4G时代下河南移动市场营销策略研究

发布时间：2018-03-02 21:37

本文选题：市场营销策略　切入点：中国移动　出处：《信阳师范学院》2017年硕士论文　论文类型：学位论文

【摘要】：早在2013年年末,工业与信息产业部为我国三大通信运营商颁发了4G相关运营许可证,这标志着中国4G网络时代的全面到来。首先,如果把4G网络和3G网络进行对比,可以发现4G网络不只是实现了通信业务能力和数据承载能力的增强,同时它能够快速地实现通信网络的转型和发展。其次,随着4G牌照的颁发,移动互联网开始呈现飞速发展态势,并成为我国各行业关注的焦点。其中处在风口的主要有三家基础通信运营商(移动、电信、联通)以及各个互联网企业(例如百度、阿里、腾讯等)。最后,通过对其他发达国家的相关经验研究,可以发现数据流量应用的爆发必将使移动互联网在我国取得巨大发展,因此这对于网络的数据承受能力提出了较高的要求,也更需要通信运营商在经营过程中实施新型发展战略、对网络结构和运营策略进行有效调整,以便迎合4G网络时代市场经济的发展需求。在实际运营中,通过学习了国外的相关工作经验,三大通信运营商提出了一致的观点:发展以4G网络和相关流量产品是未来市场的主要发展目标,通过对以往的网络结构和运营策略的调整,可以更好地跟上4G网络时代市场经济的发展要求,实现对网络建设和销售规划工作的全面转型,以保证企业能够实现更大的发展。随着我国移动互联网的全面发展,以及用户人数的不断地增多,导致通信运营商在业务拓展,用户人数以及销售额等指标的表现上都和以前有着明显变化。在4G业务快速发展的新时期,通信运营商需要实现企业发展和经营模式的转变,由传统的买方市场向一个新的以营销为中心的市场转变,同时以移动互联网技术为基础,实现产业进一步的发展,这对通信运营商在实现资源的有效利用,进行公司全面转型、升级以及达到企业利润最大化等方面具有重要意义。本文中,主要是以河南移动公司为实例,通过文献调研和实践的有效结合,并以河南移动公司当前4G市场的发展现状和相应问题的分析,通过PEST和SWOT等工具,提出河南移动公司将会在未来的网络建设中以4G业务为工作的重点,并结合问题提出了可行性的发展建议。其次,通过对企业发展多个维度的全面分析,提出了河南移动公司的4G市场营销策略,把用户服务、产品宣传等多种手段结合在一起,有效地促进4G市场的快速发展,并为河南移动公司的未来发展提供了强大的发展支撑。最后,提出了4G市场发展的主要手段,主要是从团队建设,经营策略调整,产品优化,以及进行相应的宣传活动。通过实施以上的发展战略,可以使河南移动公司在发展4G业务过程中处于绝对的优势地位,并在未来处于行业的领先位置。论文通过运用市场营销理论和分析工具,在关注当前河南移动公司整体发展趋势和跨行业竞争局势上,将市场营销理论与河南移动公司具体运营相结合,对当前河南移动公司4G业务开展研究,通过对当前发展现状、相应问题和运营环境的分析,进而得出实践性较强的市场营销策略,对今后河南移动公司市场营销工作有一定创新性的指导作用。
[Abstract]:As early as the end of 2013, the Ministry of industry and Information Industry issued 4G operating license for China's three major telecom operators, which marks the Chinese 4G network era is coming. First, if the 4G network and 3G network are compared, can be found to enhance the 4G network not only realizes communication services and data carrying ability at the same time ability, it can quickly realize the transformation and development of the communication network. Secondly, with the license issued by 4G, the mobile Internet is beginning to show the rapid development trend, and become the focus of attention of various industries in China. The main one at the outlet should have three basic telecommunications operators (mobile, telecom, China Unicom) and various Internet companies (such as Baidu, Ali, Tencent, etc.). Finally, through the study of the relevant experience of other developed countries, can be found in the application of data flow will make the outbreak of the mobile Internet has made great development in our country For this exhibition, so the network data capacity put forward higher requirements, but also need more communication operators to implement new development strategy in the process of operation, effectively adjust the network structure and operating strategy, in order to meet the development needs of 4G network era of market economy. In actual operation, through the study of related work experience abroad the three major telecom operators put forward the same view: the development of the 4G network traffic and related products are the main objectives of the future development of the market, based on the network structure and the operation strategy of the adjustment, the better to keep up with the development of 4G network era, the requirements of the market economy, realize the comprehensive transformation of the network construction and sales planning the work, to ensure that enterprises can achieve greater development. With the comprehensive development of China's mobile Internet, and the number of users increases, resulting in communications operators In business development, the number of users and sales and other indicators of performance and had changed significantly. In the new era of the rapid development of 4G services, telecom operators need to realize the transformation of enterprise development and business model, from the traditional buyer's market to a new change in the market for the heart to marketing, at the same time the mobile Internet technology as the foundation, to achieve further development of industry, the telecommunication operators in to achieve efficient use of resources, the company comprehensive upgrading and transformation, has important significance to achieve the maximum profit for the enterprise and so on. This paper is mainly to the Henan Mobile Corporation as an example, through the effective combination of literature research and practice, analysis and Mobile Corporation in Henan the current development status of 4G market and corresponding problems, through PEST and SWOT, the Henan Mobile Corporation will in the future network construction in 4G business As the focus of the work, and combining the problems put forward proposals for the development of feasibility. Secondly, through a comprehensive analysis of the development of the multi dimensions of the enterprise, put forward the 4G marketing strategy of Henan Mobile Corporation, the customer service, product promotion and other means together, effectively promote the rapid development of the 4G market, and provides the development strong support for the future development of the Henan Mobile Corporation. Finally, put forward the main means for the development of the 4G market, mainly from the construction team, adjust business strategy, product optimization, and the corresponding promotional activities. Through the implementation of the above strategy, can make Henan Mobile Corporation in the absolute dominant position in the development of 4G business. And in the future in a leading position in the industry. This paper through the use of marketing theory and analysis tools, pay attention to the present Henan Mobile Corporation overall development trend and cross Industry competition situation, the market marketing theory and combining the specific operation of Mobile Corporation in Henan, to carry out research on the Henan Mobile Corporation 4G business, by the current development status, problems and the corresponding analysis of the operating environment, and then draw the practical marketing strategy, have a certain guiding role of innovation to the future of Henan Mobile Corporation marketing work.

【学位授予单位】：信阳师范学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

【参考文献】