基于4Ds的山西移动4G业务营销策略研究

发布时间：2018-04-13 12:32

本文选题：4G时代 + 4Ds　；参考：《兰州理工大学》2017年硕士论文

【摘要】：随着移动终端的普及,我国逐渐进入移动生活时代,人们对于便捷且高效的移动互联网的需求日益增多。前瞻产业研究院发布的《中国4G产业发展前景预测与产业链投资机会分析报告》指出,2016年,4G用户数呈爆发式增长,渗透率达到58.2%。自从4G网络正式商用以来,山西移动大力推广4G网络建设以及4G用户的拓展,但客户渗透率较低,大量4G网络通道闲置,并且在国家提速降费的要求下,语音、短信、流量收入均大幅下降,山西移动整体收入增长压力巨大。基于以上现实背景,本文以山西移动为研究对象,在国内外研究现状、相关营销理论和分析方法的基础上,对山西移动的营销现状与存在问题进行深入分析并探讨解决方法。本文首先用“PEST分析法”从政治、经济、社会和技术四个方面对山西移动4G业务营销的宏观环境进行分析,使用“波特五力模型”分析山西移动的行业环境,再采用“SWOT分析法”对山西移动4G业务发展面临的市场机会、风险以及山西移动自身的优势、劣势进行分析;进而结合山西移动4G业务营销的现状及问题分析,利用“4Ds”营销模型,从需求、数据、传递、动态四个方面,以消费需求为基础,以互联网思维为导向,提出相应的营销策略及保障性措施建议。本文使用与移动互联网时代相适应的“4Ds”模型,结合山西移动内外部营销环境形势进行营销策略探讨,对山西移动的4G业务市场营销具有一定指导和促进作用,有助于培养山西移动营销人员的营销意识和营销能力,提升公司4G业务市场份额,转变目前4G业务市场不利的局面,实现山西移动的可持续发展并对行业内其他企业的市场营销提供借鉴。
[Abstract]:With the popularity of mobile terminals, China has gradually entered the era of mobile life, the demand for convenient and efficient mobile Internet is increasing day by day.The prospective Industry Research Institute's "Forecast of China's 4G Industry Development prospects and Analysis of Investment opportunities in Industrial chains" points out that the number of 4G users in 2016 is exploding, with penetration reaching 58.2%.Since 4G networks were officially commercially available, Shanxi Mobile has vigorously promoted 4G network construction and 4G user expansion, but customer penetration is low, a large number of 4G network channels are idle, and voice and short messages are required by the state to increase speed and reduce fees.Flow income has dropped substantially, Shanxi Mobile overall income growth pressure is enormous.Based on the above realistic background, this paper takes Shanxi Mobile as the research object, on the basis of domestic and international research status, related marketing theory and analysis method, deeply analyzes the current marketing situation and existing problems of Shanxi Mobile and discusses the solutions.This paper firstly analyzes the macro environment of 4G service marketing of Shanxi Mobile from four aspects of politics, economy, society and technology with "PEST Analysis method", and analyzes the industry environment of Shanxi Mobile by using "Porter's five Force Model".Then using "SWOT analysis" to analyze the market opportunities, risks, strengths and weaknesses of Shanxi Mobile 4G service development, and then analyze the current situation and problems of 4G business marketing of Shanxi Mobile.By using the "4Ds" marketing model, this paper puts forward the corresponding marketing strategy and safeguard measures from four aspects: demand, data, transmission and dynamics, based on consumption demand and guided by Internet thinking.This paper uses the "4Ds" model adapted to the era of mobile Internet, and discusses the marketing strategy of Shanxi Mobile in combination with the situation of internal and external marketing environment, which has a certain guiding and promoting role in the marketing of 4G business of Shanxi Mobile.It is helpful to cultivate the marketing consciousness and ability of Shanxi mobile marketing personnel, to promote the market share of 4G service of the company, and to change the unfavorable situation of 4G service market at present.To realize the sustainable development of Shanxi Mobile and to provide reference for the marketing of other enterprises in the industry.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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