本文選題：遼寧聯(lián)通　切入點(diǎn)：3G業(yè)務(wù)　出處：《大連理工大學(xué)》2012年碩士論文

【摘要】：對(duì)遼寧聯(lián)通3G業(yè)務(wù)營(yíng)銷(xiāo)的研究具有重要的意義：①有利于增強(qiáng)遼寧聯(lián)通的營(yíng)銷(xiāo)意識(shí)和提營(yíng)銷(xiāo)能力,更好的應(yīng)對(duì)變化了的競(jìng)爭(zhēng)環(huán)境；②對(duì)3G業(yè)務(wù)的營(yíng)銷(xiāo)問(wèn)題進(jìn)行專(zhuān)門(mén)研究,對(duì)遼寧聯(lián)通3G業(yè)務(wù)的具體開(kāi)展具有指導(dǎo)意義；③電信重組之后,3G業(yè)務(wù)的競(jìng)爭(zhēng)成為電信運(yùn)營(yíng)商競(jìng)爭(zhēng)的主戰(zhàn)場(chǎng)。對(duì)3G業(yè)務(wù)營(yíng)銷(xiāo)策略的研究有利于在遼寧聯(lián)通在新的、主要的戰(zhàn)場(chǎng)上抓住戰(zhàn)機(jī),鎖定勝局。 2011年下半年,遼寧聯(lián)通全業(yè)務(wù)市場(chǎng)份額為37.86%,低于遼寧移動(dòng)的56.24%,而遼寧聯(lián)通移動(dòng)網(wǎng)市場(chǎng)份額僅為14.15%更是遠(yuǎn)遠(yuǎn)低于遼寧移動(dòng)的79.93%。面對(duì)如此嚴(yán)峻的形勢(shì),遼寧聯(lián)通必須認(rèn)真科學(xué)的分析內(nèi)外環(huán)境和自身優(yōu)劣勢(shì),抓住關(guān)鍵問(wèn)題,努力提升自己。3G移動(dòng)牌照的發(fā)放給遼寧聯(lián)通提供了發(fā)展的良好機(jī)遇,如何抓住機(jī)遇,抓好3G市場(chǎng)營(yíng)銷(xiāo)對(duì)遼寧聯(lián)通是亟待解決的重大課題。 在這種形勢(shì)下,本文首先介紹了遼寧聯(lián)通公司的發(fā)展現(xiàn)狀和存在的問(wèn)題。重組給遼寧聯(lián)通公司帶來(lái)了諸多亟待解決的問(wèn)題,文化需要融合,組織需要協(xié)調(diào),這些問(wèn)題如果不盡快根本性解決,對(duì)于長(zhǎng)期發(fā)展就會(huì)有深遠(yuǎn)影響；遼寧聯(lián)通公司的用戶規(guī)模低于競(jìng)爭(zhēng)對(duì)手,其3G用戶只占到了遼寧移動(dòng)的2/3左右；遼寧聯(lián)通缺乏品牌優(yōu)勢(shì),在今后的營(yíng)銷(xiāo)中,如何將自身強(qiáng)大的技術(shù)優(yōu)勢(shì)轉(zhuǎn)化成品牌優(yōu)勢(shì),是遼寧聯(lián)通進(jìn)行品牌重塑需要考慮的重點(diǎn),而這需要在終端、服務(wù)、業(yè)務(wù)和網(wǎng)絡(luò)等各個(gè)層面下足功夫。 本文第二部分和第三部分對(duì)遼寧聯(lián)通所面臨的內(nèi)外環(huán)境進(jìn)行了分析。首先從法律環(huán)境、經(jīng)濟(jì)環(huán)境、社會(huì)文化環(huán)境、人口狀況和技術(shù)環(huán)境五個(gè)方面分析了外部環(huán)境對(duì)3G業(yè)務(wù)的影響。其次,從競(jìng)爭(zhēng)態(tài)勢(shì)和競(jìng)爭(zhēng)能力兩方面探究了遼寧聯(lián)通目前面臨的競(jìng)爭(zhēng)環(huán)境。再次,本文分析了遼寧聯(lián)通的組織結(jié)構(gòu)、業(yè)務(wù)表現(xiàn)和當(dāng)前營(yíng)銷(xiāo)現(xiàn)狀等內(nèi)部環(huán)境。最后,總結(jié)出遼寧聯(lián)通公司目前而臨的機(jī)會(huì)與威脅以及自身發(fā)展的優(yōu)劣勢(shì)。 本文第四部分通過(guò)市場(chǎng)細(xì)分確立了遼寧聯(lián)通公司的目標(biāo)市場(chǎng),確立好市場(chǎng)定位后提出了遼寧聯(lián)通的3G業(yè)務(wù)市場(chǎng)營(yíng)銷(xiāo)策略：①協(xié)調(diào)產(chǎn)品發(fā)展；②加強(qiáng)品牌建設(shè)；③差異化定價(jià)；④建設(shè)和完善多個(gè)營(yíng)銷(xiāo)渠道；⑤積極采用廣告宣傳、公共關(guān)系和營(yíng)業(yè)推廣。
[Abstract]:The research on 3G business marketing of Liaoning Unicom has important significance: 1 is helpful to enhance the marketing consciousness and ability of Liaoning Unicom, and better deal with the changing competition environment. It is of guiding significance to carry out the 3G business of Liaoning Unicom. After the reorganization of telecom, the competition of 3G service has become the main battlefield of the competition of telecom operators. The research on the marketing strategy of 3G service is beneficial to the new one in Liaoning Unicom. Capture the fighters on the main battlefield and lock in the victory. In the second half of 2011, the total market share of Liaoning Unicom was 37.86, which was lower than that of Liaoning Mobile 56.24.The market