凉山移动农村市场营销项目风险管理研究

发布时间：2018-06-20 08:10

本文选题：凉山移动 + 农村宽带市场　；参考：《电子科技大学》2015年硕士论文

【摘要】：随着信息技术水平的不断提高,我国居民的宽带互联网普及率快速上升,人们的生活和工作得到了极大的便利。然而,目前我国农村互联网建设水平仍然落后于城镇,宽带网络分布不均衡。总的而言,运营商要想开发农村宽带市场,需要承担比开发城市市场更大的风险,收回成本的周期也相对更长。但随着城市宽带市场竞争空间的逐渐缩小,农村的宽带业务正迎来前所未有的发展,并逐步成为整个通信行业新的利润增长点。近年来,国内三大电信运营商纷纷开展对农村宽带市场的开发战略,竞争日趋激烈。要想在农村宽带业务的广阔市场中占据一定份额,不得不考虑的一个问题就是:农村市场开发的高风险。因此,研究宽带农村市场营销过程中的风险因素及风险控制,提出有针对性的风险控制措施,将有助于中国移动有效规避与减少宽带市场开发过程中的风险损失,进而确保宽带市场营销过程顺利地进行。本论文以凉山移动宽带互联网业务为研究对象,结合已有的相关研究成果,重在研究中国移动凉山分公司农村宽带业务市场营销可能存在的风险。论文对目前凉山移动宽带业务现状及项目背景进行了描述,结合本人在凉山移动工作期间的经历和经验,利用SWOT方法对农村宽带营销方案进行了选择分析;随后,以市场营销风险理论为基础,结合项目风险管理理论和方法,提出了凉山移动宽带业务市场营销的各种相关风险因素,总结了风险识别、分析的方法,并针对各个风险因素提出了对应的解决对策。通过建立凉山移动农村宽带市场营销项目风险管理的方案模型,为凉山移动进行市场营销项目风险管理提出了理论指导,完善了中国移动农村宽带市场营销项目的风险管理体系。
[Abstract]:With the development of information technology, the popularization rate of broadband Internet is increasing rapidly, and people's life and work have been greatly facilitated. However, the level of rural Internet construction in China is still lagging behind the urban areas, and the distribution of broadband networks is uneven. In general, if operators want to develop rural broadband market, they need to take more risks than the development of urban market, and the cost recovery cycle is relatively longer. But as the competition space of the urban broadband market shrinks gradually, the rural broadband service is facing unprecedented development, and gradually becomes the new profit growth point of the whole communication industry. In recent years, the development strategy of rural broadband market has been carried out by three telecom operators in China, and the competition is becoming increasingly fierce. If we want to occupy a certain share in the broad market of rural broadband services, we have to consider the high risk of rural market development. Therefore, studying the risk factors and risk control in the process of broadband rural marketing and putting forward targeted risk control measures will be helpful for China Mobile to effectively avoid and reduce the risk loss in the process of broadband market development. Then ensure that the broadband marketing process goes smoothly. In this paper, Liangshan mobile broadband Internet service as the research object, combined with the existing research results, focusing on the Liangshan Branch of China Mobile Rural Broadband Business Marketing risk. This paper describes the current situation and project background of Liangshan Mobile Broadband Service, combines my experience and experience during the working period of Liangshan Mobile, and analyzes the rural broadband marketing scheme by using SWOT method. On the basis of marketing risk theory, combined with project risk management theory and method, this paper puts forward various related risk factors of Liangshan Mobile Broadband Business Marketing, summarizes the methods of risk identification and analysis. At the same time, the corresponding countermeasures are put forward for each risk factor. By establishing the risk management model of Liangshan Mobile Rural Broadband Marketing Project, this paper provides theoretical guidance for Liangshan Mobile to carry out risk management of marketing project. Improved China Mobile rural broadband marketing project risk management system.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F626;F274

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