联通NN分公司3G移动互联网业务营销策略研究

发布时间：2018-01-06 14:09

本文关键词：联通NN分公司3G移动互联网业务营销策略研究　出处：《广西大学》2013年硕士论文　论文类型：学位论文

【摘要】：移动互联网业务作为3G网络营销当中新的收入增长点,近年来受到运营商、移动互联网络公司、手机终端企业等相关行业的广泛关注。作为通信运营商之一的联通NN分公司在3G移动互联网产品的营销过程当中,不可避免的面临着来自外界的各种竞争威胁。研究联通NN分公司3G移动互联网产品的发展对策需要从市场环境分析入手,从以往对运营商发展策略的分析上看,多数学者对外部环境的分析往往会运用SWOT理论或者PEST理论进行分析,较少使用波特竞争模型从竞争环境的角度进行分析,但在激烈的竞争环境当中,营销策略的制定和提出如果结合具体竞争对象的特征进行分析,将更具有指导意义。本论文通过运用波特五力竞争模型,对联通NN分公司所处的竞争环境进行了分析,筛选出对3G互联网业务产生具体威胁的竞争来源,并结合对联通NN分公司3G互联网产品的目标用户市场进行了细分和选择,明确产品的市场定位,区分出具体目标市场所面临的竞争压力,再运用安索夫产品/市场矩阵模型,将这些具体竞争对象在产品种类和市场范围上进行了具体区分,从而提出针对不同竞争对象所采用的竞争和营销策略,为提升NN分公司3G移动互联网产品市场竞争力提供了指导意见。
[Abstract]:As a new revenue growth point in 3G network marketing, mobile Internet business has been by operators, mobile Internet companies in recent years. As one of the communication operators, the NN branch of Unicom is in the marketing process of 3G mobile Internet products. Inevitably facing a variety of competition threats from the outside world. To study the development of 3G mobile Internet products of China Unicom NN Branch needs to start with the analysis of market environment. From the previous analysis of operators' development strategy, most scholars will use SWOT theory or PEST theory to analyze the external environment. Less use of Porter competition model from the point of view of the competitive environment, but in the fierce competition environment, marketing strategy formulation and proposed if combined with the characteristics of specific competition objects to analyze. It will be more instructive. This paper analyzes the competitive environment of Unicom's NN branch by using Porter's five-force competition model, and selects out the specific sources of competition that threaten 3G Internet business. Combining with the market segmentation and selection of 3G Internet products of Unicom NN Branch, this paper clarifies the market positioning of the products and distinguishes the competition pressure faced by the specific target market. Then using the Ansov product / market matrix model, these specific competition objects in the product category and the market scope are specifically differentiated, and the competition and marketing strategies for different competition objects are put forward. In order to enhance the market competitiveness of NN branch 3G mobile Internet products to provide guidance.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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