漯河移动手机上网业务拓展策略研究

发布时间：2018-03-31 02:09

本文选题：手机上网　切入点：营销策略　出处：《北京邮电大学》2013年硕士论文

【摘要】：随着智能手机的普及和移动互联网应用的不断丰富,手机通信进入移动互联网时代,在电信企业完成重组后,3G网络不断完善,我国的移动通信市场面临的竞争将愈发的激烈。近二年来,手机通信市场逐渐趋于饱和,手机客户增长速度开始变缓。与此同时,数据业务开始暴发出强劲的增长势头,成为拉动公司收入持续增长的重要驱动力。在诸多的数据业务中,传统数据业务的发展速度均出现了不同程度的下降,而手机上网业务却一枝独秀,保持着持续强劲的增长势头,已成为数据业务中耀眼的明星,手机上网业务也成为移动公司经营战略的重要方向之一。而对庞大的中国移动组织机构来说,中小城市占据了相当大的比例,对中小城市开展手机上网业务营销拓展研究,具有十分典型的意义,可以更好的促进手机上网业务的发展,带动移动公司整体上网业务更快的发展,为即将到来的4G储备丰富的资源,在未来的竞争中始终保持有利、主动的地位。本文将运用市场营销学、企业战略管理、SWOT分析和社会化媒体营销等有关的方法和理论,选择中小城市之一的漯河市进行研究,结合漯河地区当前手机上网业务的发展情况,提出如何在漯河当地对手机上网的业务进行推广,并制定相关的营销策略,为其他中小城市手机上网业务的拓展提供帮助和指导。本文得出的主要结论为,漯河移动应充分发挥客户规模优势和资源优势,借鉴社会化媒体营销理论知识,围绕4P转型对漯河移动手机上网业务的拓展策略,通过大力发展G3终端完善配套服务、优化资费体系提升客户口碑、优化渠道合作方式和创新营销等方式,充分挖掘手机上网业务潜力,加快手机上网业务的普及速度,提高手机上网老客户的价值,使手机上网业务贡献更多收入,促进移动公司实现又快又好的发展。
[Abstract]:With the popularity of smart phones and the continuous enrichment of mobile Internet applications, mobile communication has entered the era of mobile Internet, and the 3G network has been continuously improved after the reorganization of telecommunications enterprises. The competition in the mobile communication market in China will be increasingly fierce. In the past two years, the mobile phone communication market has gradually become saturated, and the growth rate of mobile phone customers has begun to slow down. At the same time, the data business has begun to burst into a strong growth momentum. Among the many data businesses, the traditional data business has declined in varying degrees, while the mobile phone online business has outshone others. Maintaining a sustained and strong growth momentum, has become a dazzling star in the data business, mobile phone online business has become one of the important directions of the mobile company's business strategy. Small and medium-sized cities account for a large proportion of the small and medium-sized cities, the development of mobile phone online business development research, has a very typical significance, can better promote the development of mobile phone online business. Driving the mobile company's overall Internet access business to develop faster, for the upcoming 4G reserves rich resources, in the future of competition has always maintained a favorable, active position. In this paper, we will choose Luohe City, one of the small and medium-sized cities, to study with the relevant methods and theories of marketing, enterprise strategic management, SWOT analysis and social media marketing, and combine the current development of mobile phone online business in Luohe area. This paper puts forward how to popularize the mobile phone online service in Luohe and make relevant marketing strategies to provide help and guidance for the expansion of mobile phone online business in other small and medium-sized cities. The main conclusions of this paper are that Luohe Mobile should give full play to the advantages of customer scale and resources, draw lessons from the theory of social media marketing, and expand the mobile phone online service of Luohe Mobile based on 4P transformation. By vigorously developing G3 terminals to perfect supporting services, optimizing the tariff system to enhance customer reputation, optimizing channel cooperation and innovative marketing, and so on, we can fully tap the potential of mobile phone online services and speed up the popularization of mobile phone online services. Improve the value of mobile phone customers, make mobile phone online business contribute more revenue, promote mobile companies to achieve fast and good development.
【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】：F626

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