M移动公司4G营销策略研究

发布时间：2018-03-12 19:10

本文选题：4G客户　切入点：非4G客户　出处：《西安邮电大学》2017年硕士论文　论文类型：学位论文

【摘要】：自从2014年4G商用以来,中国移动通信集团广东有限公司M分公司(以下简称M移动公司)从网络建设和换手机、换USIM卡以及换套餐等方式推动4G客户拓展,但到2015年12月底,M移动公司的4G客户数仅70万,在全量客户中的比例(即客户渗透率)仅为24%,既加大了 2/3G网络负荷,又让4G网络处于空闲状态,另外在提速降费的背景下,语音和短信收入均大幅下降,公司的整体收入增长压力巨大。本文以M移动公司的4G客户渗透率提升为研究目标,旨在研究出适合M移动公司4G发展的营销策略,解决4G发展中遇到的问题,实现公司收入持续增长的目标。本文主要应用了 STP战略管理理论、7P营销策略、4C营销策略和消费者行为研究方法等理论,通过定位目标市场,调研非4G客户的行为,研究M移动公司在营销方面的问题,针对性地提出优化措施。通过研究,本人认为M移动公司4G渗透率的极致发展空间为85.8%,潜在目标市场规模达186万,仍有大量的4G客户拓展空间。但是消费者认为4G产品体系不齐全,价格资费太高,办理渠道不足和沟通便利性不足等。同时比照M移动公司的营销策略存在诸多不足,如产品更新换代不及时,资费政策复杂多变,传统渠道老化,传播管理手段单一,整合营销能力不足等。因此将结合7P营销策略,建议在新产品的推广、老产品生命周期管理、价格折扣折让销售、渠道转型升级、渠道政策调整、整合传播管理、线上媒介传播、人员策略、有形展示和过程控制方面进行优化。本文研究的营销策略主要创新点在于优化了资源的使用方式,使得营销的重心进行了变化,并顺应互联网时代的潮流提升了整合营销传播能力和渠道服务能力。经研究,本人认为中国移动的营销策略是资源导向的,.通过资源的投放调整能有效地引导客户的消费需求,并加速客户消费行为变化。因此应该从资源入手,研究客户的消费需求,并针对性地进行资源投放便能有效地吸引客户,同时要关注客户办理便利性,让资源能准确投到客户手里,形成完整的资源投放链条,以实现营销目标。
[Abstract]:Since the 4G business in 2014, M Branch of China Mobile Communications Group Guangdong Limited (hereinafter referred to as M Mobile Company) has promoted 4G customer expansion through network construction and mobile phone exchange, USIM card exchange and package change. By the end of December 2015, however, the number of 4G customers of M Mobile was only 700,000, and the proportion of the total number of customers (i.e. customer penetration) was only 24%, which not only increased the load of 2 / 3 3G networks, but also left the 4G network idle. In addition, in the context of increasing speed and reducing fees, Voice and short message revenues have both dropped dramatically, and the overall revenue growth pressure is enormous. This paper aims to develop a marketing strategy suitable for M Mobile's 4G development, with the aim of improving the 4G customer penetration of M Mobile. In order to solve the problems encountered in 4G development and achieve the goal of sustained growth of company income, this paper mainly applies the theory of STP strategic management, marketing strategy 4C and research methods of consumer behavior, and so on, through positioning the target market. This paper investigates the behavior of non-4G customers, studies the marketing problems of M Mobile, and puts forward some optimization measures. Through the research, I think that the maximum development space of 4G penetration in M Mobile is 85.8, and the potential target market scale is 1.86 million. There is still a lot of space for 4G customers to expand. But consumers think 4G products are not complete, prices are too high, processing channels are inadequate and communication convenience is inadequate. At the same time, compared with M Mobile's marketing strategy, there are many shortcomings. If the product is not updated in time, the tariff policy is complex and changeable, the traditional channel is aging, the means of communication and management is single, and the integrated marketing ability is insufficient. Therefore, we will combine the 7P marketing strategy to suggest the promotion of the new product and the management of the life cycle of the old product. Price discount discount sales, channel transformation and upgrading, channel policy adjustment, integrated communication management, online media communication, personnel strategy, The main innovation of the marketing strategy studied in this paper lies in the optimization of the use of resources, which changes the focus of marketing. In accordance with the trend of the Internet era, the integrated marketing communication ability and channel service ability have been enhanced. Through research, I believe that China Mobile's marketing strategy is resource-oriented. And accelerate the change of consumer behavior. Therefore, we should start with the resources, study the customer's consumption demand, and focus on the convenience of customer handling, if we focus on the resource, we can attract the customer effectively, at the same time, we should pay attention to the convenience of customer management. So that resources can be accurately invested in the hands of customers, forming a complete chain of resource delivery to achieve marketing objectives.
【学位授予单位】：西安邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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