本文選題：市場拓展 + 移動業(yè)務(wù)��； 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：2008年，國家將電信行業(yè)六個運營商整合為三家運營商，中國電信收購聯(lián)通CDMA網(wǎng)(包括資產(chǎn)和用戶)，聯(lián)通與網(wǎng)通合并，衛(wèi)通的基礎(chǔ)電信業(yè)務(wù)并入中國電信，中國鐵通并入中國移動。形成了電信、移動、聯(lián)通三足鼎立的局面。2009年1月7日，，我國工業(yè)和信息化部給內(nèi)地三家運營商，中國移動、中國電信和中國聯(lián)通發(fā)放3張第三代移動通信(3G)牌照。中國移動拿到TD-SCDMA牌照，中國電信拿到CDMA2000牌照，而聯(lián)通則拿到了WCDMA牌照。自從在中國電信市場形成三足鼎立的局勢后，電信、移動、聯(lián)通三家電信運營商，如何在市場上爭取到更多的客戶資源，在激烈的競爭中建立更穩(wěn)固的競爭優(yōu)勢，提高市場占有率，提高利潤，成為了電信運營商共同關(guān)注的問題。 近幾年來全國移動通信市場得到了快速發(fā)展，導(dǎo)致電信運營商之間移動通信業(yè)務(wù)的競爭越來激烈。中國電信股份有限公司吉林分公司德惠電信公司（以下簡稱“德惠電信公司”），在2008獲取經(jīng)營移動通信業(yè)務(wù)后，如何在激烈的市場競爭中站穩(wěn)腳跟、爭取份額、建立競爭優(yōu)勢，成為了擺在德惠電信公司面前的一項艱巨的任務(wù)。 本文試圖通過對德惠電信公司的內(nèi)外部環(huán)境分析，解決德惠電信市場移動業(yè)務(wù)的市場拓展策略。論文通過SWOT分析方法解析德惠電信公司內(nèi)部發(fā)展現(xiàn)狀，通過PEST分析方法把握德惠電信公司面臨的外部宏觀環(huán)境，最終確定德惠電信公司移動通信業(yè)務(wù)的市場定位，并提出價格策略、渠道策略、銷售促進等具體的市場拓展策略。本文的研究意義主要體現(xiàn)在以下幾方面。第一、有助于德惠市電信公司在移動業(yè)務(wù)發(fā)展方面保持較好的增長態(tài)勢，穩(wěn)定德惠市電信公司的電信市場份額；第二、有利于幫助德惠市電信公司通過移動業(yè)務(wù)發(fā)展，帶動移動業(yè)務(wù)及其他增值業(yè)務(wù)的發(fā)展，加快從固網(wǎng)運營商向綜合信息服務(wù)提供商的企業(yè)轉(zhuǎn)型；第三、通過移動業(yè)務(wù)發(fā)展，有助于帶動德惠市經(jīng)濟發(fā)展。
[Abstract]:In 2008, the state integrated six telecom operators into three. China Telecom acquired China Unicom CDMA network (including assets and subscribers), China Unicom and Netcom merged, and Wetcom's basic telecommunications business was incorporated into China Telecom. China Railcom is incorporated into China Mobile. On January 7, 2009, the Ministry of Industry and Information Technology issued three 3G licences to three mainland operators, China Mobile, China Telecom and China Unicom. China Mobile got a TD-SCDMA license, China Telecom got a CDMA2000 licence and Unicom got a WCDMA licence. Since the formation of a three-pronged situation in the Chinese telecommunications market, three telecom operators, telecommunications, mobile, and Unicom, how to win more customer resources in the market and establish a more stable competitive advantage in the fierce competition, Increasing market share and increasing profit have become the common concern of telecom operators. In recent years, the rapid development of the national mobile communication market has led to the increasingly fierce competition between telecom operators for mobile communication services. China Telecom Co., Ltd. Jilin Branch Dehui Telecom Company (hereinafter referred to as "Dehui Telecom Company"), how to gain a firm foothold in the fierce market competition and establish a competitive advantage after acquiring mobile communications business in 2008, Has become a difficult task in front of Dehui Telecom. This paper attempts to solve the market expansion strategy of Dehui telecom market by analyzing the internal and external environment of Dehui Telecom. This paper analyzes the present situation of Dehui Telecom's internal development through SWOT analysis method, grasps the external macro environment of Dehui Telecom Company by pest analysis method, and finally determines the market position of Dehui Telecom's mobile communication business. And put forward price strategy, channel strategy, sales promotion and other specific market expansion strategy. The research significance of this paper is mainly reflected in the following aspects. First, it will help Dehui Telecom to maintain a better growth trend in the development of its mobile business and stabilize the telecommunications market share of Dehui City Telecom Company; second, it will help Dehui City Telecom Company to develop its mobile business. Promote the development of mobile services and other value-added services, accelerate the transformation from fixed network operators to integrated information service providers; third, through the development of mobile services, it will help to promote the economic development of Dehui City.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F626;F274

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