中国电信DQ分公司营销策略研究

发布时间：2018-04-28 09:53

本文选题：中国电信 + DQ分公司　；参考：《昆明理工大学》2013年硕士论文

【摘要】：经过2008年改革重组和2009年初3G牌照的发放,中国移动并购中国铁通获得TD-SCDMA牌照,原中国网通和中国联通合并组建了新中国联通并获得了WCDMA,中国电信以1100亿元的代价整体收购了原中国联通CDMA网络资产和用户,随后获得了CDMA2000的3G移动业务牌照。中国电信、中国移动、中国联通先后获得了移动、固话、宽带等综合电信业务经营许可,三大运营商形成了新的“三足鼎立”的全业务运营的竞争格局,三大运营商之间的竞争真正进入了全业务、全方位竞争时代,竞争进一步加剧。本文以中国电信DQ分公司营销策略为主要研究对象,将业务营销理论运用到该公司的全业务营销实践中。在客观分析了目前DQ分公司基本情况、营销管理的现状基础上,找出了营销管理中存在的主要问题和原因,并对DQ分公司竞争格局、竞争对手经营策略进行分析,在此基础上,借助SWOT分析工具,从机会、威胁、优势、劣势四个角度,对中国电信DQ分公司的市场竞争能力进行全面剖析。随后对中国电信集团公司的发展策略进行解读,并在STP理论的指引下对DQ分公司的营销战略进行选择,结合上面的所有分析、解读和战略选择,在4P原理、基于3G特征的4I理论等理论指引下,针对中国电信DQ分公司的面临市场特点和自身实力,以移动业务、宽带业务、固网语音等主要竞争产品为主线,总结出要实施“差异化的固网业务和移动业务融合、走量质并重的规模发展之路”总体营销策略,并从产品策略、价格策略、渠道策略和促销策略几个围度给出了相应政策措施实施建议。本文通过分析研究中国电信DQ分公司所处的营销环境,进一步明确和细分业务和相应用户市场,从而给出了相应的营销组合策略和政策实施建议,具有一定的现实性和可操作性,对目前中国电信DQ分公司营销管理工作提供参考指导作用。与此同时,对经济不太发达的州市电信分公司发展也具有借鉴意义。
[Abstract]:After the reform and restructuring in 2008 and the issuance of 3G licences in early 2009, China Mobile acquired the TD-SCDMA license by acquiring China Railcom. China Netcom and China Unicom merged to form the new China Unicom and won the WCDMA. China Telecom bought the original China Unicom CDMA network assets and users for 110 billion yuan, and then obtained the 3G mobile business license of CDMA2000. China Telecom, China Mobile, and China Unicom have successively obtained licenses for comprehensive telecommunications services, such as mobile, fixed telephone, broadband, etc. The three major operators have formed a new competition pattern of "three legs" for full-service operation. The competition between the three major operators really entered the whole business, all-round competition era, competition further intensified. In this paper, the marketing strategy of China Telecom DQ Branch is taken as the main research object, and the business marketing theory is applied to the whole business marketing practice of China Telecom. Based on the objective analysis of the basic situation of DQ branch and the present situation of marketing management, this paper finds out the main problems and reasons in the marketing management, and analyzes the competition pattern of DQ branch and the management strategy of its competitors. With the help of SWOT analysis tools, the market competitiveness of China Telecom DQ Branch is analyzed from four angles: opportunity, threat, advantage and disadvantage. Then the development strategy of China Telecom Group Company is interpreted, and under the guidance of STP theory, the marketing strategy of DQ Branch is selected, combining all the above analysis, interpretation and strategic choice, in the 4P principle, Under the guidance of 4i theory based on 3G characteristics, aiming at the market characteristics and strength of DQ Branch of China Telecom, the main line is mobile service, broadband service, fixed network voice and other main competitive products. Summing up the overall marketing strategy of "integration of differentiated fixed network service and mobile service, taking the road of scale development with equal quantity and quality", and from product strategy, price strategy, The channel strategy and the promotion strategy several environs to give the corresponding policy measure to carry out the suggestion. By analyzing and studying the marketing environment of China Telecom DQ Branch, this paper further clarifies and subdivides the business and the corresponding user market, and then gives the corresponding marketing combination strategy and policy implementation suggestions. It has certain reality and maneuverability, and provides the reference to the marketing management work of China Telecom DQ Branch at present. At the same time, the development of the less developed state telecom branch also has reference significance.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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