移动HG分公司4G业务营销策略研究

发布时间：2019-01-05 02:41

【摘要】：工业及信息化部在2013年12月4日正式对中国移动、中国电信及中国联通三家运营商发放4G牌照,三大运营商均获得TD-LTE牌照。这也标志在运营3G业务超过五年以后,三大运营商都拿到了名正言顺的4G业务商用牌照,三大运营商根据各自的规划相继开始部署4G网络,由于中国移动现有技术竞争格局处于弱势地位,因此在4G时代必须抓住宝贵的窗口期加快建设4G网络、加快发展4G用户,4G时代谁能够率先扩大4G客户规模,谁就将占据绝对优势。本文在从移动HG分公司整体竞争格局分析出发,阐述了目前移动4G业务开展背景,4G技术发展情况,研究移动HG分公司的价格、渠道等现有执行策略,总结移动HG分公司执行策略中短板及形成原因,全面分析移动HG分公司内部环境与外部环境结合与竞争伙伴的营销策略的对比情况并通过SWOT分析方法设立移动HG分公司分析矩阵,确定市场细分和发展方向分析三种营销理论选定使用4R理论制定移动HG分公司4G业务四个层面的营销策略,最后基于4R理论制定了四个层面的策略实施方案,并通过创新4G营销机制体制,加强成本控制,服务提升客户忠诚度,加快本地4G网络建设等四个方面保障营销策略顺利实施。本文通过对移动HG分公司的全面分析,秉承从理论中来到实践中去的理念,通过运用4R理论为移动HG分公司4G业务营销提供策略建议,希望对移动HG分公司4G业务发展提供一定的助力。
[Abstract]:The Ministry of Industry and Information Technology issued 4G licences to China Mobile, China Telecom and China Unicom on Dec. 4, 2013. All three operators were granted TD-LTE licences. This also indicates that after more than five years of operating 3G services, the three major operators have all received legitimate business licenses for 4G services. The three major operators have started to deploy 4G networks one after another according to their respective plans. Because the competitive situation of China Mobile's existing technology is in a weak position, in the 4G era, it is necessary to seize the precious window to speed up the construction of 4G networks, accelerate the development of 4G users, and who can take the lead in expanding the scale of 4G customers in the 4G era. Whoever will take the absolute advantage. Based on the analysis of the overall competition pattern of Mobile HG Branch, this paper expounds the background of 4G service development, the development of 4G technology, the price and channel of Mobile HG Branch, and so on. Summarize the execution strategy of Mobile HG Branch and its forming reasons, This paper comprehensively analyzes the comparison between the internal and external environment of mobile HG branch and the marketing strategy of competitive partners, and establishes the analysis matrix of mobile HG branch by means of SWOT analysis method. Determine the Market Segmentation and Development Direction Analysis three kinds of marketing theories choose to use 4R theory to make the marketing strategy of 4G business of mobile HG branch company, and finally, based on the 4R theory, make the strategy implementation plan of four levels. And through innovating 4G marketing mechanism system, strengthening cost control, improving customer loyalty, speeding up the construction of local 4G network, we can ensure the successful implementation of marketing strategy. Based on the comprehensive analysis of Mobile HG Branch, this paper adheres to the concept of coming to practice from the theory, and provides strategic suggestions for 4G business marketing of Mobile HG Branch by using 4R theory. Hope to provide certain help to the 4G service development of Mobile HG Branch.
【学位授予单位】：哈尔滨工程大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F626;F274

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