黑龙江联通3G业务市场营销策略

发布时间：2018-01-22 04:49

本文关键词： 3G业务营销策略保障措施　出处：《哈尔滨工程大学》2012年硕士论文　论文类型：学位论文

【摘要】：当前，3G业务已经成为黑龙江联通立足现实、着眼未来的战略性业务，其发展的好坏直接关乎到黑龙江联通的市场地位和未来发展，制定切合实际的3G市场营销策略对黑龙江联通而言是非常必要的。本文主要研究黑龙江联通当前3G业务的市场情况和下一步营销策略。具体思路是，首先介绍国内外和省内3G业务发展情况，，分析黑龙江联通3G业务发展的环境，总结归纳出黑龙江联通3G业务发展面临的有利条件和不利因素，并对黑龙江联通3G业务目标市场和业务定位进行了分析，对企业目前的3G业务营销思路进行了梳理。在此基础上，本文提出了黑龙江联通3G业务市场营销思路和具体的市场营销策略，具体包括业务策略、品牌策略、渠道策略、促销策略和客户策略五个方面，最后阐述了实现黑龙江联通3G业务市场营销策略的保障措施，具体包括网络建设及维护、成本管理、机制体制创新、服务质量管理、企业文化培育五个部分。论文研究采用理论联系实际的方法，综合利用一些科学的分析方法和分析手段，对通过调研获得的资料进行分析和研究。希望得出的市场营销策略对黑龙江联通3G业务的发展具有一定借鉴意义和参考价值。
[Abstract]:At present, 3G business has become Heilongjiang Unicom based on reality, focusing on the future of strategic business, its development is directly related to the market position and future development of Heilongjiang Unicom. It is necessary for Heilongjiang Unicom to formulate realistic marketing strategy of 3G. This paper mainly studies the current 3G business market situation and the next marketing strategy of Heilongjiang Unicom. The specific idea is to first introduce the development of 3G services at home and abroad and within the province. This paper analyzes the development environment of Heilongjiang Unicom 3G service and summarizes the favorable conditions and unfavorable factors facing the development of Heilongjiang Unicom 3G service. And Heilongjiang Unicom 3G business target market and service positioning were analyzed, the current 3G business marketing ideas were combed. On this basis. This paper puts forward the marketing thinking and marketing strategy of Heilongjiang Unicom 3G business, including business strategy, brand strategy, channel strategy, promotion strategy and customer strategy. At last, the paper expounds the safeguard measures to realize the marketing strategy of Heilongjiang Unicom 3G business, including network construction and maintenance, cost management, mechanism innovation, service quality management. Five parts of corporate culture cultivation. This paper uses the method of integrating theory with practice, and synthetically uses some scientific analytical methods and means. This paper analyzes and studies the data obtained through investigation and research, and hopes that the marketing strategy can be used for reference and reference value for the development of 3G service of Heilongjiang Unicom.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274

【引证文献】