万源移动家庭市场营销策略研究

发布时间：2018-01-15 04:32

本文关键词：万源移动家庭市场营销策略研究　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

更多相关文章： 万源移动 市场细分 STP 对策研究

【摘要】：随着国内电信重组以及全业务竞争时代的到来，如何继续保持领先地位是不得不面临的重要问题。家庭客户市场是移动公司的薄弱市场，在目前情况下，加强移动公司网络、业务和渠道的融合，积极拓展家庭客户市场，增强全业务竞争能力，对移动公司具有重要的战略意义。基于此，本研究以新建小区和重要小区为主要目标，建立社区营销渠道，通过内外部资源整合，，提升网络能力和服务能力，以高密度小规模社区促销活动开展扫楼行动，积极有效地拓展家庭客户市场。文章首先对本研究开展的研究背景、研究意义以及研究内容进行了介绍；接下来对于营销学中市场细分的含义、步骤、模式、通信类企业市场细分的条件以及STP方法进行了详细介绍；在对万源移动目前营销工作现状进行系统梳理基础上，总结了万源移动市场细分工作的不足；第四章针对市场细分研究的不足提出了具有针对性的解决策略；最后是结论和展望。文章开展的万源移动家庭业务市场细分研究是建立在万源移动业务现状基础之上的专题研究。对于万源移动营销工作的改进具有直接的意义。另外，对于电信行业的市场细分工作也可以提供一点思路。
[Abstract]:With the advent of domestic telecom restructuring and the era of full-service competition, how to continue to maintain the leading position is an important issue that has to be faced. Home customer market is the weak market of mobile companies, in the current situation. Strengthen the mobile company network, business and channel integration, actively expand the home customer market, enhance the competitiveness of the entire business, mobile companies have an important strategic significance. Based on this. In this study, new and important community as the main goal, establish community marketing channels, through the integration of internal and external resources, improve network capabilities and service capabilities, high-density and small-scale community promotion activities to carry out a sweeping action. Actively and effectively expand the home customer market. Firstly, the research background, significance and content of this research are introduced. Then the meaning, steps, models, conditions and STP method of market segmentation in marketing are introduced in detail. On the basis of systematically combing the current marketing work of Wanyuan Mobile, this paper summarizes the shortcomings of the segmentation of Wanyuan Mobile Market. Chapter 4th puts forward targeted strategies to solve the problem of market segmentation. Finally, the conclusion and prospect are given. The research on market segmentation of Wanyuan mobile home service is a special research based on the current situation of Wanyuan mobile service, which is of direct significance to the improvement of Wanyuan mobile marketing work. In addition. Market segmentation for the telecommunications industry can also provide some ideas.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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