关于建立移动通信市场营销管理体系的研究

发布时间：2018-01-02 14:48

本文关键词：关于建立移动通信市场营销管理体系的研究　出处：《吉林大学》2013年硕士论文　论文类型：学位论文

【摘要】：我国通信市场是一个知识密集型和科技密集型的高新技术市场。伴随着现代市场经济的不断发展，企业之间的竞争以及市场空间的竞争已经日益激烈，在社会信息化这一发展趋势下，3G时代、移动娱乐、移动办公和移动电子商务已成为业务应用的主导。随着移动通信业务的不断发展、市场的不断壮大，为了能在市场上占据主导地位，三大移动通信运营商之间的竞争越来越激烈，其最重要也是最突出的表现就是三者之间的价格竞争不断。价格战的产生和不断升级对我国移动通信市场的发展造成了极大的影响。为确保以客户为主导的需求营销渠道畅通，解决市场中这种不良竞争现象，本文通过博弈论的方法来对市场竞争者进行分析研究，，从而提出构建完善的移动通信市场营销管理体系的策略。首先，通过对国内移动通信市场发展现状的分析，来确定本文的选题背景、意义以及研究思路，并且通过对市场营销相关理论知识和博弈论分析模型的研究学习来为全文的书写奠定总体框架和理论基础。其次，通过对我国移动通信市场发展特点和发展趋势的研究，结合市场活动的细分方法，得出在营销市场活动中可能存在的问题。针对这些问题，联系国内目前移动市场的主要竞争形式，通过伯川德模型和卡特尔模型的分析研究，得出市场竞争中合理解决“囚徒困境”的方法。最后，通过上面对中国移动通信市场的分析研究，结合博弈论分析模型，在详细研究市场营销管理体的基础上，提出构建和完善中国移动通信市场的合理建议，同时给出了市场管理体系的相关管理流程和注意事项，从而更加完善的解决了目前我国移动通信市场存在的恶性竞争问题，顺应了时代的发展。
[Abstract]:China's telecommunications market is a market of high-tech knowledge intensive and technology intensive. With the development of modern market economy, the competition between the enterprises and the market competition has become increasingly fierce, in the information society the development trend, 3G era, mobile entertainment, mobile office and mobile e-commerce has become the leading business applications. With the rapid development of mobile communication services, market expansion, in order to occupy the leading position in the market, the competition between the three major mobile operators in the increasingly fierce, among the most important and outstanding performance is the three price competition. The price war and escalating the development of China's mobile communication market has caused great influence. In order to ensure the customer-oriented marketing channels to solve the market demand, in this unhealthy competition, this paper Through the method of game theory, the market competitor is analyzed and studied, and the strategy of building a perfect marketing management system of mobile communication is put forward.
First of all, through the analysis of the current development of the domestic mobile communication market, to determine the background, significance and research ideas, and through the marketing theory and game theory analysis of learning model to the writing framework and lay a theoretical foundation.
Secondly, through the research on the characteristics and development trend of China's mobile communication market development, combined with the subdivision method of market activity, that may exist in the marketing activities of the problem. To solve these problems, the main competition form contact domestic mobile market, through the analysis of Bertrand model and cartel model, the market competition in a reasonable solution to the "prisoner's dilemma" method.
Finally, through the analysis of the China Mobile communication market, combined with the game theory analysis model, based on a detailed study of marketing management system, put forward reasonable suggestions to build and improve the China Mobile communication market, and gives the related market management system of process and attention, so as to better solve the problem of vicious competition the existing mobile communication market in China, with the development of the times.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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