本文選題：保定移動 + 波特五力模型��； 參考：《河北大學》2013年碩士論文

【摘要】：目前，隨著移動3G時代的到來，，通信市場資源管制逐步加深，且市場競爭愈加激烈。在這樣的發(fā)展背景下，保定移動通信公司還面臨著同領域競爭伙伴的多重壓力，雖然積極應對挑戰(zhàn)，但是仍受到極大的競爭沖擊：存量客戶流失嚴重，增量市場占比較低，流量經(jīng)營拉動不足，全業(yè)務及終端產(chǎn)品競爭能力偏低，市場發(fā)展出現(xiàn)困窘。保定移動通信公司如何在新形勢下保持在保定地區(qū)移動通信市場競爭中的主導地位，如何在新的市場競爭環(huán)境中適應和發(fā)展，這是一個值得研究的課題。本文以保定移動通信公司為研究案例，利用PEST分析、波特五力模型并結(jié)合本地移動業(yè)務的發(fā)展趨勢與經(jīng)驗總結(jié)，闡述了保定移動市場的形勢，并對保定移動數(shù)據(jù)業(yè)務發(fā)展關鍵要素進行了分析，并為保定移動公司制定充分發(fā)揮自己優(yōu)勢的有效市場營銷策略，力求尋找一條健康、可持續(xù)的移動通信企業(yè)發(fā)展之路。本文結(jié)合作者在保定七年的經(jīng)營工作經(jīng)驗，對保定移動通信公司在市場發(fā)展、客戶分類、精細化營銷、營銷渠道建設及管控方面提供務實、有效的營銷策略，希望本文的研究能夠?qū)Ρ６ㄒ苿庸緮?shù)據(jù)業(yè)務的營銷發(fā)展起到促進作用,并對河北省內(nèi)各兄弟地市移動通信公司也具有一定的參考價值。
[Abstract]:At present, with the arrival of mobile 3G era, communication market resource regulation is gradually deepened, and the market competition is becoming more and more fierce. In such a development background, Baoding Mobile Communications Company is also facing multiple pressures from competition partners in the same field. Although it actively responds to the challenges, it is still subject to great competition: the stock of customers is seriously lost, and the incremental market is relatively low. Flow operation pull insufficient, full business and end product competitiveness is low, market development is embarrassing. How to keep the dominant position in the market competition in Baoding area under the new situation, how to adapt and develop in the new market competition environment, is a subject worth studying. This paper takes Baoding Mobile Communication Company as a case study, using PEST analysis, Porter's five-force model, combined with the development trend and experience of local mobile business, expounds the situation of Baoding mobile market. The key factors of the development of Baoding mobile data service are analyzed, and an effective marketing strategy for Baoding mobile company to give full play to its own advantages is made to find a healthy and sustainable way for the development of mobile communication enterprises. Based on the author's seven years experience in Baoding, this paper provides a practical and effective marketing strategy for Baoding Mobile Communications Company in the aspects of market development, customer classification, fine marketing, marketing channel construction and management and control. It is hoped that the research in this paper can promote the marketing development of data business of Baoding Mobile Company, and also have certain reference value to each brother mobile communication company in Hebei Province.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F626

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