乌海联通3G市场营销方式研究

发布时间：2018-10-08 21:53

【摘要】：2009年1月7日,中国联通获得了WCDMA制式的3G牌照,9月28日,乌海联通3G业务正式商用,成为继电信之后第二家推出3G移动通信业务的运营商。3G业务是一项划时代的重大业务,它不但继承了2G移动语音业务的核心价值,同时实现了移动状态下的实时多媒体业务,实行全国统一资费,国内语音通话与可视电话均采用“长、市、漫三费合一模式”,给用户带来了全新的通信服务,成为各运营商未来业务发展的主要利润增长点。为了能占领更多的3G市场份额,建立领先优势,三大运营商对3G市场的争夺将愈来愈激烈。文章运用PEST和SWOT两个分析方法,结合当地大量的实际数据,对乌海联通目前所处的宏观环境、行业环境和企业自身的优势、劣势、机遇和挑战进行了系统的分析,并结合分析结果,对乌海3G市场的主要客户群体进行了细分,针对不同的群体需求提出了适合的3G业务营销方式。本文研究具有较强的时效性、针对性和实际意义,能在未来一段时间内给乌海联通的市场营销工作提供较好的指导作用。
[Abstract]:On January 7, 2009, China Unicom obtained the 3G license of WCDMA system. On September 28, China Unicom's 3G service was officially commercialized, becoming the second operator to launch 3G mobile communication service after telecom. 3G service is an epoch-making important service. It not only inherits the core value of 2G mobile voice service, but also realizes the real-time multimedia service under the mobile state, and implements the unified tariff of the whole country. It brings new communication service to users and becomes the main profit growth point of future business development of operators. In order to occupy more 3G market share and establish the leading advantage, the three major operators will compete for 3G market more and more intensely. This paper uses PEST and SWOT to analyze the macro environment, the industry environment and the advantages, disadvantages, opportunities and challenges of Wuhai Unicom. Combined with the results of the analysis, the main customer groups of the 3G market in Wuhai are subdivided, and a suitable marketing method for 3G services is put forward according to the different needs of the groups. The research in this paper has strong timeliness, pertinence and practical significance, and can provide better guidance for the marketing work of Wuhai Unicom in the future.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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