广信手机延保产品全面营销管理研究

发布时间：2018-06-28 12:14

本文选题：手机延保 + 全面营销　；参考：《华中科技大学》2013年硕士论文

【摘要】：广东广信通信服务有限公司作为手机渠道服务商面临着激烈竞争，如何在争取高市场占有率的同时获得高利润回报是公司面临的难题，而手机延保产品的出现为这一问题的解决提供了出路。本研究的目的就是发掘广东广信通信服务有限公司在手机延保产品营销方面的不足之处，并对其营销管理工作的改进提供具有价值的参考意见。本研究以定性分析法为主，通过对手机市场竞争现状的描述和延保产品及其发展态势的文献综述，得出广东广信通信服务有限公司开展手机延保产品营销管理研究的必要性；然后结合全面营销管理理论的知识要点，，对比分析得出公司在手机延保产品营销管理方面存在的问题；通过对这些问题的深入分析，将其进行归纳总结，集中体现在“产品和价格政策弹性不足”、“渠道资源利用趋于保守”、“销售执行控制力不强”以及“数据系统管理欠缺”四个方面。最后，根据分析得出的问题提出了四个方面的改进建议：第一，应针对特定的机型、客户和渠道制定差异化的产品和价格政策；第二，应推行积极的渠道整合策略，充分发挥现有渠道资源优势；第三，应通过组织、压力和动力管理方面的统筹设计制定高效保障的营销执行策略；第四，应建立起专门的客户信息管理系统做好有关支撑工作。同时，本研究也指出这些策略之间相互关联，是一个有机的整体。期望本研究能对广信手机延保产品的营销管理工作产生积极影响，并对同类产品的营销工作产生借鉴意义。
[Abstract]:Guangdong Guangxin Communication Service Co., Ltd. is facing fierce competition as a mobile channel service provider. How to gain a high profit return while striving for a high market share is a difficult problem for the company. And the appearance of the mobile phone extension guarantee product provides a way out for the solution of this problem. The purpose of this study is to explore the shortcomings of Guangdong Guangxin Communication Service Co., Ltd. in the marketing of mobile phone extension guarantee products, and to provide valuable reference for the improvement of its marketing management. This study is based on qualitative analysis, through the description of the current situation of mobile phone market competition and the literature review of the extended guarantee products and their development situation, the necessity of Guangdong Guangxin Communication Service Co., Ltd. to carry out the research on the marketing management of mobile phone extended insurance products is obtained. Then combined with the overall marketing management theory of knowledge points, comparative analysis of the company in the mobile phone extension product marketing management problems, through in-depth analysis of these problems, will be summed up, It is mainly reflected in four aspects: "lack of elasticity of product and price policy", "conservative utilization of channel resources", "weak executive control of sales" and "lack of management of data system". Finally, according to the analysis of the problems put forward four aspects of improvement proposals: first, should be targeted at specific models, customers and channels to formulate differentiated product and price policies; second, should promote positive channel integration strategy, Give full play to the advantages of existing channel resources; third, through the overall design of organization, pressure and power management to formulate efficient marketing implementation strategy; fourth, we should establish a special customer information management system to do a good job of supporting work. At the same time, this study also points out that these strategies are related to each other and are an organic whole. It is expected that this study will have a positive impact on the marketing management of Guangxin mobile phone extension insurance products and have reference significance to the marketing work of similar products.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.63

【参考文献】