HZ移动公司TD终端产品营销策略研究

发布时间：2018-07-09 16:35

本文选题：TD-SCDMA制式 + 手机终端　；参考：《电子科技大学》2013年硕士论文

【摘要】：随着社会的不断发展，电子技术的不断进步，手机终端已由奢侈消费品转变为电子快速消费品，人们的日常生活越来越离不开手机，手机也由单纯的通信工具演变为集社交沟通、商务办公、理财专家、休闲娱乐、网络游戏等功能于一体的生活助手。由于移动互联网行业的发展及客户消费习惯的改变，国内电信运营商提供的传统语音类和短信类业务已无法满足客户的通信需求，流量类业务日渐成为客户追捧的新宠，电信客户对手机终端的需求也由功能机向智能机转变。手机终端作为电信运营商各类业务的应用载体，客户对手机终端体验的好坏有可能直接决定了客户对运营商的选择。Iphone系列手机在全球通范围内对传统电信运营商带来的冲击波印证了这一点，国内三大电信运营商也逐步意识到了手机终端对客户选择的强大影响力。可以预计，未来几年终端市场将成为各运营商竞争的主战场。本文是从中国移动地市级公司HZ移动的角度出发，，运用所学的市场细分理论、4P理论、STP理论等营销理论知识，采取理论联系实际的方式，通过大量查阅文献、实地调研、比较分析的方法，针对HZ移动终端营销策略的现状、营销环境、竞争对手策略等方面进行系统分析，并着重从产品、价格、渠道、促销等四个维度提出了HZ移动的终端营销策略。首先从HZ移动公司TD终端的营销现状入手，对营销资源紧缺、产品单一、中高端客户拓展不足、促销手法单调等亟需改善的方面进行了分析，详细研究了HZ移动TD终端营销所面临的困局。其次从HZ移动所处的宏观环境出发，分析了HZ移动所面临的机遇和挑战，运用SWOT分析法对HZ移动的竞争环境和自身优劣势进行了深入的剖析。最后，针对HZ移动TD终端营销的转型提出了以下解决办法：主推产品由“合约机”转向“裸机”、主导渠道由“自由渠道”让位“社会渠道”、核心客户群由“大众客户”转为“中高端客户”、促销手段由“常规促销”演进为“融合营销”，其中创造性地就“TD终端目标客户模型”和“低值终端模型”分别对产品转型及渠道优化进行了深入研究。期待本文对处于TD终端营销转型期的HZ移动，摒弃“靠终端补贴换取市场份额”的粗放式经营方式，发挥自身优势并结合营销环境和行业特点，提出行之有效的营销策略，从而为企业的未来发展提供有力的理论支持和实践依据。
[Abstract]:With the continuous development of society and the progress of electronic technology, mobile terminal has changed from luxury consumer goods to electronic fast moving consumer goods. People's daily life is more and more inseparable from mobile phones. Mobile phone also evolved from a simple communication tools to a collection of social communication, business office, financial experts, leisure and entertainment, online games and other functions in one of the life assistant. Due to the development of mobile Internet industry and the change of consumer habits, the traditional voice and short message services provided by domestic telecom operators can no longer meet the communication needs of customers. Telecom customers' demand for mobile terminals is also changing from functional machines to smart machines. Mobile terminal is the application carrier of all kinds of services of telecom operators. The customer's experience with mobile terminals may directly determine the customer's choice of the operator. The shock wave that the iPhone series mobile phone brings to the traditional telecom operators within the GSM scope confirms this point. China's three major telecom operators are also gradually aware of the strong influence of mobile phone terminals on customer selection. It can be expected that the terminal market will become the main battlefield of competition between operators in the next few years. From the point of view of HZ Mobile of China Mobile, this paper applies the marketing theory such as market segmentation theory / STP theory to STP theory, and adopts the way of integrating theory with practice, through a large amount of literature, field investigation, and so on. The method of comparative analysis, aiming at the status quo of marketing strategy of HZ mobile terminal, marketing environment, competitor strategy and so on, and focusing on the product, price, channel, etc. Promotion and other four dimensions proposed HZ mobile terminal marketing strategy. First of all, from HZ Mobile Company TD terminal marketing status quo, marketing resources are scarce, the product is single, the high-end customer expansion is insufficient, the promotion techniques are monotonous, and so on, which need to be improved. HZ mobile TD terminal marketing is faced with a detailed study of the difficult situation. Secondly, from the macro environment of HZ mobile, this paper analyzes the opportunities and challenges faced by HZ mobile, and analyzes the competitive environment and advantages and disadvantages of HZ mobile by using SWOT analysis method. Finally, in view of the transformation of HZ mobile TD terminal marketing, the following solutions are put forward: the main product is transferred from "contract machine" to "naked machine", and the leading channel gives way to "social channel" from "free channel" to "social channel". The core customer base has changed from "popular customer" to "medium and high-end customer", and the means of promotion have evolved from "regular promotion" to "integrated marketing". Among them, the "TD terminal target customer model" and "low-value terminal model" are creatively studied on product transformation and channel optimization respectively. In this paper, we hope that the HZ mobile in the transition period of TD terminal marketing will abandon the extensive management mode of "exchanging market share by terminal subsidy", give play to its own advantages and combine with the marketing environment and the characteristics of the industry, and put forward effective marketing strategies. In order to provide strong theoretical support and practical basis for the future development of enterprises.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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