中国移动四川公司数据增值业务市场营销策略研究

发布时间：2018-04-25 00:41

本文选题：数据增值业务 + 营销组合　；参考：《电子科技大学》2012年硕士论文

【摘要】：目前我国移动通信运营商面临3G通信时代的到来，运营商急需明确新形势下数据增值业务发展重心，制定下一步的市场策略。本文旨在通过对四川移动发展数据增值业务所处的市场条件和竞争环境进行分析，再结合对四川移动自身特点的分析，运用市场营销的理论试图为企业提出一套符合企业发展特色的可以解决企业目前在开拓数据增值业务市场时所面临的困境的市场营销策略。本文分为六个部分，以四川移动数据增值业务在四川省的营销策略为着眼点，，运用所学的市场营销理论知识对四川移动数据增值业务的市场营销策略进行研究，通过对四川移动历年来在探索增值业务有效营销策略上所经历的历程进行深入分析，发现其中的亮点，为今后四川移动数据增值业务的发展奠定成功营销基础，并在此基础之上形成科学的、可操作的、可持续发展的新型营销策略规划。在对四川移动数据增值业务营销策略的分析之前，本文先从中国移动通信市场的特点着手，并阐述了中国移动数据增值业务发展现状，揭示了数据增值业务在发展过程中存在的问题。又从四川移动发展数据增值业务所处的环境进行了综合性的分析，这其中包括对四川移动在数据增值业务发展上的成功与不足因素进行分析以及四川移动发展数据增值业务面临的机遇与挑战。之后分析了四川移动重点数据增值业务产品的生命周期，并以彩铃营销策略的选择为案例阐述产品在不同生命周期所采取的营销策略。最后是本文的核心分析部分——四川移动数据增值业务市场营销策略分析。对于这部分的内容，则是根据4P原理为主要框架进行逐项分析，对四川移动数据增值业务分别在产品、价格、促销、渠道的营销策略进行研究，提出具有可操作性、有针对性的、符合四川移动特点的可行性方案。
[Abstract]:At present, the mobile communication operators in China are facing the arrival of the 3G communication era, and the operators urgently need to make clear the focus of the development of data value-added services under the new situation and formulate the next market strategy. The purpose of this paper is to analyze the market conditions and competitive environment in which Sichuan Mobile develops data value-added services, and then to analyze the characteristics of Sichuan Mobile. By using the theory of marketing, this paper attempts to put forward a set of marketing strategies which accord with the characteristics of enterprise development and can solve the dilemma that enterprises are facing in developing the market of data value-added business. This paper is divided into six parts. Based on the marketing strategy of Sichuan Mobile data Value-added Service in Sichuan Province, this paper studies the marketing strategy of Sichuan Mobile data Value-added Service by using the knowledge of marketing theory. Through the deep analysis of Sichuan Mobile in exploring the effective marketing strategy of value-added business over the years, the bright spots are found, which will lay a successful marketing foundation for the future development of Sichuan Mobile data Value-added Service. And on this basis to form a scientific, operational, sustainable development of new marketing strategy planning. Before analyzing the marketing strategy of Sichuan Mobile data Value-added Service, this paper starts with the characteristics of China Mobile Communication Market, and expounds the current situation of China Mobile data Value-Added Service. The problems in the development of data value-added services are revealed. It also makes a comprehensive analysis of the environment in which Sichuan Mobile develops data value-added services. This includes the analysis of the success and deficiency factors of Sichuan Mobile in the development of data value-added services, as well as the opportunities and challenges faced by Sichuan Mobile in the development of data value-added services. Then it analyzes the life cycle of the key data value-added service products of Sichuan Mobile, and illustrates the marketing strategies adopted by the products in different life cycles with the choice of the marketing strategy of CRBT as a case study. Finally, the core part of this paper-Sichuan Mobile data value-added business marketing strategy analysis. For this part, according to the 4P principle as the main framework of the analysis, Sichuan Mobile data value-added services in the product, price, promotion, channel marketing strategy are studied, put forward the maneuverability. Targeted, in line with the characteristics of Sichuan Mobile feasibility plan.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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