河南信阳移动事件营销策略研究

发布时间：2018-01-11 19:02

本文关键词：河南信阳移动事件营销策略研究　出处：《北京邮电大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着信息技术、网络技术以及电子技术的不断进步,电信产品的质量、规格迎来大跨步的发展,消费者对电信产品的需求与日俱增。随着电信行业市场竞争机制不断深化,移动运营商在竞争态势日益激烈、竞争环境日趋恶化、竞争手段逐渐变动的背景下,如何保持内部持续的竞争力、创新力是运营商能否在未来竞争市场中占得有利位置的重要因素。而营销策略的创新、销售渠道的改变以及销售手段的变化可以使运营商在电信行业这个产品同质化程度高的行业里不断强化自己的核心竞争力。本文是以中国移动通信集团河南有限公司信阳分公司(以下简称河南信阳移动)为例,探讨事件营销的理论、方法以及策略、保障措施等问题,结合河南信阳移动的环境,研究河南信阳现有营销的现状及存在的问题,同时根据事件营销的理论基础为河南信阳移动事件营销的改进提出流程框架及对策、建议等。本文首先对事件营销的概念、发展、特点以及相关理论进行系统综述；其次,概况河南信阳移动的现状,包括其历史发展、业务发展现状等；运用竞争分析理论分析河南信阳移动的市场竞争环境,包括对竞争对手、潜在竞争对手、替代品以及用户、供应商的讨价还价能力等分析。在此基础上,从案例透析河南信阳移动事件营销的特点等,并总结其存在的主要问题；然后,根据以上研究结果,提出河南信阳移动事件营销的改进策略,从河南信阳事件营销模式、流程入手,提出基于CRM和网络信息手段的改进策略。
[Abstract]:With the continuous progress of information technology, network technology and electronic technology, the quality of the telecommunication product specifications, ushered in the development of the big step, consumers of telecom products demand. With the competition of telecom industry grow with each passing day market deepening, mobile operators in the increasingly fierce competition, the competition environment is becoming worse, competition means gradually changes under the background. How to maintain the competitiveness of internal force is continuous innovation, operators can take a favorable position in the future an important factor in the competitive market. The marketing strategy innovation, changing the sales channels and sales methods can make the operators continue to strengthen its core competitiveness in the telecommunications industry, the products high degree of homogeneity in the industry. This paper is based on the China Mobile group Henan Co., Ltd. Xinyang branch (hereinafter referred to as the Henan mobile Xinyang) as an example, to explore the camp Marketing theory, method and strategy of safeguard measures, combined with the Henan Xinyang mobile environment, Henan Xinyang existing marketing research status and existing problems, and according to the improvement of the theoretical foundation of event marketing for Henan Xinyang mobile marketing process framework and put forward countermeasures and suggestions.
Firstly, the concept of event marketing, development, features and related theories systematically; secondly, the current situation of Henan Xinyang mobile survey, including its historical development, business development status; application of competition analysis of Henan Xinyang mobile market competition environment, including competitors, potential competitors, substitutes and users. Analysis of the bargaining power of suppliers. Based on this, from the case of Henan Xinyang mobile dialysis event marketing characteristics, and summarizes the main problems; then, according to the above research results, put forward the improvement strategy of Henan mobile Xinyang marketing event, from the Henan Xinyang event marketing model, process of CRM and put forward the improvement strategy of network based on the information technology.

【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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