公司（以下簡(jiǎn)稱(chēng)湖南電信）的3G增值業(yè)務(wù)營(yíng)銷(xiāo)策略作為對(duì)象進(jìn)行了研究，第一，通過(guò)對(duì)營(yíng)銷(xiāo)策略的國(guó)內(nèi)外研究成就進(jìn)行回顧和闡述。對(duì)市場(chǎng)營(yíng)銷(xiāo)策略的幾個(gè)著名的分析工具進(jìn)行簡(jiǎn)介。第二，根據(jù)湖南電信的3G增值業(yè)務(wù)現(xiàn)狀，運(yùn)用“STP分析方法”以及SWOT分析方法對(duì)湖南電信所在的3G增值業(yè)務(wù)市場(chǎng)進(jìn)行了市場(chǎng)分析、目標(biāo)市場(chǎng)的細(xì)分以及3G增值業(yè)務(wù)的市場(chǎng)定位。第三，通過(guò)200個(gè)用戶(hù)進(jìn)行了調(diào)研，對(duì)用戶(hù)的3G增值業(yè)務(wù)的需求和消費(fèi)習(xí)慣進(jìn)行了摸底調(diào)查，并對(duì)調(diào)查結(jié)果進(jìn)行了分析。第四，結(jié)合“4Cs”的營(yíng)銷(xiāo)理論對(duì)湖南電信的“用戶(hù)、便捷、溝通、成本”進(jìn)行了分析。結(jié)合湖南電信3G業(yè)務(wù)目前的營(yíng)銷(xiāo)狀況，找出一套適用于湖南電信的3G增值業(yè)務(wù)的營(yíng)銷(xiāo)策略。最后，在此基礎(chǔ)上對(duì)湖南電信3G增值業(yè)務(wù)營(yíng)銷(xiāo)策略的實(shí)施步驟提出了相應(yīng)舉措，其中主要是通過(guò)優(yōu)化市場(chǎng)渠道，通過(guò)搶占渠道資源大力發(fā)展3G增值業(yè)務(wù)。合理的分配3G增值業(yè)務(wù)的發(fā)展補(bǔ)貼，加大激勵(lì)力度，引導(dǎo)渠道進(jìn)行3G增值業(yè)務(wù)的發(fā)展。提升用戶(hù)對(duì)3G增值業(yè)務(wù)的使用感知，以及進(jìn)一步提升服務(wù)能力，為用戶(hù)提供良好的售前、售中、售后的服務(wù)保障。 湖南電信在3G市場(chǎng)上仍然存在很多不足，尤其在是在渠道建設(shè)、終端產(chǎn)業(yè)鏈、人力資源配置、以及用戶(hù)轉(zhuǎn)網(wǎng)政策等方面有所欠缺，這些部分都需要從湖南電信的內(nèi)部和外部劣勢(shì)進(jìn)行優(yōu)化，才能在3G市場(chǎng)上站穩(wěn)腳跟，走出2G時(shí)代的頹廢。獲取更多的市場(chǎng)份額和市場(chǎng)利潤(rùn)。
[Abstract]:In recent years, the Chinese government has issued three 3G operating licences, namely TD-WCDMA-WCDMA-CDMA2000, which officially opened in 2009. Since then, China has entered the 3G era in an all-round way, which has led to the development of the entire industrial chain. Judging from the growing needs of people, On the basis of voice communication, people began to shift to data demand, and gradually began to use traffic services. There is a strong demand for the speed of 3G Internet access. At present, the 2G mobile communication network has entered the recession period and the 3G network has entered the market. After China Telecom received the CDMA network operation license on 2008, it immediately received the 3G network business license on 2009. In the rapid development of 3G services, the development of 3G value-added services of Hunan Branch of China Telecom is studied and discussed. This paper takes the 3G value-added service marketing strategy of Hunan Branch of China Telecom (hereinafter referred to as Hunan Telecom) as the object of study. By reviewing and expounding the domestic and foreign research achievements of marketing strategy and introducing several famous analysis tools of marketing strategy, the second, according to the current situation of 3G value-added service of Hunan Telecom, Using STP analysis method and SWOT analysis method, this paper analyzes the 3G value-added service market of Hunan Telecom, the target market segmentation and the market positioning of 3G value-added service. The demand and consumption habits of 3G value-added services are investigated, and the results of the survey are analyzed. 4th. Combined with the marketing theory of "4Cs", Hunan Telecom's "user, convenience, communication," According to the current marketing situation of Hunan Telecom's 3G service, we find out a set of marketing strategies for Hunan Telecom's 3G value-added service. On this basis, this paper puts forward corresponding measures to implement the marketing strategy of Hunan Telecom's 3G value-added service, which is mainly through optimizing the market channels. By seizing the channel resources and vigorously developing 3G value-added services, rationally allocating the development subsidies of 3G value-added services, increasing incentives, guiding channels to develop 3G value-added services, enhancing users' perception of the use of 3G value-added services, And further enhance the service capacity to provide users with good pre-sale, during-sale, after-sale service protection. Hunan Telecom still has many shortcomings in the 3G market, especially in the aspects of channel construction, terminal industrial chain, human resource allocation, and user switching policy. These parts need to be optimized from the internal and external disadvantages of Hunan Telecom in order to get a firm foothold in the 3G market and get out of the decadence of the 2G era and gain more market share and market profits.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F626;F274

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