4G时代XX电信高校市场营销策略研究

发布时间：2018-07-20 09:57

【摘要】：自2014年年末4G牌照发放以来已经历时两年。两年来国内运营商的市场营销环境和竞争格局都在发生巨大的变化。高校市场作为运营商的一个细分市场,具有重要的战略意义和特殊性,对于中国电信来说,如何在4G时代做好高校市场的营销是自集团公司开始就高度重视的问题。XX市作为985、211高校和各类大、中专院校林立的省会城市,运营商拼抢异常激烈。XX电信公司高校市场营销水平在全集团排名名列前茅,研究XX电信如何面对激励的竞争环境,在占全省1/3容量的高校市场做好用户营销就具有重要意义,对全国各地市也有良好的示范效应。本文主要通过经营策略、企业战略管理PEST分析模型、波特五力分析模型、SWOT分析模型,对当前XX电信校园市场营销的经营策略问题进行系统研究,分析XX电信高校市场营销策略问题。本文首先阐述营销策略相关理论和模型,以及总结和分析学术界对于电信市场和运营商高校市场营销策略的研究成果,其次对XX电信高校市场营销外部环境和内部环境进行分析,其中外部环境包括产业政策、经济环境、社会文化环境和技术环境,以及供应商、购买者议价能力、潜在竞争者、替代品和现有竞争者五种竞争力;内部环境包括XX电信企业概况、市场经营情况、消费者行为特征,并进行了SWOT分析,研究XX电信面临的机会和威胁、存在的优势和劣势。最后,分别从目标市场选择、产品策略、定价策略、品牌策略、渠道策略、促销策略六个维度对XX电信高校市场的营销策略进行分析,探索4G时代XX电信在校园市场的新环境下应对竞争、提升份额的思路和举措。最后,通过2016年XX电信在高校市场营销活动的实施对本文所形成的营销策略进行评估和验证,确定本文研究对实际工作的指导和应用价值。
[Abstract]:It has been two years since 4G licences were issued in late 2014. Over the past two years, the marketing environment and competition pattern of domestic operators are undergoing tremendous changes. As a subdivision market of operators, the university market has important strategic significance and particularity. For China Telecom, How to do well the marketing of colleges and universities in the 4G era is a problem that has been highly valued since the beginning of the Group Company. Xx is the capital city of 985211 colleges and universities and all kinds of universities and technical secondary schools. The marketing level of colleges and universities in the telecom company is among the highest in the whole group. It is of great significance to study how XX Telecom faces the competitive environment of incentives, and to do a good job of user marketing in the university market, which accounts for one-third of the capacity of the province. There is also a good demonstration effect for all prefectures and cities throughout the country. This article mainly through the management strategy, the enterprise strategic management pest analysis model, the Porter five forces analysis model and the SWOT analysis model, carries on the system research to the XX telecommunication campus marketing management strategy question. This paper analyzes the marketing strategy of XX telecom colleges and universities. This paper first describes the relevant theories and models of marketing strategy, and summarizes and analyzes the academic research results of telecom market and university marketing strategy of operators. Secondly, it analyzes the external and internal marketing environment of XX telecom universities, which includes industrial policy, economic environment, social and cultural environment and technological environment, as well as suppliers, buyers' bargaining power, potential competitors, The internal environment includes the general situation of XX telecom enterprise, the market management situation, the consumer behavior characteristic, and carries on the SWOT analysis to study the opportunity and the threat, the superiority and the inferiority of XX telecom. Finally, from the target market choice, the product strategy, the pricing strategy, the brand strategy, the channel strategy, the promotion strategy six dimensions separately carries on the analysis to the XX telecommunication university market marketing strategy, Explore the 4G era XX telecom in the new environment of the campus market to cope with competition and increase the share of ideas and measures. Finally, through the implementation of XX telecom marketing activities in colleges and universities in 2016, the paper evaluates and verifies the marketing strategies formed in this paper, and determines the guidance and application value of this study to the practical work.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

【参考文献】