湖南移动麻阳农村市场营销策略研究

发布时间：2018-05-02 03:13

本文选题：湖南移动麻阳县分公司 + 农村市场　；参考：《西南交通大学》2017年硕士论文

【摘要】：随着中国经济的快速发展,三大通信运营商(中国移动,中国联通,中国电信)在城市市场的激烈竞争使得城市移动通信市场的逐步趋于饱和。为了获得更好的发展,移动运营商必须打开新的市场局面。改革开放以来,农村经济和农民收入有了很大的提高,通信业务的需求日益多样化,快速发展的移动通信为农村经济发展奠定了重要的经济基础。从1999年发展至今,湖南移动不得不开始面临业务竞争转变,这都归因于电信业的三次大重组。三大运营商在全业务竞争大幕拉开的背景下,开始将各自的业务范围扩展至发展并不深入的农村领域。以湖南省麻阳苗族自治县为例,麻阳地区城市通信市场发展已经很完备,市场基本接近饱和状态,同时城市区域的收入增长幅度变得越来越小,相反农村的通讯市场具有很大的增加新客户的空间,具有通讯普及率低、客户众多的特点。因此,湖南移动麻阳通信分公司应该增加发展麻阳地区农村市场的力度,不断发展开发农村市场用户的规模,同时使用多种促销的手段,比如消费捆绑策略,加紧推广宽带业务,在不断巩固市场份额的同时不断提升市场份额的增长。着手研究湖南移动在麻阳农村地区的市场策略,在目前改革转型期内不仅能够推广湖南移动话音等新业务员,还有利于推动宽带等业务的发展。伴随着湖南农村经济的飞速发展,农村人口生活水平得到很大的改善,全业务将在新开发的农村市场将绽放新的活力。本文主要研究了移动通信市场营销策略在麻阳地区的拓展情况,采用PEST、SWOT等市场营销环境分析方法,对麻阳农村地区的通信市场展开调研,利用STP策略有效分析了当地用户的通信方式,并通过数据挖掘,充分结合4P等市场营销理论,对麻阳移动在麻阳农村通信市场在产品策略、价格策略、渠道策略、促销策略等方面提出了相应的营销对策和保障措施。这对于麻阳移动农村市场的发展以及湖南移动其他农村通信市场的开发具有重要的借鉴意义。
[Abstract]:With the rapid development of Chinese economy, the fierce competition of the three major telecom operators (China Mobile, China Unicom, China Telecom) in the urban market makes the city mobile communication market gradually saturated. In order to achieve better development, mobile operators must open a new market situation. Since the reform and opening up, the rural economy and farmers' income have been greatly improved, and the demand for communication services has become increasingly diversified. The rapid development of mobile communications has laid an important economic foundation for the development of rural economy. Since 1999, Hunan Mobile has had to face the change of business competition, which is attributed to the three major restructuring of the telecommunications industry. Under the background of the whole business competition, the three major operators began to expand their business scope to the rural areas where the development is not deep. Taking Mayang Miao Autonomous County in Hunan Province as an example, the urban communication market in Mayang area has developed very well, and the market is basically close to saturation. At the same time, the range of income growth in urban areas has become smaller and smaller. On the contrary, the rural communication market has the characteristics of increasing the space of new customers, low communication popularization rate and numerous customers. Therefore, Hunan Mobile Mayang Communications Branch should increase its efforts to develop the rural market in Mayang area, continuously develop the scale of rural market users, and at the same time use a variety of promotional measures, such as consumption bundling strategy. Step up the promotion of broadband services, while constantly consolidating market share while increasing market share growth. This paper studies the market strategy of Hunan Mobile in the rural area of Mayang. It can not only popularize the new salespeople such as Hunan Mobile during the period of reform and transformation, but also promote the development of broadband services. With the rapid development of Hunan rural economy, the living standard of rural population has been greatly improved, and the whole business will bloom new vitality in the newly developed rural market. This paper mainly studies the development of mobile communication marketing strategy in Mayang area, and investigates the communication market in rural area of Mayang by using the method of marketing environment analysis, such as PEST-SWOT, etc. This paper analyzes the communication mode of local users effectively by using STP strategy, and through data mining, fully combining with the marketing theory of 4P, analyzes the product strategy, price strategy and channel strategy of Mayang Mobile in the rural communication market of Mayang. The promotion strategy and so on proposed the corresponding marketing countermeasure and the safeguard measure. This is of great significance for the development of mobile rural market in Mayang and the development of other rural communication markets in Hunan Mobile.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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