中移铁通NJ分公司宽带营销策略研究

发布时间：2018-08-23 12:56

【摘要】：伴随着2008年出现的“电信重组”,中国的电信行业逐步进入到了电信、移动、联通全业务竞争发展“三足鼎立”时期、随着我国电信体制改革的不断深化及电信业已经步入4G全业务运营时代,三家运营商都加快了资源整合的步伐,全力提升自身全业务经营能力,力图在日益竞争激烈的市场中占据优势地位。本文借鉴国内外市场营销策略理论及应用的基础上,结合行业特点及NJ铁通的实际情况,以NJ移动和NJ铁通融合模式为例,对新模式下的组织架构进行构建,探索中移铁通未来宽带发展之路。文章通过分析总结了当前国内宽带的推广和应用,以及NJ铁通宽带业务的发展环境;通过五力模型对于NJ铁通宽带的竞争环境进行了分析和研究;再利用SWOT这个分析研究工具,阐述表明了 NJ铁通当前自身的发展优势和不足以及面临的威胁和发展前景。通过以上的这几个方面再对NJ铁通宽带业务的目前发展形势进行对应的研究,指出了 NJ铁通宽带业务的具体发展经营方式,主要是分为产品、费用、渠道、促销和服务等一系列的策略,最后还指出了这些发展策略的保障和基本支撑。文章主要是通过SWOT分析和五力模型这些分析研究防范,希望能够得出宽带发展战略对NJ铁通宽带业务具有最终指导意义的结论,同时也希望能够对于中移铁通发展具有指导性的建议。
[Abstract]:With the appearance of "telecom reorganization" in 2008, China's telecommunications industry has gradually entered the period of "three pillars" in the competition and development of telecommunications, mobile and Unicom. With the deepening of China's telecommunications system reform and the telecommunications industry has entered the 4G full service operation era, the three operators have accelerated the pace of resource integration, and fully improved their own full service management capacity. Try to occupy the dominant position in the increasingly competitive market. Based on the theory and application of marketing strategy at home and abroad, combined with the characteristics of the industry and the actual situation of NJ TieTong, this paper takes NJ Mobile and NJ Railcom as an example to construct the organizational structure under the new model. Explore the future development of TieTong in the future. By analyzing and summarizing the current domestic broadband promotion and application, and the development environment of NJ Tietong broadband service, the paper analyzes and studies the competitive environment of NJ TieTong Broadband through the five-force model, and then uses SWOT as an analysis and research tool. The development advantages and disadvantages, threats and prospects of NJ TieTong are described. Through the above several aspects, the corresponding research on the current development situation of NJ Tietong broadband service is carried out, and it is pointed out that the specific mode of development and management of NJ TieTong broadband service is mainly divided into products, expenses, and channels. Promotion and service are a series of strategies, and finally, the guarantee and basic support of these development strategies are pointed out. This article mainly through the SWOT analysis and the five forces model these analysis research guard, hoped to be able to draw the broadband development strategy to the NJ TieTong broadband service has the final guidance significance conclusion, At the same time, I also hope to be able to promote the development of TieTong.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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