中国移动H公司校园营销活动价值评估

发布时间：2018-01-28 14:26

本文关键词： H公司校园营销活动价值评估　出处：《北方工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国通讯业的不断重组和改革,国内各大电信运营商在诸多细分市场内均展开了激烈的竞争。大数据和物联网等一系列新兴事物的涌现,对于电信运营商来说,无疑带来了巨大的消费潜力,势必会为电信运营商转变营销方式以及营销活动带来一定的契机。校园市场作为电信运营商诸多市场不可缺少的一部分,评估其营销活动价值是确定校园市场发展战略的关键一步。本文以案例研究的方式,深入中国移动H公司校园市场,对公司开展的预存赠送、终端捆绑以及实物促销等三种校园营销活动与非校园营销活动进行对比分析。根据调研情况,本文构建了针对中国移动H公司校园营销活动的价值评估体系,并且将相关样本数据带入价值评估体系中进行研究分析。研究结果显示,在中国移动H公司校园市场中,校园营销活动产生的直接价值小于非校园营销活动带来的直接价值,然而在增加粘性价值和战略价值方面,校园营销活动要强于非校园营销活动。此外,预存赠送营销活动的直接价值小于终端捆绑、实物促销这两种营销活动,而在计算三种营销活动的粘性价值和战略价值时,预存赠送营销活动产生的价值显著强于其他两种营销活动。因此,本文建议包括中国移动H公司在内的电信运营商能够在参考当地校园市场的情况下,大力发展校园营销活动,尤其是预存赠送这一营销活动。与此同时,公司应适当加强校园营销活动宣传力度,制定合理的营销策略,并且完善内部管理流程,以此提升校园市场的整体价值。
[Abstract]:With the continuous restructuring and reform of the communications industry in China, the major domestic telecommunications operators in many segments of the market have launched fierce competition. Big data and the Internet of things and a series of emerging things emerged. For telecom operators, there is no doubt that there is a huge consumer potential. It is bound to bring a certain opportunity for telecom operators to change their marketing methods and marketing activities. The campus market is an indispensable part of many telecom operators' markets. Evaluation of the value of its marketing activities is a key step to determine the campus market development strategy. This paper uses a case study to go deep into the campus market of China Mobile H Company and give away pre-storage to the company. Three kinds of campus marketing activities, such as terminal binding and physical promotion, are compared with non-campus marketing activities. According to the investigation situation, this paper constructs a value evaluation system for the campus marketing activities of China Mobile H Company. And the relevant sample data into the value evaluation system for research and analysis. The results show that in the campus market of China Mobile H Company. Campus marketing activities produce less direct value than non-campus marketing activities, however, campus marketing activities are stronger than non-campus marketing activities in terms of increasing sticky value and strategic value. The direct value of pre-stored gift marketing activities is smaller than that of terminal bundling, and the two marketing activities are physical promotion, while calculating the viscous value and strategic value of the three marketing activities. The value generated by pre-storage marketing activities is significantly stronger than the other two marketing activities. Therefore, this paper suggests that telecom operators, including China Mobile H Company, can refer to the local campus market. At the same time, the company should strengthen the propaganda of campus marketing activities, formulate reasonable marketing strategies, and improve the internal management process. In order to enhance the overall value of the campus market.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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