茂名移动公司市场营销策略研究

发布时间：2018-03-04 05:14

本文选题：移动通信　切入点：营销策略　出处：《兰州大学》2012年硕士论文　论文类型：学位论文

【摘要】：我国通信行业发展迅猛,在经历行业重组和3G牌照发放的双重驱动下,电信行业进入新电信、新移动、新联通三足鼎立的时代。行业重组后,呈现出此消彼长的态势,联通和电信的综合实力明显加强,逐渐缩小与移动的差距,核心竞争力对比关系的变化,导致竞争格局由“一枝独秀”转向“各有千秋” 本文对茂名市的经济发展形势和通信行业发展形势进行了分析,同时分析了茂名移动存在的不足,并研究了茂名移动通信市场的现状、发展趋势,采取SWOT分析方法深入分析了茂名移动通信市场的竞争态势。随着3G发展进入快速发展通道,行业竞争已经进入了各具优势、各有千秋、各领风骚的时代。在茂名地区竞争对手紧紧围绕“两高一多一网一终端”(两高：“高激活优惠”、“高酬金激励”；一多：“实物赠送多”；一网：相对领先TD网的C网和W网；一终端：苹果iPhone4)积极抢占市场推广策略以及地毯式的营销活动,对客户实行深度捆绑,对我们的新增份额和存量市场造成较大的冲击。为进一步提高竞争力,茂名移动公司必须详细的分析市场环境,充分利用好我们的能力和优势,培养起3G竞争、全业务竞争的核心能力,推进企业的稳健持续发展。结合菲利普.科特勒的营销理论,本文就市场营销策略的四个方面,即产品策略、价格策略、促销策略、渠道策略提出了茂名移动要继续保持或扩大市场优势应当采取的对策。
[Abstract]:China's telecommunications industry is developing rapidly, experienced in the dual drive industry restructuring and the issuance of 3G licenses, the telecom industry into the new telecommunications, new mobile, Unicom new era. A situation of tripartite confrontation of industry restructuring, showing a shift in the trend, the comprehensive strength of China Unicom and China Telecom was strengthened, and gradually narrow the gap in the core of mobile. Competitiveness comparison relationship, lead to competition from "thriving" to "each one has its own merits"
The development situation of Maoming city's economic development situation and the communications industry are analyzed, and analyzes the shortcomings existing in Maoming mobile, and studied the status quo of Maoming mobile communication market development trend, adopting the SWOT analysis method in-depth analysis of the competitive situation of Maoming mobile communication market.
With the development of 3G into the path of rapid development, industry competition has entered the competitive advantage, each one has its own merits, leading the trend of the times. In the Maoming area competitors closely around the "two high one network terminal (" two high "high preferential activation", "high incentive fee"; a kind gift: "a network; the relative leading TD network and CDMA network terminal: W; apple iPhone4) actively seize the market promotion strategy and carpet marketing activities, the implementation of the depth bundled to customers, resulting in a greater impact on our new shares and the stock market. In order to further improve the competitiveness of Maoming Mobile Corporation must have a detailed analysis of the market environment, make full use of our ability and advantage, develop 3G competition, the core competence of the whole business competition, promote the steady and sustainable development. With Philip. Kotler's marketing theory, this paper The four aspects of marketing strategy, namely, product strategy, price strategy, promotion strategy and channel strategy, put forward the countermeasures that Maoming mobile should continue to maintain or expand its market advantage.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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