本文選題：通信行業(yè) + 營銷策略　； 參考：《華中師范大學(xué)》2017年碩士論文

【摘要】：中國電信業(yè)經(jīng)過多輪重組改革,打破了行業(yè)壟斷局面,使得通信行業(yè)形成良性市場(chǎng)競(jìng)爭(zhēng)環(huán)境。當(dāng)今隨著移動(dòng)互聯(lián)網(wǎng)時(shí)代迅猛發(fā)展,通信運(yùn)營商在加強(qiáng)基礎(chǔ)通信設(shè)備建設(shè)的基礎(chǔ)上,更加重視通信產(chǎn)品市場(chǎng)營銷方式。當(dāng)今通信行業(yè)已不單純是技術(shù)競(jìng)爭(zhēng),而是產(chǎn)品和用戶服務(wù)競(jìng)爭(zhēng),是多樣化的營銷策略競(jìng)爭(zhēng)。L通信公司是三大電信運(yùn)營商之一,擁有移動(dòng)網(wǎng)、固定網(wǎng)、數(shù)據(jù)網(wǎng)、傳輸網(wǎng)、互聯(lián)網(wǎng)五大優(yōu)質(zhì)通信網(wǎng)絡(luò),以及技術(shù)更先進(jìn)、應(yīng)用更廣泛、速度更快捷、產(chǎn)業(yè)鏈更成熟的具有國際主流技術(shù)標(biāo)準(zhǔn)的3G與4G移動(dòng)網(wǎng)絡(luò),主營業(yè)務(wù)涵蓋移動(dòng)通信、固定通信、寬帶互聯(lián)網(wǎng)、數(shù)據(jù)通信、網(wǎng)絡(luò)接入和各類電信增值業(yè)務(wù)。隨著信息化日益成為轉(zhuǎn)變國民經(jīng)濟(jì)發(fā)展方式的重要力量,L通信公司助力“智慧中國”建設(shè),為經(jīng)濟(jì)社會(huì)信息化發(fā)展做出了積極貢獻(xiàn)。本文運(yùn)用市場(chǎng)營銷理論并結(jié)合SWOT分析,對(duì)L通信公司的市場(chǎng)環(huán)境、經(jīng)營狀況、存在問題進(jìn)行了全面分析研究,在產(chǎn)品、渠道、服務(wù)、執(zhí)行推廣等方面提出了合理化建議,在改善產(chǎn)品質(zhì)量、優(yōu)化合作模式,為大客戶提供定制產(chǎn)品方面提出了優(yōu)化策略;在渠道營銷方面,采用線上線下協(xié)同化經(jīng)營來強(qiáng)化產(chǎn)品的渠道銷售執(zhí)行落地;通過突出品牌形象、強(qiáng)化品牌管理、重點(diǎn)區(qū)域目標(biāo)人群定向宣傳推廣來提高企業(yè)品牌影響力;在用戶服務(wù)方面,通過增強(qiáng)全員服務(wù)意識(shí)與流程優(yōu)化相結(jié)合來提升客戶滿意度,多措并舉使得L通信公司在湖北省具備競(jìng)爭(zhēng)優(yōu)勢(shì)。
[Abstract]:The telecom industry in China has broken the monopoly situation and formed a healthy market competition environment after many rounds of restructuring and reform.With the rapid development of the mobile Internet era, communication operators pay more attention to the marketing of communication products on the basis of strengthening the construction of basic communication equipment.Nowadays, the communication industry is not only the competition of technology, but also the competition of products and customer service. It is a diversified marketing strategy competition. L Communication Company is one of the three major telecom operators, which has mobile network, fixed network, data network and transmission network.The five major high-quality communication networks of the Internet, as well as 3G and 4G mobile networks with more advanced technology, wider application, faster speed and more mature industrial chain with international mainstream technical standards, cover mobile communications and fixed communications.Broadband Internet, data communication, network access and various telecommunications value-added services.With informatization becoming an important force in transforming the mode of national economic development, L Communications Company has helped to build "China of Wisdom" and made positive contributions to the development of economic and social informatization.Based on the marketing theory and SWOT analysis, this paper makes a comprehensive analysis and research on the market environment, management situation and existing problems of L Communication Company, and puts forward some reasonable suggestions in the aspects of product, channel, service, execution and promotion, etc.In improving product quality, optimizing cooperation mode, providing customized products for large customers, the optimization strategy is put forward, in the aspect of channel marketing, on-line and offline coordinated management is adopted to strengthen the execution of product channel sales.By highlighting the brand image, strengthening brand management, the targeted population in key areas to promote the promotion of corporate brand influence; in terms of user services, through the enhancement of the whole service awareness and process optimization to enhance customer satisfaction,Multiple measures to make L communication company in Hubei Province has a competitive advantage.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F626

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