郑州移动校园市场营销策略研究

发布时间：2018-05-14 00:13

本文选题：高校移动通信市场 + 竞争市场分析　；参考：《河南财经政法大学》2017年硕士论文

【摘要】：在“互联网+”时代发展的过程中,通信业也迎来业务结构转变和新旧增长力调整的转型时期,行业发展总体面临新态势,为迎接通信技术新的发展机遇和挑战,各地区移动通信运营商需要根据各地实际情况统筹规划策略方案.现今移动通信用户群体趋于饱和状态,其数量先后经历了2G语音时代的高速增长、3G数据业务时代的平稳增长、到现今4G时代缓慢增长三个阶段,新增客户已经过了高峰发展期。据调研,移动通信市场新的增长支点立足于用户密集化、业务海量化的通信热点区域。校园市场作为一个具有典型特性的聚类市场,其客户整体规模大、业务量爆发集中,必然是三大运营商竞争中的“兵家必争之地”,因此各通信运营商如何根据校园市场制定有效的营销策略是重中之重。郑州拥有将近一百所大、中专院校,而据掌握,郑州移动的校园营销策略发展处于缓慢的状态。面对上述问题,本文首先紧密结合郑州移动公司的实际情况,对企业在近期阶段的发展状况、营销环境和面临的问题与挑战等进行了深入的剖析。同时进一步针对郑州各高校市场实际的情况,提出了郑州移动公司在抢占高校市场中如何制定有效的营销策略和发展规划。此外,本文不仅研究了适合郑州移动公司的营销组合策略,还相应提出了实际执行过程中落实相关策略的配套建议。本文从营销策略研究角度进行分析,在不同的方面对中国移动郑州公司的营销策略进行研究,其一是对之前开展的相关策略进行了大量的调研分析,其二是对郑州移动公司的企业的市场营销策和经营情况略开展了全面深入的分析和研究。进一步运用相关理论知识,采用SWOT分析模型系统对郑州移动分公司在开发、发展郑州高校市场中存在的优势、劣势、机遇和挑战等一系列内容进行了系统分析。在分析结果基础上,本文提出了郑州移动公司在高校市场的发展建议和思路,切实根据郑州分公司的现实情况制定出了针对高校市场的营销策略。本文提出通过对校园市场营销策略、校园营销组织架构以及校园营销活动的把控及管理,保障移动郑州分公司营销策略得以有效实施的建议。
[Abstract]:In the process of the development of the "Internet" era, the communication industry also ushered in the transition period of business structure transformation and adjustment of the new and old growth forces. The industry is facing a new situation in general, in order to meet the new opportunities and challenges of communication technology development. Each area mobile communication operator needs to plan the strategy plan according to the actual situation of each region. Nowadays, the mobile communication users tend to be saturated, whose number has experienced the rapid growth of 2G voice age and the steady growth of 3G data service era. To the present 4G era, the three stages of slow growth, the new customers have passed the peak development period. According to research, the new growth fulcrum of mobile communication market is based on the hot area of communication. As a cluster market with typical characteristics, the campus market, with its large scale of customers and concentrated business volume, is bound to be a "battle place" in the competition among the three major operators. Therefore, how to make effective marketing strategy according to campus market is the most important. Zhengzhou has nearly 100 universities and colleges, and Zhengzhou Mobile's campus marketing strategy is in a slow state. In the face of the above problems, this paper first closely combined with the actual situation of Zhengzhou Mobile Company, the enterprise in the recent stage of development, marketing environment, problems and challenges faced by in-depth analysis. At the same time, according to the actual situation of Zhengzhou university market, this paper puts forward how Zhengzhou Mobile Company to formulate effective marketing strategy and development plan in the process of seizing the university market. In addition, this paper not only studies the marketing mix strategy suitable for Zhengzhou Mobile Company, but also puts forward the corresponding suggestions to implement the relevant strategies in the actual implementation process. From the perspective of marketing strategy research, this paper analyzes the marketing strategy of China Mobile Zhengzhou Company in different aspects, the first is to carry out a large number of research and analysis on the previous related strategies. The second is the comprehensive analysis and research on the marketing strategy and management of Zhengzhou Mobile Company. By using relevant theory knowledge and SWOT analysis model system, a series of contents such as advantages, disadvantages, opportunities and challenges in the development and development of Zhengzhou university market are systematically analyzed. On the basis of the analysis results, this paper puts forward some suggestions and ideas for the development of Zhengzhou Mobile Company in the university market, and formulates the marketing strategy for the university market according to the actual situation of Zhengzhou Branch Company. This paper puts forward some suggestions to ensure the effective implementation of the marketing strategy of Zhengzhou Branch through the control and management of campus marketing strategy, campus marketing organizational structure and campus marketing activities.
【学位授予单位】：河南财经政法大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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