全业务运营背景下北京移动集团客户市场竞争策略分析
发布时间：2018-08-31 11:20
【摘要】：本文从全业务的定义出发,结合全业务运营产业宏观环境和北京通信市场环境的分析,以及目前北京移动全业务发展所遇到的问题、瓶颈和发展机遇,提出北京移动在全业务竞争环境下,集团客户市场的发展和竞争策略,对北京移动全业务竞争策略进行分析。并通过使用全业务竞争环境的五力模型,全面分析全业务市场竞争的各种力量,对北京移动全业务运营竞争策略进行论证和初步思路设计,进而对北京移动可采用的全业务竞争策略进行比较和选择,通过市场细分、目标市场选择和全业务竞争定位,明确北京移动全业务竞争的总体策略,并针对不同细分市场,设计全业务竞争在产品、价格、渠道和促销等关键营销组合上可采用的竞争措施,以及组织保障、人力资源保障、产业链保障和信息化保障等确保全业务竞争顺利实施的保障策略。 研究进一步深化了当前全业务竞争模式的研究,围绕移动公司面对未来全业务市场竞争和全业务运营中可能出现的问题,进行有益的理论探索,具有理论和现实意义
[Abstract]:Starting from the definition of full service, this paper analyzes the macro environment of the whole business operation industry and the communication market environment in Beijing, as well as the problems, bottlenecks and development opportunities encountered by Beijing Mobile in the development of full service. This paper puts forward the development and competition strategy of group customer market under the full service competition environment of Beijing Mobile, and analyzes the full service competition strategy of Beijing Mobile. By using the five-force model of the full-service competitive environment, the paper analyzes all kinds of forces in the full-service market competition, and demonstrates and designs the competitive strategy of Beijing Mobile's full-service operation. Then compare and select the full service competition strategies that can be adopted by Beijing Mobile. Through market segmentation, target market selection and full service competition positioning, the overall strategy of Beijing Mobile full service competition is clarified, and the different subdivision markets are pointed out. Design the competitive measures that can be used in the key marketing mix, such as product, price, channel and promotion, as well as organization guarantee, human resource guarantee, etc. Industry chain security and information security to ensure the smooth implementation of the full business competition security strategy. The research further deepens the research of the current full-service competition mode, and carries on beneficial theoretical exploration around the mobile company facing the future full-service market competition and the possible problems in the full-service operation, which has theoretical and practical significance.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626
本文编号：2214826
[Abstract]:Starting from the definition of full service, this paper analyzes the macro environment of the whole business operation industry and the communication market environment in Beijing, as well as the problems, bottlenecks and development opportunities encountered by Beijing Mobile in the development of full service. This paper puts forward the development and competition strategy of group customer market under the full service competition environment of Beijing Mobile, and analyzes the full service competition strategy of Beijing Mobile. By using the five-force model of the full-service competitive environment, the paper analyzes all kinds of forces in the full-service market competition, and demonstrates and designs the competitive strategy of Beijing Mobile's full-service operation. Then compare and select the full service competition strategies that can be adopted by Beijing Mobile. Through market segmentation, target market selection and full service competition positioning, the overall strategy of Beijing Mobile full service competition is clarified, and the different subdivision markets are pointed out. Design the competitive measures that can be used in the key marketing mix, such as product, price, channel and promotion, as well as organization guarantee, human resource guarantee, etc. Industry chain security and information security to ensure the smooth implementation of the full business competition security strategy. The research further deepens the research of the current full-service competition mode, and carries on beneficial theoretical exploration around the mobile company facing the future full-service market competition and the possible problems in the full-service operation, which has theoretical and practical significance.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626
【参考文献】
相关期刊论文 前2条
1 张爱琴;21世纪服务营销发展趋势初探[J];兰州学刊;2004年05期
2 梁威;论内部营销策略组合及其应用模型[J];现代管理科学;2003年04期
，本文编号：2214826
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