辽宁移动朝阳分公司宽带业务市场营销策略研究

发布时间：2018-03-14 18:44

本文选题：移动公司　切入点：宽带业务　出处：《长春工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着通信技术日新月异的发展,通信提供了多种多样的业务服务,这些业务服务给人们带来了越来越多的便利和丰富多彩的文化生活。随着国家电信体制改革的不断深入,我国电信市场经历了剧烈而深刻的变化,基本形成了以中国联通、中国电信、中国移动三家全业务运营商为主要力量的市场竞争格局,行业竞争进入白热化阶段。为寻求市场新的业务增长点,获取更多的市场份额,中国移动通信集团辽宁有限公司朝阳分公司作为移动通信的龙头企业,根据用户发展需求,推出战略型重点业务一一移动宽带业务,为了抢占市场份额,在新一轮移动通信改革中抢占先机,适应行业加快宽带接入技术升级、带宽提速发展的趋势.朝阳移动决定全力拓展宽带业务市场,全面促进宽带及全业务的运营和规模发展。首先,本文回顾了营销战略理论,从理论上阐述了什么是营销战略,如何进行营销环境分析,如何规划营销战略,如何保障营销战略顺利执行,为本文的研究奠定了理论基础。其次,结合营销环境分析理论,对内外部营销环境进行分析,得出营销环境适合发展宽带业务。最后,制定了宽带业务发展营销战略,制定营销产品组合以强化市场定位。
[Abstract]:With the rapid development of communication technology, communication provides a variety of business services, which bring people more and more convenience and colorful cultural life. The telecommunications market in our country has undergone drastic and profound changes, basically forming a market competition pattern with China Unicom, China Telecom, and China Mobile as the main force of the three full-service operators. In order to seek new business growth point of the market and gain more market share, Chaoyang Branch of China Mobile Communications Group Liaoning Co., Ltd. as the leading enterprise of mobile communication, according to the development needs of users, Launch strategic key business-mobile broadband service, in order to seize market share, in the new round of mobile communications reform to seize the opportunity to adapt to the industry to speed up broadband access technology upgrade, Chaoyang Mobile decides to expand the broadband service market and promote the operation and scale development of broadband and whole service. Firstly, this paper reviews the theory of marketing strategy, and expounds what is marketing strategy in theory. How to carry on the marketing environment analysis, how to plan the marketing strategy, how to guarantee the successful implementation of the marketing strategy, has laid the theoretical foundation for the research of this article. Secondly, combined with the marketing environment analysis theory, carries on the analysis to the internal and external marketing environment, The marketing environment is suitable for the development of broadband business. Finally, the marketing strategy of broadband business is formulated, and the marketing product combination is formulated to strengthen the market positioning.
【学位授予单位】：长春工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626

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