4G背景下南京移动流量经营策略研究

发布时间：2018-06-04 07:33

本文选题：南京移动 + 4G　；参考：《南京大学》2015年硕士论文

【摘要】：在过去5年的3G全业务时代,国内三大运营商之间的竞争越发的激烈,中国移动通信集团公司(以下简称中国移动)本来居于绝对优势地位,却因为其落后的3G网络技术,在3G时代的市场竞争中明显落后于竞争对手。随着4G牌照的发放,移动互联时代随之到来,运营商传统的语音业务收入也随之下降,同时数据流量相关的业务发展的速度却越来越快,中国移动也因此提出了由传统的话务经营向流量经营转型的新战略。而作为中国移动下属分公司之一的中国移动通信集团南京分公司(以下简称南京移动),在3G全业务时代的市场竞争中同样出现了市场份额的丧失和利润的下降,同时也根据总公司流量经营的战略转型要求,急需要调整自身的营销策略,并尝试探寻出一条符合南京移动现状的流量经营的道路。本文首先回顾了企业在营销工作中营销策略制定的相关理论,重点回顾了市场营销组合理论和消费者行为理论,并根据流量经营业务本身的特点拟定了流量经营的营销策略的要点,为本文的研究提供了研究框架。同时,由于国外的运营商在流量经营的工作已经走在我们前面,国内也已经有所探索,本文也对国内外流量经营方面的探索进行了阐述,总结了部分比较成功的经验。接着对南京移动流量经营工作取得效果的现状以及现行流量经营策略进行了分析,找出了南京移动目前流量经营策略的存在产品网络覆盖不全、渠道功能落后、产品价格偏高、促销手段和内容单一的问题。同时,本文对影响南京移动用户的手机上网行为的相关因素进行了分析,得出南京移动需要在手机和用户两方面同步进行细化目标定位。最终,结合南京移动所掌控的资源,得出了南京移动的流量经营营销组合策略:加快网络覆盖、加强定制手机发展、同步开展手机应用推广并进行差异化促销。本文主要立足于南京移动这一地市分公司的现状,在营销资源大部分掌控在上级公司的环境下,进行分析研究并得出切合中国移动地市分公司实际的营销策略,希望能够为中国移动地市公司的流量经营工作提供可供参考的建议。
[Abstract]:In the past 5 years of 3G full service era, the competition between the three major operators in China is becoming more and more fierce. The Chellona Mobile Communications Corporation Cmcc (hereinafter referred to as China Mobile) originally occupies an absolute dominant position, but because of its backward 3G network technology, the competition in the market competition in the 3G era is obviously behind the competitors. With the issuance of the 4G license, the movement is mutual. With the advent of the era, the traditional voice business income of the operators has also declined, while the speed of the data flow related business is growing faster and faster. China Mobile has also proposed a new strategy from traditional telephone business to traffic management. As one of the China Mobile affiliates, the China Mobile Communications Group South. Beijing Branch (hereinafter referred to as Nanjing mobile) has also appeared the loss of market share and the decline of profit in the market competition of the 3G full business era. At the same time, according to the strategic transformation requirements of the general company's flow management, it is urgent to adjust its own marketing strategy and try to find a road of flow management which is in line with the current situation of Nanjing's mobile. Firstly, this paper reviews the related theories of marketing strategy making in the marketing work, focusing on the marketing combination theory and the consumer behavior theory, and formulating the main points of the marketing strategy according to the characteristics of the flow management business itself, providing a research framework for the research in this paper. The business in the business of the business has already been in front of us, and the domestic exploration has been explored. This article also expounds the exploration of the flow management at home and abroad, and summarizes some successful experiences. Then, the current situation of the effect of the Nanjing mobile flow management work and the current flow management strategy are analyzed and found out. The current flow management strategy of Nanjing mobile is not fully covered by the product network, the channel function is backward, the price of the product is high, the promotion means and the content are single. At the same time, this paper analyzes the related factors affecting the mobile Internet behavior of the mobile users in Nanjing, and concludes that the Nanjing mobile needs to be synchronized in two aspects of the mobile phone and the user. In the end, according to the resources controlled by Nanjing mobile, the strategy of traffic marketing combined with Nanjing mobile is obtained, which is to speed up network coverage, strengthen the development of custom mobile phones, promote the promotion of mobile phone application and carry out differentiation promotion. This paper is based on the current situation of the City branch of Nanjing mobile and the marketing resources. Most control in the environment of the superior company, carry on the analysis and study and come up with the actual marketing strategy of China Mobile City branch, hope to provide the advice for the traffic operation of China Mobile city company.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F626

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