4G背景下LZ电信公司移动业务营销策略研究

发布时间：2017-12-26 16:14

本文关键词：4G背景下LZ电信公司移动业务营销策略研究　出处：《广西大学》2015年硕士论文　论文类型：学位论文

【摘要】：2013年12月4日,中国移动、中国电信、中国联通获得了国家工业和信息化部颁发的TD-LTE第四代移动通信业务牌照(即4G牌照),此举标志着我国通信产业正式进入了4G时代。2015年2月27日,中国联通和中国电信再获FDD-LTE牌照,FDD牌照的发放意味着中国联通、中国电信可以凭借着混合组网的技术优势,在国内毫无阻力的大规模开展4G业务运营,全面投入移动通信市场的竞争。可以预见的是,我国的通信及信息服务水平将随着4G的大面积的运营推广而大幅提升。如何在4G时代,通过细分市场和差异化运营,获得更多的移动业务市场份额,是当前国内三大运营商最关注的核心问题。本文主要关注LZ通信市场,首先根据市场营销的基本理论和方法,用PEST法分析LZ电信公司所面临的外部宏观环境,并通过消费者、行业和竞争等方面分析微观环境。同时结合SWOT模型分析了LZ电信公司的优势、劣势、机会和威胁,还对LZ电信公司现行移动业务的营销策略进行了分析,找出LZ电信公司在移动业务营销策略上存在的问题,并提出解决问题的建议：重点在产品、价格、渠道、促销、服务、终端等六个方面实施有效的营销策略。本文阐述的观点将给LZ电信及国内其他省市的通信企业发展移动业务以积极的指导和借鉴意义。
[Abstract]:In December 4, 2013, China Mobile, China Telecom and China Unicom obtained the TD-LTE fourth generation mobile communication business license (4G license) issued by the Ministry of industry and information technology, which marks the entry of China's communication industry into the 4G era. In February 27, 2015, China Unicom and China China Telecom won the FDD-LTE license, FDD license issuance means China Unicom, the China Telecom can by virtue of the technical advantages of hybrid network in China, no resistance to carry out large-scale 4G business operation, fully put into the competition of mobile communication market. It is foreseeable that the communication and information service level of our country will be greatly improved with the extensive operation and promotion of 4G. How to get more market share of mobile business through market segmentation and differentiated operation in the era of 4G is the core concern of the three major carriers in China. This paper focuses on the LZ communication market. First, according to the basic theories and methods of marketing, we analyze the external macro environment faced by LZ Telecom by PEST method, and analyze the micro environment through consumer, industry and competition. At the same time, combined with the SWOT model to analyze the LZ telecom company's advantages and disadvantages, opportunities and threats, but also the marketing strategy to the current mobile LZ telecom company is analyzed, find out the LZ Telecom Company in the mobile service marketing strategy on the problems, and put forward suggestions to solve the problem: focus on the implementation of effective marketing strategy in six aspects product, price, channel, promotion, service, terminal etc.. The views described in this paper will give LZ Telecom and other domestic and provincial communications enterprises to develop mobile services in a positive direction and reference.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F626;F274

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