深圳联通市场营销战略研究

发布时间：2018-03-29 05:28

本文选题：电信市场　切入点：深圳联通　出处：《兰州大学》2017年硕士论文

【摘要】：随着移动互联网时代的到来,一方面通信市场迎来流量需求爆发期,给运营商带来了诸多机遇,另一方面随着竞争的白热化,语音收入的巨大冲击,也给运营商带来了前所未有的经营挑战。在此背景下,各地市公司均在积极探讨应对策略,因此如何制定相应的市场营销战略从而使得深圳联通在当前的恶劣竞争环境中实现企业在快速发展、规模上量、及盈利能力提升的三大核心目标上取得突破正是本篇论文的研究意义之所在。本文深入分析了我国电信市场发展的宏观环境,在全面介绍我国电信服务业务发展历程的基础上,重点分析了当前我国电信行业的竞争环境。尤其是重点研究了深圳联通在竞争中所处的地位,并特别介绍了4G业务对深圳联通公司的意义,分析了深圳联通的优劣势以及存在的市场机会和威胁,提出了相应的营销战略的初步方案,并详细阐述了营销战略的落地执行方案。针对当前深圳联通的营销现状、竞争形势、对手策略进行深入的分析,发现当前营销中存在“事后营销”、营销手段单一、营销的覆盖面较窄、营销未整合相关资源等诸多问题。随后,围绕细分特群的特征,针对当前营销现状、细分客群,本文结合市场营销实际,重点提出了针对性的解决方案和办法。一是实施全业务产品的设计,注重产品改良和市场改良;二是实施基于低门槛入网的产品自由组合定价和基于竞争对手的差别定价;三是加强异业渠道、直销渠道、电子渠道和社会渠道等多元化渠道建设;四是在促销策略上突出大数据思维和利用互联网思维。最后,提出了必须明确保障措施,最后才能实现营销工作的落地,一是要强化资源整合能力,二是要增进公司的内部管理,三是要提升人力资源价值。
[Abstract]:With the arrival of the era of mobile Internet, on the one hand, the communication market ushered in the outbreak of traffic demand, which brought a lot of opportunities to operators, on the other hand, with the fierce competition, voice revenue has a huge impact. It has also brought unprecedented business challenges to operators. In this context, all prefectural and municipal companies are actively exploring coping strategies. Therefore, how to formulate the corresponding marketing strategy so as to enable Shenzhen Unicom to realize the rapid development and scale of enterprises in the current adverse competition environment, The research significance of this paper lies in the breakthrough of the three core objectives of improving profitability. This paper deeply analyzes the macro environment of the development of China's telecommunications market, and on the basis of an overall introduction of the development course of China's telecom service business, This paper analyzes the competitive environment of China's telecom industry, especially the position of Shenzhen Unicom in the competition, and introduces the significance of 4G service to Shenzhen Unicom. This paper analyzes on the advantages and disadvantages of Shenzhen Unicom and the market opportunities and threats, puts forward the preliminary plan of the corresponding marketing strategy, and expounds in detail the landing implementation plan of the marketing strategy. In view of the current marketing situation of Shenzhen Unicom, the competition situation is discussed. Through in-depth analysis of opponent strategy, we find that there are many problems in current marketing, such as "post marketing", single marketing means, narrow marketing coverage, unintegrated marketing resources and so on. Aiming at the current marketing situation and subdividing the customer group, this paper puts forward the targeted solutions and methods in combination with the marketing practice. One is to carry out the design of the whole business product, pay attention to the product improvement and market improvement; The second is to implement the free combination pricing of products based on low threshold network and the differential pricing based on competitors, the third is to strengthen the construction of diversified channels, such as different industry channels, direct marketing channels, electronic channels and social channels. Fourthly, big data's thinking and using Internet thinking are highlighted in the promotion strategy. Finally, it is pointed out that we must make clear the safeguard measures and finally realize the landing of the marketing work. First, we should strengthen the ability of integrating resources. The second is to enhance the company's internal management, the third is to enhance the value of human resources.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F626

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