湖南电信“M2M”业务的营销策略研究

发布时间：2018-01-10 16:16

本文关键词：湖南电信“M2M”业务的营销策略研究　出处：《中南大学》2012年硕士论文　论文类型：学位论文

【摘要】：物联网是全球公认的继计算机、互联网与移动通信网之后的世界信息产业又一次新的信息化浪潮。作为物联网初级阶段的机器到机器(M2M)业务的发展将给电信运营商提供一片新的蓝海。 2009年11月,中国第三次电信运营商重组全面完成,形成了新的“中国电信”、“中国移动”、“中国联通”三大全业务运营商的格局。湖南电信如何在三大全业务运营商的市场格局下,把握M2M产业发展的机遇?为了能找到适合湖南电信M2M业务的营销策略,本人在导师的指导下在实际工作中对M2M业务的营销策略展开了研究。本文的主要内容包括以下部分：首先,介绍了选题的背景、研究的目的和意义并简要概述了研究的思路。其二,列举本文研究所依据的市场营销相关理论,具体包括从4P到4V的营销组合策略,供应链管理及生命周期理论；介绍了本论文研究所使用的研究方法,包括STP分析方法、SWOT分析方法等；同时介绍了M2M技术及产业发展情况。其三,在简要介绍湖南电信M2M业务和现有营销策略的基础上,对湖南电信现状进行了分析,找出了现行营销策略中存在的问题。其四,通过实际的市场调研并辅以相应的分析方法,利用4V营销理论提出了湖南电信M2M业务营销策略的优化策略。最后,介绍了优化策略的实施保障措施,并对实施效果进行分析。
[Abstract]:The Internet of things is a globally recognized secondary computer. After the Internet and Mobile Communication Network, the information industry of the world is in a new wave of information. Machine to Machine (M2M) as the initial stage of the Internet of things (IOT). The development of business will provide a new blue sea for telecom operators. In November 2009, China's third telecom operator restructuring completed, forming a new "China Telecom", "China Mobile". How does Hunan Telecom grasp the opportunity of M2m industry development under the market structure of three full-service operators? In order to find a suitable marketing strategy for Hunan Telecom M2m business, I have studied the marketing strategy of M2m business under the guidance of my tutor. The main contents of this article are as follows: Firstly, the background, purpose and significance of the research are introduced. Secondly, it lists the relevant theories of marketing, including the marketing combination strategy from 4p to 4V, supply chain management and life cycle theory. The research methods used in this thesis are introduced, including STP analysis method and SWOT analysis method. At the same time, the development of M 2m technology and industry is introduced. Thirdly, on the basis of brief introduction of Hunan Telecom M2M service and existing marketing strategy, this paper analyzes the present situation of Hunan Telecom, and finds out the problems existing in the current marketing strategy. Fourth, through the actual market research and the corresponding analysis method, using the 4V marketing theory, put forward the optimization strategy of Hunan Telecom M2m business marketing strategy. Finally, the implementation of the optimization strategy is introduced, and the effect of the implementation is analyzed.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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