share of Liaoning Unicom's mobile network was only 14.15%, which was much lower than that of Liaoning Mobile's 79.93%. Faced with such a grim situation, Liaoning Unicom must seriously and scientifically analyze the internal and external environment and its own advantages and disadvantages, grasp the key issues, and strive to promote the issuance of its .3G mobile license to provide Liaoning Unicom with a good opportunity for development, and how to seize the opportunity. Grasp 3 G marketing to Liaoning Unicom is an important subject to be solved urgently. In this situation, this paper first introduces the current situation and existing problems of Liaoning Unicom Company. The reorganization has brought many problems to be solved urgently for Liaoning Unicom Company. The culture needs to be integrated, and the organization needs coordination. If these problems are not fundamentally resolved as soon as possible, they will have a profound impact on long-term development. The size of Liaoning Unicom's subscribers is lower than that of its competitors, and its 3G subscribers only account for about two-thirds of Liaoning Mobile's; Liaoning Unicom lacks brand advantages. In the future marketing, how to transform its strong technical advantage into brand advantage is the key point that Liaoning Unicom needs to consider in brand remodeling, which needs to work hard at all levels, such as terminal, service, business and network. The second and third parts of this paper analyze the internal and external environment facing Liaoning Unicom. First of all, from the legal environment, economic environment, social and cultural environment, This paper analyzes the influence of external environment on 3G service from five aspects of population status and technological environment. Secondly, it explores the competitive environment facing Liaoning Unicom from two aspects: competition situation and competitive ability. Again, This paper analyzes the internal environment of Liaoning Unicom, such as its organizational structure, business performance and current marketing situation. Finally, it summarizes the opportunities and threats that Liaoning Unicom is facing at present, as well as the advantages and disadvantages of its own development. In the fourth part of this paper, the target market of Liaoning Unicom is established by market segmentation. After establishing a good market position, the author puts forward Liaoning Unicom's marketing strategy of 3G business: 1 to coordinate product development and 2 to strengthen brand construction, build up different pricing channels, and perfect many marketing channels to actively adopt advertising, public relations and business promotion.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F626;F274

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