ZZ联通农村市场营销策略探析
发布时间：2018-10-14 11:33
【摘要】：2008年的电信企业重组,使三家电信运营企业都成为了全业务运营商,这也预示着电信行业的竞争会愈加激烈。中国联通在部分城市已经基本具备同中国移动竞争的能力,但是在广大的农村地区,由于中国联通口碑问题、信号问题和起步晚的原因,农村市场几乎被中国移动一家占有,ZZ联通面临的状况也是如此。本文试图运用营销管理学、战略管理学、营销策划等知识,从农村通信市场竞争环境分析入手,运用SWOT分析法、PEST分析法和组合分析法等多种手段,分析竞争环境,确定核心竞争能力和竞争关键因素,针对农村通信市场的特点,提出zZ联通农村市场营销策略方案。
[Abstract]:The restructuring of telecom enterprises in 2008 has made all three telecom operators become full-service operators, which also indicates that the competition in the telecommunications industry will become more intense. China Unicom already has the ability to compete with China Mobile in some cities. However, in the vast rural areas, due to the word-of-mouth problem, signal problems and late start of China Unicom, Rural markets are almost owned by China Mobile, ZZ Unicom faces the same situation. This paper attempts to use the knowledge of marketing management, strategic management, marketing planning and so on, starting with the analysis of the competitive environment in the rural communication market, using various means, such as SWOT analysis, PEST analysis and combination analysis, to analyze the competitive environment. According to the characteristics of rural communication market, zZ Unicom's rural marketing strategy is put forward.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274
本文编号：2270332
[Abstract]:The restructuring of telecom enterprises in 2008 has made all three telecom operators become full-service operators, which also indicates that the competition in the telecommunications industry will become more intense. China Unicom already has the ability to compete with China Mobile in some cities. However, in the vast rural areas, due to the word-of-mouth problem, signal problems and late start of China Unicom, Rural markets are almost owned by China Mobile, ZZ Unicom faces the same situation. This paper attempts to use the knowledge of marketing management, strategic management, marketing planning and so on, starting with the analysis of the competitive environment in the rural communication market, using various means, such as SWOT analysis, PEST analysis and combination analysis, to analyze the competitive environment. According to the characteristics of rural communication market, zZ Unicom's rural marketing strategy is put forward.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274
【参考文献】
相关期刊论文 前9条
1 全波;电信市场细分浅析[J];广东通信技术;2004年06期
2 杨晶;;中小企业如何分析市场营销环境[J];市场论坛;2006年04期
3 马春梅;翟建强;;3G的商业模式分析[J];经济论坛;2007年23期
4 徐超;;中国电信转型进入“加速期”[J];通信世界;2007年39期
5 马德翼;;3G移动通信[J];商业文化(学术版);2007年04期
6 许琼来;唐守廉;;3G时代移动用户市场细分研究[J];移动通信;2008年01期
7 张巍;;校园营销的特点及策略分析[J];市场研究;2007年11期
8 庞晓静;胡春;;市场营销向竞合演进[J];中国电信业;2005年11期
9 周海华;王永刚;;3G时代把握“90后”商机[J];中国电信业;2009年06期
相关硕士学位论文 前2条
1 王海文;枣庄市联通公司竞争战略及营销策略研究[D];天津大学;2005年
2 聂洪亮;中国电信运营企业市场营销策略分析[D];安徽大学;2007年
，本文编号：2270332
本文链接：https://www.wllwen.com/guanlilunwen/sjfx/2270332.html
