Q市移动12580综合信息业务平台的市场营销策略研究

发布时间：2018-04-21 19:28

本文选题：营销策略 + 中国移动　；参考：《华侨大学》2012年硕士论文

【摘要】：国家对电信行业的重组，移动通信市场普及率的日益趋高。在此新的市场环境和竞争形势下，中国移动依然继续保持绝对的领先优势。但是，在经历了多年高速增长之后，中国移动开始进入缓步前行的阶段。寻找新的业务增长点，是推动公司在手机高普及率及率先保持快速增长的突破点之一。作为公司转型期主推的产品，运营12580业务面临着诸多挑战和考验。本文通过描述通信行业发展概况、Q市移动公司发展概况以及Q市移动12580业务发展概况，运用SWOT分析法分析Q市移动12580业务的内外部环境，即优势、劣势、机遇和威胁，结合艾略特·艾登伯格(Elliott Ettenberg)4RS营销理论、罗伯特·劳朋特（Robert Lauteerborn）4CS营销理论、杰罗姆·麦卡锡（E.Jerome McCarthy）4PS营销理论以及体验营销理论研究Q市移动12580业务的市场营销策略，并提出一系列的营销策略实施方案，具体包括营销方案实施、组织机构设置、营销资源配置、业绩考核方式和预计经营成果。最后，，对研究结果进行总结。
[Abstract]:The national reorganization of the telecommunications industry, mobile communication market penetration rate is increasing. In this new market environment and competitive situation, China Mobile continues to maintain an absolute lead. However, after years of high-speed growth, China Mobile began to step forward. Looking for new business growth is one of the breakthrough points to promote the company's high penetration rate and maintain rapid growth. As the main product in the period of transformation, the operation of 12580 business is facing many challenges and tests. By describing the development of Q mobile company and the development of Q mobile 12580, this paper analyzes the internal and external environment of Q mobile 12580 service by using SWOT analysis method, that is, advantages, disadvantages, opportunities and threats. Combining Elliott Ettenberg)4RS marketing theory with Elliott Ettenberg)4RS theory, Robert Lauteerborn)4CS marketing theory, Jerome McCarthy E. Jerome McCarthy)4PS marketing theory and experience marketing theory to study the marketing strategy of Q City Mobile 12580 business. A series of implementation schemes of marketing strategy are put forward, including the implementation of marketing scheme, the setting of organization, the allocation of marketing resources, the way of performance evaluation and the expected operating results. Finally, the research results are summarized.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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