洛阳移动3G业务营销渠道策略研究

发布时间：2018-01-18 10:41

本文关键词：洛阳移动3G业务营销渠道策略研究　出处：《北京邮电大学》2012年硕士论文　论文类型：学位论文

【摘要】：2009年1月7日,工信部分别给中国移动、中国电信、中国联通发放了3G牌照,标志着中国进入了3G时代。在新的3G电信市场环境下,随着国内通信技术的迅速发展和3G用户的不断增多,用户对于3G业务的需求更加的多样化和复杂化,数据业务的多样性、复杂性对通信服务企业(运营商)的营销渠道提出了更高的要求。对于电信运营商而言,营销渠道是服务客户的窗口,是业务发展的阵地。因此,做好3G时代中国移动营销渠道的规划设计和管理决策就显得尤为重要。本文第一部分阐述了营销渠道的研究背景、研究主题和研究意义等。第二部分阐述了营销渠道的理论原因及PEST和SWOT分析方法,为下文的论述奠定理论基础。第三部分详细介绍了3G业务的现状及特点。第四部分运用PEST和SWOT分析方法,分别对洛阳中国移动营销渠道的宏观和微观环境进行分析。第五部分论述3G时代背景下,如何做好营销渠道的设计与建设。第六部分论述3G通信环境下,如何对营销渠道进行合理的管理,才能满足新的环境需求。最后,形成结论。
[Abstract]:In January 7th 2009, the Ministry of Industry and Information Technology issued 3G licenses to China Mobile, China Telecom and China Unicom respectively, marking that China has entered the 3G era. With the rapid development of domestic communication technology and the increasing number of 3G users, the needs of users for 3G services are more diversified and complicated, and the diversity of data services. The complexity of the communication service enterprises (operators) put forward a higher demand for marketing channels. For telecom operators, marketing channels are the window to service customers, is the front of business development. It is particularly important to do well the planning, design and management decision of China Mobile Marketing Channel in 3G era. The first part of this paper expounds the research background of marketing channel. The second part expounds the theoretical reasons of marketing channels and the analysis methods of PEST and SWOT. The third part introduces the current situation and characteristics of 3G services in detail. Part 4th uses PEST and SWOT analysis methods. Part 5th discusses how to do well in the design and construction of marketing channel under the background of 3G era. Part 6th discusses the environment of 3G communication. How to manage the marketing channel reasonably to meet the new environmental demands. Finally, the conclusion is reached.
【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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