内蒙古电信公司“天翼”品牌营销策略研究

发布时间：2018-03-19 16:08

本文选题：“天翼”电信　切入点：品牌营销　出处：《北京邮电大学》2009年硕士论文　论文类型：学位论文

【摘要】： 电信重组和3G时代的到来,给中国电信带来了严峻的挑战。目前中国电信是全国最大的全业务运营商,在这种新形势下,积极整合自身优势,率先推出“天翼”互联网手机,站在了国内3G业务的最前沿。论文以市场营销理论为基础,运用SWOT、PEST等环境分析工具,通过对“天翼”品牌营销战略的外部宏观环境进行分析,认为中国电信在技术、网络、服务、市场上均占有有利条件,率先推出“天翼”互联网手机是明智之举,在3G市场上占尽先机。而“天翼”品牌营销战略可圈可点,与固定电话进行捆绑营销,充分利用自身在固定电话方面的优势,号码预约,买手机送话费等活动的推出,不但为“天翼”吸引来更多的用户群,更是对竞争对手产生巨大压力,中国电信以优质服务为依托,在服务上争取尽善尽美。整套营销策略以资源、竞争、服务为根本,确立竞争优势。在对中国电信内蒙古分公司推广“天翼”的外部环境进行PEST分析和SWOT分析的基础上,从产品、定价、渠道、促销等营销策略以及组合营销策略等角度给出营销及支撑系统建设的建议。
[Abstract]:The telecom reorganization and the arrival of the 3G era have brought severe challenges to China Telecom. At present, China Telecom is the largest full-service operator in the country. Under this new situation, it actively integrates its own advantages and takes the lead in launching "Sky Wing" Internet mobile phones. Standing at the forefront of domestic 3G services. Based on the marketing theory, this paper analyzes the external macro environment of "Tianyi" brand marketing strategy by using SWOTO pest and other environmental analysis tools, and points out that China Telecom has favorable conditions in technology, network, service and market. The first to launch the "Sky Wing" Internet phone is a wise move, in the 3G market to take the lead. And the "Tianyi" brand marketing strategy can be remarkable. It can be bundled with fixed phones to make full use of its own advantages in fixed phones, such as number booking, mobile phone payment, and so on. Not only to attract more users to "Sky Wing", but also to exert great pressure on competitors. China Telecom relies on quality services and strives for perfection in its services. The whole marketing strategy is based on resources, competition and service. Establish competitive advantage. On the basis of PEST analysis and SWOT analysis on the external environment of China Telecom Inner Mongolia Branch to promote "Tianyi", from the product, pricing, channels, The suggestions of marketing and supporting system construction are given from the angle of marketing strategy such as promotion and combination marketing strategy.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F626

【引证文献】