吉林联通农村3G业务市场营销策略研究

发布时间：2018-01-11 10:07

本文关键词：吉林联通农村3G业务市场营销策略研究　出处：《吉林财经大学》2014年硕士论文　论文类型：学位论文

【摘要】：3G是指第三代移动通信技术，可承载语音与高速数据传输业务。自2009年1月开通以来，3G业务发展迅速，对我国的通信设备制造业、终端产业和信息服务业等上下游行业形成了有力拉动，是中国移动、中国联通、中国电信三大通信运营商移动业务收入保持快速增长的重要保障。在3G时代，中国联通以其WCDMA网络制式所具有的成熟的产业链、丰富的手机终端及高速移动互联网接入而具有明显的发展优势。运营五年来，联通3G客户快速增长，收入占比持续提升，在行业中发展业绩最优。但随着我国4G时代的到来，中国联通的3G发展必受冲击而逐步放缓，其所独有的优势将减弱。因此，在城市发展4G客户、引导3G客户向4G迁移，在农村大力发展3G客户，将是未来几年中国联通的发展战略。本文正是在这样的发展背景下，对吉林联通农村3G的发需策略进行分析与研究。具体思路是：首先从国内外3G发展研究入手，将市场营销的相关理论与通信行业结合分析，寻找营销策略相关理论依据;然后对吉林联通3G业务总体情况与农村的发展情况进行概括分析，找出农村3G用户的消费特点与发展面临的主要问题，分析了吉林联通的优势、劣势、机会与威胁;最终定位于农村通信市场目标客户，提出吉林联通3G业务的产品策略、价格策略、渠道策略、促销策略。本论文将理论与实践相结合，利用科学分析方法，对相关的发展数据与调研数据进行分析和研究，最终提出农村3G业务发展的市场营销策略。希望本文能为吉林联通发挥优势，规避劣势，，实现农村3G业务持续健康发展提供帮助，为未来农村4G业务营销策略的制定提供借鉴和参考。
[Abstract]:3G is the third generation mobile communication technology, which can carry voice and high speed data transmission service. Since January 2009, 3G service has developed rapidly, which is the manufacturing industry of communication equipment in China. Terminal industry, information service industry and other upstream and downstream industries have formed a strong pull, which is an important guarantee for China Mobile, China Unicom and China Telecom to maintain a rapid growth in mobile business revenue. In the 3G era, China Unicom with its WCDMA network system has a mature industrial chain, rich mobile phone terminals and high-speed mobile Internet access and has a clear development advantage over the past five years. With the rapid growth of 3G customers, the proportion of revenue continues to improve, the best performance in the industry. But with the arrival of 4G era, the 3G development of China Unicom will be affected and gradually slow down. Therefore, developing 4G customers in cities, guiding 3G customers to 4G migration, and vigorously developing 3G customers in rural areas. It will be the development strategy of China Unicom in the next few years. Jilin Unicom rural 3G development strategy analysis and research. The specific ideas are: first of all, from the domestic and foreign 3G development research, combined with the marketing theory and communications industry analysis. To find the relevant theoretical basis of marketing strategy; Then the general situation of Jilin Unicom 3G business and the development of rural situation are summarized to find out the consumption characteristics of rural 3G users and the main problems facing the development of Jilin Unicom analyzed the strengths and weaknesses of Jilin Unicom. Opportunities and threats; Finally, the paper puts forward the product strategy, price strategy, channel strategy and promotion strategy of Jilin Unicom 3G service. This paper combines theory with practice and uses scientific analysis method to analyze and study the relevant development data and research data. Finally put forward the rural 3G business development marketing strategy. I hope this paper can give full play to Jilin Unicom, avoid disadvantages, and realize the sustainable and healthy development of rural 3G business to provide help. For the future 4G business marketing strategy in rural areas to provide reference and reference.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F626

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