【摘要】： 移動(dòng)運(yùn)營(yíng)商終端定制營(yíng)銷在國(guó)際市場(chǎng)不是一個(gè)新概念,而是有著非常豐富的歷史和實(shí)踐經(jīng)驗(yàn)。在競(jìng)爭(zhēng)不斷加劇而且多種技術(shù)制式共存的背景下,業(yè)務(wù)將保持持續(xù)發(fā)展的態(tài)勢(shì),這已經(jīng)成為推動(dòng)終端定制進(jìn)一步發(fā)展的最主要?jiǎng)恿�。如何�?gòu)建緊密的產(chǎn)業(yè)鏈,并策動(dòng)產(chǎn)業(yè)鏈之間的競(jìng)爭(zhēng)是移動(dòng)運(yùn)營(yíng)商面臨的新挑戰(zhàn)。其中圍繞著終端定制營(yíng)銷策略,移動(dòng)運(yùn)營(yíng)商如何與終端廠商合作,在哪些方面合作、如何合作就成為雙方關(guān)注的焦點(diǎn)。 本文圍繞以下幾個(gè)方面,對(duì)深圳移動(dòng)終端定制營(yíng)銷進(jìn)行了研究: 一、終端定制營(yíng)銷對(duì)移動(dòng)終端產(chǎn)業(yè)鏈產(chǎn)生的影響及發(fā)展趨勢(shì)分析。本文認(rèn)為定制終端是運(yùn)營(yíng)商制定應(yīng)用標(biāo)準(zhǔn)與規(guī)范來提高其在價(jià)值鏈中的地位及作用的體現(xiàn),并將深入發(fā)展下去。 二、國(guó)外運(yùn)營(yíng)商終端定制發(fā)展?fàn)顩r及其影響分析。本文發(fā)現(xiàn)定制終端在各國(guó)均有不同程度的發(fā)展,但受制于各種條件的影響,存在明顯差異。 三、國(guó)外運(yùn)營(yíng)商終端定制營(yíng)銷案例對(duì)國(guó)內(nèi)運(yùn)營(yíng)商的啟示。國(guó)外運(yùn)營(yíng)商在產(chǎn)品設(shè)計(jì)、定制模式、營(yíng)銷渠道、補(bǔ)貼方式等方面都有長(zhǎng)足之處,可供借鑒。 四、國(guó)內(nèi)運(yùn)營(yíng)商終端定制營(yíng)銷現(xiàn)狀及存在問題分析,重點(diǎn)分析深圳移動(dòng)。深圳移動(dòng)前期采取了正確的定制模式,取得了較好的營(yíng)銷業(yè)績(jī),但定制工作還處于摸索階段,在各方面還有很多需要完善的地方。 在此基礎(chǔ)上,本文就深圳移動(dòng)終端定制營(yíng)銷提出了若干對(duì)策: 一、產(chǎn)品定制應(yīng)該進(jìn)一步向中低端市場(chǎng)延伸;建立立體化的產(chǎn)品體系,打造產(chǎn)品優(yōu)勢(shì);規(guī)范數(shù)據(jù)開發(fā)流程,加快終端對(duì)新業(yè)務(wù)的支持。 二、渠道策略上應(yīng)該在自營(yíng)渠道基礎(chǔ)上,加強(qiáng)和社會(huì)渠道的強(qiáng)強(qiáng)合作,積極探索多種渠道模式,避免移動(dòng)孤軍作戰(zhàn)的局面。 三、定價(jià)策略應(yīng)不斷豐富,建立合理的多層次營(yíng)銷方案,建立以話費(fèi)補(bǔ)貼為主,以階段性成本補(bǔ)貼為輔的定價(jià)模式。 四、在促銷策略上,在公共關(guān)系方面應(yīng)逐步建立銷售、服務(wù)、體驗(yàn)三位一體的營(yíng)銷模式;在廣告方面,應(yīng)以精細(xì)化的模式找準(zhǔn)客戶群,通過針對(duì)性的媒介發(fā)揮最大效用。
[Abstract]:Mobile operator terminal customization marketing in the international market is not a new concept, but has a very rich history and practical experience. Under the background of increasing competition and coexistence of various technology standards, the business will maintain the situation of continuous development, which has become the most important driving force to promote the further development of terminal customization. It is a new challenge for mobile operators to construct a close industrial chain and to promote competition between them. Among them, around the terminal customized marketing strategy, mobile operators and terminal manufacturers how to cooperate, in which aspects, how to cooperate has become the focus of attention of both sides. This paper focuses on the following aspects: first, the impact of terminal customization marketing on mobile terminal industry chain and its development trend are analyzed. This paper holds that custom-made terminal is the embodiment of operators to make application standards and norms to improve their position and role in the value chain, and will further develop. Second, the development of terminal customization of foreign operators and its impact analysis. In this paper, it is found that customization terminals develop in different countries, but are influenced by various conditions, and there are obvious differences. Third, the foreign operator terminal customization marketing case to the domestic operator enlightenment. Foreign operators in product design, customization mode, marketing channels, subsidies and other aspects of considerable, can be used for reference. Fourth, the domestic operator terminal customization marketing status and existing problems analysis, focusing on Shenzhen Mobile. Shenzhen Mobile has adopted the correct customization mode in the early stage, and has achieved good marketing performance, but the customization work is still in the groping stage, and there are still many needs to be perfected in all aspects. On this basis, this paper puts forward a number of countermeasures for customized marketing of Shenzhen mobile terminal: first, product customization should be further extended to the middle and low end market, three-dimensional product system should be established, and product advantages should be created. Standardize data development process and speed up terminal support for new services. Second, the channel strategy should be based on the self-support channel, strengthen the strong cooperation with the social channel, actively explore various channel models, and avoid the situation of mobile solitude. Thirdly, the pricing strategy should be enriched constantly, and a reasonable multi-level marketing scheme should be established. The pricing model should be based on the telephone fee subsidy and supplemented by the phased cost subsidy. Fourth, in the promotion strategy, in the public relations aspect should establish the sale, the service, the experience trinity marketing pattern step by step; in the advertisement aspect, should find the accurate customer group with the fine pattern, through the targeted medium exerts the greatest utility.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F274;F626

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 邵雪嬌;3G定制手機(jī)業(yè)務(wù)擴(kuò)散模型研究[D];北京郵電大學(xué);2012年

，

本文編號(hào)：2197931