大連LT公司市場營銷策略研究
發(fā)布時間：2018-08-25 09:09
【摘要】：工信部于2013年12月4日,向中國移動、中國LT、中國電信頒發(fā)TD-LTE牌照。時隔一年,2015年2月27日,向中國LT、中國電信頒發(fā)FDD-LTE牌照。至此,中國已全面邁入4G時代。LT公司作為國內(nèi)三大電信運(yùn)營商之一,正積極建造4G精品網(wǎng)絡(luò),一改前期3G、4G雙網(wǎng)運(yùn)營的模式,聚焦“沃4G+”策略�；ヂ�(lián)網(wǎng)企業(yè)的沖擊,營改增政策的負(fù)面影響、行業(yè)競爭格局的愈加激烈,LT公司面臨重重困難。LT公司在3G時代獲得牌照差異化這一技術(shù)優(yōu)勢,現(xiàn)如今4G牌照發(fā)放已經(jīng)被削弱,如何將業(yè)務(wù)持續(xù)增長,減緩傳統(tǒng)業(yè)務(wù)收入下滑、擴(kuò)大4G業(yè)務(wù)市場份額、加快用戶向4G網(wǎng)絡(luò)遷移、減少用戶易網(wǎng)流失,進(jìn)一步增加市場份額是當(dāng)下LT公司面臨的重大難題。本文運(yùn)用工商管理課程所學(xué)知識,對LT公司所處的宏觀環(huán)境和行業(yè)環(huán)境進(jìn)行分析,深入研究企業(yè)內(nèi)部人力、財務(wù)、技術(shù)資源,認(rèn)清企業(yè)網(wǎng)絡(luò)、盈利和運(yùn)營的能力。采用STP、4P's營銷管理的理論,對企業(yè)進(jìn)行市場精準(zhǔn)定位,進(jìn)而制定新形勢、新常態(tài)下,企業(yè)的市場營銷策略。在渠道建設(shè)、產(chǎn)品推廣、費(fèi)用控制、促銷手段四個方面制定企業(yè)營銷的策略,并提出一系列的保障措施。希望本文的觀點(diǎn)會對企業(yè)甚至是行業(yè)今后的運(yùn)營提供積極有效的指導(dǎo)和借鑒意義。
[Abstract]:The Ministry of Industry and Information Technology issued a TD-LTE licence to China Mobile and China LT, China Telecom on December 4, 2013. A year later, February 27, 2015, China LT, China Telecom issued a FDD-LTE licence. At this point, China has entered the 4G era. LT Company, as one of the three major telecom operators in China, is actively building 4G premium network, changing the pre-3GG 4G dual-network operation mode and focusing on "Wao4G" strategy. The impact of the Internet enterprises, the negative impact of the reform and increase policy, the increasingly fierce competition in the industry, LT companies face a lot of difficulties. LT company in the 3G era, the technology advantage of license differentiation, now 4G license issuance has been weakened. How to keep business growth, slow down the decline of traditional business income, expand 4G service market share, speed up the migration of users to 4G network, reduce the loss of user exchange network, further increase market share is a major problem facing LT. Based on the knowledge of business administration course, this paper analyzes the macro environment and industry environment of LT Company, deeply studies the human, financial and technical resources within the enterprise, and recognizes the ability of enterprise network, profit and operation. By using the theory of STP,4P's marketing management, the market positioning of enterprises is carried out precisely, and then the marketing strategy of enterprises under the new normal situation is formulated. In the aspects of channel construction, product promotion, cost control and sales promotion, the marketing strategy is formulated and a series of safeguard measures are put forward. I hope the viewpoint of this paper will provide positive and effective guidance and reference for the future operation of the enterprise and even the industry.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F49
[Abstract]:The Ministry of Industry and Information Technology issued a TD-LTE licence to China Mobile and China LT, China Telecom on December 4, 2013. A year later, February 27, 2015, China LT, China Telecom issued a FDD-LTE licence. At this point, China has entered the 4G era. LT Company, as one of the three major telecom operators in China, is actively building 4G premium network, changing the pre-3GG 4G dual-network operation mode and focusing on "Wao4G" strategy. The impact of the Internet enterprises, the negative impact of the reform and increase policy, the increasingly fierce competition in the industry, LT companies face a lot of difficulties. LT company in the 3G era, the technology advantage of license differentiation, now 4G license issuance has been weakened. How to keep business growth, slow down the decline of traditional business income, expand 4G service market share, speed up the migration of users to 4G network, reduce the loss of user exchange network, further increase market share is a major problem facing LT. Based on the knowledge of business administration course, this paper analyzes the macro environment and industry environment of LT Company, deeply studies the human, financial and technical resources within the enterprise, and recognizes the ability of enterprise network, profit and operation. By using the theory of STP,4P's marketing management, the market positioning of enterprises is carried out precisely, and then the marketing strategy of enterprises under the new normal situation is formulated. In the aspects of channel construction, product promotion, cost control and sales promotion, the marketing strategy is formulated and a series of safeguard measures are put forward. I hope the viewpoint of this paper will provide positive and effective guidance and reference for the future operation of the enterprise and even the industry.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274;F49
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