新形势下泉州电信营销策略存在问题及对策研究

发布时间：2018-02-04 14:49

本文关键词： 新形势泉州电信营销策略对策通信　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国通信行业经过飞速发展,已渗透社会生活各个领域,也促使经济社会发生创新性的变化。随着社会经济发展、行业变迁及技术变革,通信企业也面临宏观环境变化、通信市场饱和、移动互联网跨界竞争、消费者角色转变等新形势的挑战。企业的市场营销策略优化除了适应外部环境的需要,长远来看更多是满足企业自身发展需要,以实现企业可持续发展为终极目标。本文从泉州电信实际出发,结合新形势下的行业挑战,研究探索解决营销策略存在问题的对策。本文主要分为五个部分:第一部分介绍了本文的研究背景、意义,阐述新形势下通信行业挑战,并说明论文的研究方法及思路;第二部分论述营销概念和论文相关理论,以及通信行业研究现状;第三部分介绍泉州电信发展和现状,阐述当前营销策略7个存在问题及原因;第四部分结合新形势下通信行业挑战,运用SWOT、STP等相关理论知识对泉州电信市场环境进行深入的分析,论述目标市场定位内容;第五部分根据问题分析结果,提出实施价值导向客户营销、充实产品服务、强化促销策略、调优渠道、重视品牌宣传等5个对策,解决泉州电信营销策略问题;第六部分为文章结论与展望。本文旨在运用相关营销理论以及国外通信企业案例研究,系统地思考及研究相关对策,有效解决当前营销策略存在问题,推动企业经营发展,对泉州电信适应新形势提供有益建议。希望能为同类通信企业的市场策略研究提供一些切实有益的参考。
[Abstract]:With the rapid development of communication industry in China, it has penetrated into all fields of social life, and has also promoted innovative changes in economic society. With the development of social economy, industry changes and technological changes. Communication enterprises are also facing the challenges of macro environment change, communication market saturation, cross-border competition of mobile Internet, change of consumer role, etc. Besides adapting to the needs of external environment, the optimization of marketing strategy of the enterprise is not only to meet the needs of the external environment. In the long run, it is more to meet the needs of enterprises' own development, to achieve the ultimate goal of sustainable development of enterprises. This paper starts from the actual situation of Quanzhou Telecom, combined with the industry challenges under the new situation. This paper is divided into five parts: the first part introduces the research background, significance and challenges of the communication industry under the new situation. And explain the research methods and ideas of the paper; The second part discusses the concept of marketing and related theories, as well as the current situation of communication industry research; The third part introduces the development and current situation of Quanzhou Telecom, and expounds seven existing problems and reasons of current marketing strategy. The 4th part combines the communication industry challenge under the new situation, uses the SWOTX STP and other related theories knowledge to carry on the thorough analysis to the Quanzhou telecommunication market environment, discusses the target market localization content; According to the result of problem analysis, the 5th part puts forward five countermeasures to solve the problems of Quanzhou telecom marketing strategy, such as implementing value-oriented customer marketing, enriching product service, strengthening promotion strategy, optimizing channel and attaching importance to brand propaganda. Part 6th is the conclusion and prospect of the article. The purpose of this paper is to use the relevant marketing theory and the case study of foreign communication enterprises to systematically think and study the relevant countermeasures to effectively solve the problems existing in the current marketing strategy. In order to promote the development of enterprise management and provide some useful suggestions for Quanzhou Telecom to adapt to the new situation, it is hoped that it can provide some practical and useful reference for the market strategy research of similar communication enterprises.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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