全业务竞争下平顶山移动高校市场营销策略研究

发布时间：2018-01-26 04:53

本文关键词： 全业务平顶山移动高校市场营销策略　出处：《北京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：2008年5月24日,中国电信业重组方案正式公布,电信市场新的竞争格局形成,中国移动、中国联通、中国电信开始步入“三足鼎立”时期。2009年1月7日,中国工业和信息化部分别为三家电信运营商发放了三张第3代移动通信牌照(3G牌照),这一举措标志着我国正式迈入3G时代,三家运营商全面开始了全业务竞争。高校市场作为3G市场的一个重要目标市场,在全业务竞争时代越来越受到各家运营商的重视。一方面,因高校市场巨大的市场开发潜力,大学生作为最具探索性的一个群体,3G业务在高校的渗透率将远高于大众市场；另一方面,毫无疑问,高校毕业生是运营商未来最重要的“高端客户”潜在市场,对电信运营商而言,高校学生的“潜在客户价值”,无疑是运营商关注的重点。 2009年以来,平顶山移动高校市场占有率逐年下滑。平顶山移动作为平顶山电信行业2G时代的主导运营商,如何在3G全业务运营时代,抢抓发展机遇,通过制定正确的业务发展策略,继续在3G市场竞争中保持主导竞争优势,意义重大。本文主要以平顶山移动为研究对象,综合使用定性分析和定量分析的方法,对平顶山移动高校市场所处的内、外部环境,竞争优、劣势进行了深入分析,并通过市场调研的方式,调查和分析了高校市场消费特征和消费需求,提出了平顶山移动在高校市场中的产品、价格、渠道、促销等方面的营销策略,最后本文对营销策略的实施保障提出了相关建议。本文希望借对平顶山移动高校市场的深入研究为其它地市高校市场的营销策略的制订提供借鉴和帮助。
[Abstract]:In May 24, 2008, the China Telecom officially announced restructuring plans, the formation of a new pattern of competition in telecom market, China Mobile, China Unicom Chinese, China Telecom has entered a period of.2009 years in January 7th, a situation of tripartite confrontation "three telecom operators issued three licenses for third generation mobile communication industry and information technology Chinese part (3G license), this actionsymbolized China officially entered the 3G era, the three operators started the whole business competition.
The market as an important goal of the 3G market, in the whole business competition has attracted more and more attention of operators. On the one hand, because of the huge market potential of the market development, most college students as a group to explore the permeability of 3G business in Colleges and universities will be much higher than the mass market; on the other hand there is no doubt that, college graduates are the most important future high-end customers "operators" potential market for telecom operators, college students "potential customer value", is undoubtedly the focus of attention of operators.
Since 2009, the Pingdingshan mobile market share decline year by year. As Pingdingshan Pingdingshan mobile telecom industry 2G era leading operators, how to 3G in the period of business operations, seize the development opportunity, through the development of business development strategies to correct, in the 3G market competition to maintain a leading competitive advantage, of great significance.
This paper takes Pingdingshan mobile as the research object, analysis of the integrated use of qualitative and quantitative, the University of Pingdingshan mobile market, the external environment, the competitive advantages and disadvantages, in-depth analysis, and through market research, investigation and analysis of the high school market consumer characteristics and consumer demand, put forward Pingdingshan move in the university market in product, price, channel, promotion and other aspects of the marketing strategy, finally this paper puts forward related suggestions to safeguard the implementation of marketing strategies. This paper hopes to develop by in-depth study of Pingdingshan mobile market in Colleges and universities for other municipal college marketing strategy to provide reference and help.

【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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