發(fā)布時間：2018-04-15 12:47

  本文選題：渠道策略 + 集團客戶行業(yè)策略　； 參考：《哈爾濱理工大學》2012年碩士論文

【摘要】：本文通過對中國聯(lián)通第三代移動通信3G網(wǎng)絡外部營銷環(huán)境以及內(nèi)部營銷環(huán)境的研究分析，得出適合中國聯(lián)通的WCDMA第三代移動通信網(wǎng)絡的細分市場及目標客戶群。同時，通過對聯(lián)通3G產(chǎn)品推廣策略和營銷策略的研究，深入了解WCDMA移動通信網(wǎng)絡的業(yè)務能力的特點，使營銷服務人員能更好地為客戶推介3G業(yè)務，為通信運營企業(yè)推廣新產(chǎn)品提供支撐。 本選題針對吉林市中國電信市場發(fā)展現(xiàn)狀、營銷環(huán)境及電信市場營銷存在的問題進行了理論研究和分析，對3G環(huán)境下，吉林市聯(lián)通的發(fā)展策略和企業(yè)市場營銷策略進行較為系統(tǒng)的研究和論述，從而為吉林市的聯(lián)通公司迎接未來的市場競爭、獲取持續(xù)競爭優(yōu)勢，提高市場營銷策略的科學性和有效性提供了建設性意見，為我國的電信事業(yè)的發(fā)展帶來啟發(fā)性的影響。 針對渠道發(fā)展策略方面，創(chuàng)新性地劃分為社會渠道策略、集團客戶行業(yè)策略、個人客戶策略和呼叫中心策略，從銷售體系的角度給予3G產(chǎn)品推廣以全力支撐和保障，，針對于不同的客戶群制定不同的推廣策略，最大化優(yōu)化了渠道結構，完善了渠道體系，全面地提高了渠道效能。
[Abstract]:Through the research and analysis of the external marketing environment and internal marketing environment of 3G mobile communication network of China Unicom, this paper obtains the subdivision market and target customer group of WCDMA third generation mobile communication network suitable for China Unicom.At the same time, through the research of Unicom's 3G product promotion strategy and marketing strategy, we can deeply understand the characteristics of WCDMA mobile communication network's service ability, so that the marketing service personnel can better recommend 3G service to customers.Provide support for communication operation enterprises to promote new products.This topic has carried on the theoretical research and the analysis to the Jilin City China telecommunication market development present situation, the marketing environment and the telecommunication marketing existence question, has carried on the theory research and the analysis to the 3G environment,The development strategy and marketing strategy of Jilin City Unicom are studied and discussed systematically, so that the Unicom Company of Jilin City can meet the market competition in the future and obtain the sustainable competitive advantage.Improving the scientific and effective marketing strategy provides constructive advice and brings enlightening influence to the development of telecommunication industry in China.In terms of channel development strategy, innovative division is divided into social channel strategy, group customer industry strategy, individual customer strategy and call center strategy. From the perspective of sales system, 3G product promotion is fully supported and guaranteed.Aiming at different customer groups, it makes different promotion strategies, maximizes the channel structure, perfects the channel system, and improves the channel efficiency.
【學位授予單位】：哈爾濱理工大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F626

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