4G时代重庆移动A公司营销渠道策略研究

发布时间：2018-04-03 11:31

本文选题：4G　切入点：重庆移动A公司　出处：《重庆理工大学》2017年硕士论文

【摘要】：在工业和信息化部对中国移动、中国联通以及中国电信正式发放4G牌照后,通信行业正式迈入了4G时代。重庆移动A公司在3G时代,由于技术、终端设备等方面的落后,使得重庆移动A公司在区域范围内处于一种相对不利的位置。但随着中国移动逐渐适应4G时代带来的改变,加快了进入4G时代的节奏,这也使得重庆移动A公司在区域范围内大力发展4G业务出现了新的机遇,同时也带来了巨大的挑战。如何有效的提高渠道的营销能力和服务水平,最大程度的发挥各类渠道间的协同作用,使各类渠道尽快进入一体化的发展,这些都成为了重庆移动A公司在区域内拓展4G业务的重要环节。因此本论文选题运用市场营销理论,通过分析重庆移动A公司渠道营销策略,来确保重庆移动A公司在区域市场中稳固的竞争优势。本文首先对研究的背景、目的与意义进行了阐述,结合国内外4G技术的发展,介绍了通信行业将不遗余力发展4G的大趋势,并确定了本文所采用的研究方法。然后,从营销渠道概念、营销渠道策略以及营销渠道控制进行了理论论述,突出了营销渠道在4G时代下的重要作用。并对重庆移动A公司所面临的市场营销环境进行了详细的分析,通过采用SWOT分析法,分析出重庆移动A公司当前所面临的外部机遇和威胁,更进一步的强调重庆移动A公司营销渠道在当前市场环境下有效的布局和管理的重要性,所以重庆移动A公司的营销渠道策略必须进一步的得到改善。所以在这样一个特殊的市场环境下,本文提出了重庆移动A公司营销渠道的整体策略,将渠道的转型、服务质量的提升、管理效能的改善作为营销渠道整体策略的三大保障,以保证市场能够持续并稳定的发展。并且,将重庆移动A公司的市场区域市场进行了划分,提出了具体的营销渠道组合策略。
[Abstract]:After the Ministry of Industry and Information Technology issued 4G licences to China Mobile, China Unicom and China Telecom, the communications industry entered the 4G era.In the 3G era, Chongqing Mobile A Company is in a relatively disadvantageous position in the regional scope because of the backwardness of technology, terminal equipment and so on.However, as China Mobile gradually adapts to the changes brought about by 4G era, it speeds up the pace of entering 4G era, which makes Chongqing Mobile A Company develop 4G business in a regional scope with new opportunities and great challenges.How to effectively improve the channel marketing ability and service level, maximize the synergy among the various channels, so that all kinds of channels as soon as possible into the integrated development,These have become Chongqing Mobile A company in the region to expand 4G business an important link.Therefore, this thesis applies marketing theory to ensure the stable competitive advantage of Chongqing Mobile A Company in regional market by analyzing the channel marketing strategy of Chongqing Mobile A Company.In this paper, the background, purpose and significance of the research are first expounded, combined with the development of 4G technology at home and abroad, the communication industry will spare no effort to develop 4G trend, and determine the research methods adopted in this paper.Then, this paper discusses the concept of marketing channel, marketing channel strategy and marketing channel control theoretically, highlighting the important role of marketing channel in 4G era.The marketing environment of Chongqing Mobile A Company is analyzed in detail, and the external opportunities and threats faced by Chongqing Mobile A Company are analyzed by using SWOT analysis method.Further emphasize the importance of the effective distribution and management of the marketing channel of Chongqing Mobile A Company under the current market environment, so the marketing channel strategy of Chongqing Mobile A Company must be further improved.Therefore, in such a special market environment, this paper puts forward the overall marketing channel strategy of Chongqing Mobile A Company, taking the transformation of the channel, the improvement of service quality and the improvement of management efficiency as the three major guarantees of the overall marketing channel strategy.To ensure that the market can continue and stable development.Moreover, the market area market of Chongqing Mobile A Company is divided, and the specific marketing channel combination strategy is put forward.
【学位授予单位】：重庆理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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