河北联通4G业务营销策略优化调整

发布时间：2018-01-31 08:43

本文关键词： 河北联通 4G业务市场营销　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：2016年底,全国电话用户总数达到15.3亿户,其中移动电话用户13.2亿户,4G用户7.7亿户,4G用户在移动电话用户中占比达到58.2%。可以说,4G市场已经做大做强,成为一个大蛋糕,三家运营商谁能在4G的竞争中抓住最佳的市场机遇,谁就能从中获益良多。本文以中国联合网络通信有限公司河北省分公司(以下简称“河北联通”)为研究对象,围绕河北联通的4G业务营销策略优化调整这一主题,从目前经营现状入手,对河北联通的营销环境和4G发展现状进行阐述,对河北联通面临的市场环境和竞争情况进行分析,得出河北联通在4G业务营销中存在市场定位不明确,营销模式粗放,渠道效能不高等问题,并深入探讨其产生的原因。然后通过STP分析、4P营销等方法,在细分市场并选择目标市场定位后,提出河北联通4G发展策略,从产品、价格、渠道、促销四个维度进行详细说明;最后一部分对营销策略执行过程中的支撑保障进行了阐述,对网络支撑提出了要求,制定了营销考核激励措施,从而保证营销策略实施到位。本文通过对河北联通4G营销的系统分析,得出相应的发展策略和措施,为运营商4G业务发展提供参考。
[Abstract]:In end of 2016, the total number of telephone subscribers nationwide reached 1.53 billion, of which 1.32 billion were mobile phone subscribers and 770 million were 4G subscribers. 4G users account for 58.2 percent of mobile phone subscribers. It can be said that the 4G market has become bigger and stronger, becoming a big cake, the three operators who can seize the best market opportunities in 4G competition. This paper takes Hebei Branch of China United Network Communication Co. Ltd (hereinafter referred to as "Hebei Unicom") as the research object. Focusing on the theme of Hebei Unicom's 4G business marketing strategy optimization adjustment, from the current operating situation, Hebei Unicom's marketing environment and 4G development status quo are expounded. By analyzing the market environment and competition situation of Hebei Unicom, it is concluded that Hebei Unicom has some problems in 4G business marketing, such as unclear market positioning, extensive marketing model, low channel efficiency, and so on. And then through the STP analysis of 4P marketing methods, after subdividing the market and selecting the target market positioning, Hebei Unicom 4G development strategy, from products, prices, channels. The four dimensions of promotion are explained in detail; The last part of the marketing strategy in the implementation of the process of support to explain the requirements for network support, the establishment of marketing assessment incentives. In order to ensure the implementation of marketing strategy in place. Through the system analysis of 4G marketing of Hebei Unicom, the corresponding development strategies and measures are obtained to provide a reference for the development of 4G business of operators.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F626

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