中国移动随州分公司市场营销对策研究

发布时间：2018-06-16 12:52

本文选题：通信 + 市场营销　；参考：《内蒙古财经大学》2017年硕士论文

【摘要】：在中国,随着电信市场中虚拟运营商的引入、4G牌照的陆续发放以及通信技术的不断发展,通信行业的竞争日益加剧。为在激烈的竞争环境中存活,各大电信运营商不惜投入巨量资源,通过诸如降价促销、免费体验等类型的活动吸引用户。尽管如此,由于通信资费不断下调,电信运营商运营成本相对增加,其客户规模优势逐渐被削弱,运营商盈利空间不断缩小。这种情况下,市场营销成为运营商盈利的核心所在。因此,加大对运营商市场营销对策的研究,不仅对运营商的生存发展、通信行业的有序竞争具有重要的理论指导作用,而且还会对未来通信行业的相关政策制定产生重要的现实意义。为此,本文研究了随州移动分公司的市场营销策略,指出了其中存在的问题,并提出了作者自己的建议,供社会各界参考。具体来讲,本文首先简述了市场营销领域的基本理论,并总结了目前国内外学界在该领域的研究进展。在此基础上,本文以随州移动分公司为例,并借助SWOT理论,分析了目前随州移动分公司所处的市场营销环境的特点,指出了该分公司市场营销活动面临的机遇和挑战。最后,本文结合STP和4Ps理论,为随州移动分公司提出了市场营销方面的建议,并进一步提出了使这些建议能够顺利实现的方法和手段。
[Abstract]:In China, with the introduction of 4G license and the development of communication technology, the competition of telecommunication industry is becoming more and more serious. In order to survive in a competitive environment, major telecom operators are willing to invest huge amounts of resources to attract users through activities such as price reduction promotion, free experience and so on. Nevertheless, due to the constant decrease of the communication charges, the operating costs of telecom operators have increased relatively, the advantages of customer size have gradually been weakened, and the profit margins of the operators have been continuously reduced. In this case, marketing becomes the core of operator profit. Therefore, increasing the research on the marketing countermeasures of operators not only plays an important role in guiding the survival and development of operators, but also in the orderly competition of communication industry. And also will have important practical significance to the future communication industry related policy formulation. Therefore, this paper studies the marketing strategy of Suizhou Mobile Branch, points out the existing problems, and puts forward the author's own suggestions for the reference of all walks of life. Specifically, this paper first briefly describes the basic theory of marketing, and summarizes the current domestic and foreign academic research progress in this field. On this basis, taking Suizhou Mobile Branch as an example and with the help of SWOT theory, this paper analyzes the characteristics of the marketing environment of Suizhou Mobile Branch at present, and points out the opportunities and challenges that the branch is facing in marketing activities. Finally, based on the STP and 4Ps theory, this paper puts forward the marketing suggestions for Suizhou Mobile Company, and further puts forward the methods and means to make these suggestions come true smoothly.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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