新竞争形势下嘉峪关移动公司全业务运营营销策略研究

发布时间：2018-03-21 19:22

本文选题：新竞争态势　切入点：全业务　出处：《兰州大学》2012年硕士论文　论文类型：学位论文

【摘要】：伴随着社会经济的飞速发展,移动通信技术与时俱进,扮演着重要的IT角色。2008年,国家进行了电信体制改革,通过合并重组等方式,形成了三家通信运营商竞争发展的格局,2011年,国家十二五规划发展纲要颁布,三家通信运营商都开始了面向全业务经营的转型和创新发展之路。但是由于政府对各运营商发放经营牌照经营范围的不同,中国移动与中国联通、中国电信在全业务发展上差距较远,如何在当前新形势下充分发挥中国移动移动信息专家优势来进行全业务营销,对转型发展至关重要。本文以营销管理理论为基础,在对嘉峪关市移动公司面临的内外部环境,特别新竞争环境做全面分析的同时,制定了嘉峪关移动公司目标市场营销战略,进而从产品、价格、渠道、促销4个方面提出了系统的营销策略,并从组织保障和过程控制角度论述了营销策略的执行与控制问题,以期对嘉峪关公司在新竞争态势的全业务运营提供指导,也为国内同行业的其他公司提供借鉴。
[Abstract]:With the rapid development of social economy, mobile communication technology is advancing with the times and playing an important role in IT. In 2011, the 12th Five-Year Plan of the State promulgated a development outline for the competition and development of three telecommunications operators. All three telecom operators have embarked on the transition and innovative development road towards full-service operations. However, due to the difference in the scope of business licenses issued by the government to the operators, China Mobile and China Unicom, China Telecom is far behind in the development of full-service. How to give full play to the advantages of China Mobile Information specialist in the new situation to carry out full-service marketing is of great importance to the transformation and development of China Telecom. Based on the theory of marketing management, this paper makes a comprehensive analysis of the internal and external environment, especially the new competition environment facing Jiayuguan mobile company, and formulates the target marketing strategy of Jiayuguan mobile company, and then from the product, price, This paper puts forward the systematic marketing strategy from four aspects of channel and promotion, and discusses the implementation and control of the marketing strategy from the angle of organization guarantee and process control, in order to provide guidance for Jiayuguan Company's whole business operation in the new competition situation. Also for the domestic industry of other companies to provide reference.
【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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