阜新联通3G业务营销策略研究

发布时间：2018-03-19 18:23

本文选题：阜新联通　切入点：3G业务　出处：《河北工业大学》2014年硕士论文　论文类型：学位论文

【摘要】：当前，3G业务已经成为阜新联通立足现实、着眼未来的战略性业务，其发展的好坏直接关乎到阜新联通的市场地位和未来发展，制定切合实际的3G市场营销策略对阜新联通而言是非常必要的。本论文一般研究的主要内容是在国内经过了电信改革重组和国际3G产业己开始彰显规模的宏观环境下，阜新联通当前3G业务，现在的竞争态势与将来的营销策略。我的具体想法是，首先介绍国内外3G业务研究现状，分析阜新联通3G业务发展的环境，总结归纳出阜新联通3G业务发展面临的有利条件和不利因素，并对阜新联通3G业务目标市场和业务定位进行了分析，对公司目前的3G业务营销思路进行了梳理。在此基础上，本文提出了阜新联通3G业务市场营销思路和具体的市场营销策略，详细内容包含产品、价格、渠道、促销和服务五个方面的营销策略，最终阐述了阜新联通的保障措施，，实现保障3G业务发展，具体包括技术保障、成本管理、完善机制创新、服务质量管理、企业文化培育五个部分。研究采取的是理论结合现实实践的方法，通过综合运用战略管理等专业理论，使得通过本公司3G业务调查取得的材料进行分析与研究。期望得出的发展策略对阜新联通的3G业务发展具有指导意义，同一时刻也期望对联通集团总部下属的其他兄弟地市级公司的3G业务发展也有指导与借鉴意义。
[Abstract]:At present, 3G business has become the strategic business of Fuxin Unicom based on reality, and its development is directly related to the market position and future development of Fuxin Unicom. It is necessary for Fuxin Unicom to make a realistic marketing strategy of 3G. The main content of this thesis is that under the macro environment of telecom reform and international 3G industry, Fuxin Unicom has 3G business. The current competitive situation and future marketing strategy. My specific idea is to first introduce the current situation of 3G business research at home and abroad, and analyze the environment of 3G business development of Fuxin Unicom. The advantages and disadvantages of the 3G service development of Fuxin Unicom are summarized, and the target market and service positioning of 3G service of Fuxin Unicom are analyzed, and the current marketing ideas of 3G business of Fuxin Unicom are combed out. This paper puts forward the marketing thinking and specific marketing strategy of Fuxin Unicom 3G business, including product, price, channel, promotion and service, and finally expounds the safeguard measures of Fuxin Unicom. The realization of 3G business development includes five parts: technical guarantee, cost management, perfect mechanism innovation, service quality management and corporate culture cultivation. The research adopts the method of combining theory with practice, through the comprehensive use of strategic management and other professional theories, Through the analysis and research of the materials obtained from the company's 3G business investigation, the expected development strategy will be of guiding significance to the 3G service development of Fuxin Unicom. At the same time, it is also expected to guide and draw lessons from the development of 3G business of other brothers and prefectural companies under the headquarters of Unicom Group.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F626;F274

【相似文献】