中国联通哈尔滨分公司4G营销策略研究

发布时间：2019-04-03 10:51

【摘要】：随着中国电信业的飞速发展,其在社会生活中所占据的位置也越来越重要。根据国家政策的调整,我国的电信业已由最初的垄断模式转变为竞争模式,正是在这种模式下,中国三大电信公司:中国联通,中国移动和中国电信之间的竞争关系呈现出愈演愈烈的形式。4G技术是指“第四代移动通信技术”,它是3G业务的延续,在数据传输方面,4G就技术具有比3G技术更加快速的能力。在2013年12月4日,中国工信部正式向中国电信行业的三巨头:中国联通、中国移动和中国电信发放TD-LTE 4G通信业务牌照,这标志着我过电信行业正式进入了4G时期。本文以中国联通哈尔滨分公司为研究对象,运用多种理论方法对其4G营销策略进行了综合全面的研究,包括:PEST分析法、SWOT分析法、波特竞争模型分析法等。首先,从哈尔滨联通公司4G的营销现状和存在的问题入手进行分析;其次,分析了哈尔滨联通4G业务的营销环境,在分析营销环境时,本文采用了PEST分析法、波特竞争模型和SWOT分析法三种方法进行综合分析,包括4G业务营销的宏观环境、行业环境、哈尔滨联通公司内部环境;接下来,本文根据分析的结果对哈尔滨联通4G业务的营销策略进行制定,包括目标市场、市场定位,以及从产品策略、价格策略、服务策略和促销策略四个方面进行分析制定;最后,本文根据哈尔滨联通4G业务的营销现状和营销策略,提出了营销策略实施的保障,包括:4G覆盖、网络、财力支持、优化管理、拓展新渠道、完善绩效考核六个方面。本文通过哈尔滨联通4G营销策略进行系统的分析,得到了相应的营销策略和结果,为中国联通哈尔滨分公司的进一步发展提供了一定的参考。
[Abstract]:With the rapid development of Chinese telecom industry, its position in social life is becoming more and more important. According to the adjustment of state policy, China's telecommunications has changed from the initial monopoly model to the competition model. It is under this mode that the three major telecommunications companies in China: China Unicom, The competitive relationship between China Mobile and China Telecom is becoming more and more fierce. 4G technology refers to the "fourth generation mobile communication technology", which is the continuation of 3G services, in terms of data transmission. 4G technology has the ability to be faster than 3G technology. On December 4, 2013, China's Ministry of Industry and Information Technology (MIIT) officially issued TD-LTE 4G business licences to China Unicom, China Mobile and China Telecom, marking the beginning of the 4G era in the telecommunications industry. In this paper, China Unicom Harbin Branch as the research object, using a variety of theoretical methods to its 4G marketing strategy for a comprehensive study, including: PEST analysis, SWOT analysis, Porter competition model analysis and so on. First of all, from the Harbin Unicom 4G marketing situation and existing problems to start with the analysis; Secondly, the marketing environment of Harbin Unicom 4G business is analyzed. When analyzing the marketing environment, this paper adopts PEST analysis, Porter competition model and SWOT analysis to carry on the comprehensive analysis, including the macro environment of 4G business marketing. Industry environment, Harbin Unicom company internal environment; Next, according to the results of the analysis, this paper makes the marketing strategy of Harbin Unicom 4G business, including the target market, market positioning, and from the product strategy, price strategy, service strategy and promotion strategy. Finally, according to the current marketing situation and marketing strategy of Harbin Unicom 4G business, this paper puts forward the guarantee of the implementation of marketing strategy, including: 4G coverage, network, financial support, optimized management, development of new channels, perfect performance appraisal. Through the systematic analysis of the 4G marketing strategy of Harbin Unicom, this paper obtains the corresponding marketing strategy and results, which provides a certain reference for the further development of China Unicom Harbin Branch.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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