E公司VOLTE产品市场营销策略研究

发布时间：2018-04-19 16:18

  本文选题：通信行业 + VoLTE产品　； 参考：《河北经贸大学》2017年硕士论文

【摘要】：随着电信流量经营时代的到来,VoLTE承载着IP数据传输技术创新,已经逐渐走进了社会公众身边。站在运营商角度而言,VoLTE技术革命性创新,是一种IP数据传输技术,将会大大增强用户粘性,扩大流量消费。VoLTE技术引入高清语音和视频编解码,通信质量显著提高,大大提升用户体验,明显优于传统CS语音。电信运营商可以凭借VoLTE提供优质的语音质量体验来对抗OTT语音的威胁(OTT即Over The Top,指互联网公司越过运营商,推出基于互联网的语音视频等数据业务),与融合通信的无缝集成可以带来丰富的业务,有利于开辟新的市场,进一步拓展高清视频通话等语音增值业务。目前中国三大运营商移动、联通、电信,都把VoLTE系统定位为至关重要的战略任务,均对VoLTE产品寄予厚望,而其也正是E公司VoLTE产品最主要的目标客户群。在国内外运营商即将发力部署建设VoLTE的关键阶段,在激烈的竞争中,电信系统提供商采用何种市场营销手段来抢占市场份额,如何树立良好的品牌形象,具有十分重要的战略意义。本文运用市场营销相关理论,采取案例分析、文献分析的方法,以E公司为研究对象,针对E公司VoLTE产品市场营销现状,结合通讯市场背景环境和社会实践,对E公司市场营销策略进行系统的研究和分析,总结和提炼了E公司VoLTE产品营销当前存在的营销问题,主要集中在市场定位、产品创新、大客户服务等方面,根据E公司VoLTE产品市场分析,结合当前主流的4G业务实践,本文提出了E公司VoLTE产品应将细分市场定位为我国专一的通信企业,即以中国移动、中国电信、中国联通为主的市场发展定位。由于E公司当前主要开发的是中国移动市场,因此在E公司VoLTE产品定位方面,首先要以中国移动为主,同时要伺机向中国电信、中国联通发展,力求我国通信市场占领更多的市场份额。在此基础上,E公司要推进产品创新策略,即注重VoLTE基础技术架构,实行VoLTE下智能网业务演进方案,建立VoLTE业务创新体系;推进基于市场供求的价格策略,即构建与市场联动的价格体系,针对E公司VoLTE产品深受大客户价格波动的影响,特别是E公司目前相对较小的发展体量,E公司要通过相关组合策略,以及相应的差异化策略,来形成大客户订单中的合理利润;推进基于大客户的渠道建设,即建立大客户关系管理团队,完善大客户关系管理制度,对大客户进行细分管理,真正让大客户满意。此外,为了保证E公司VoLTE产品营销策略的有效实施,还必须完善和健全营销制度,加强市场营销过程控制,建设和培养营销团队,推进客户关系管理,以此提升E公司VoLTE产品核心竞争力,促进E公司VoLTE产品业务的可持续发展。
[Abstract]:With the arrival of telecom traffic management era, VoLTE carrying IP data transmission technology innovation, has gradually entered the public side.From the operator's point of view, VoLTE is a revolutionary innovation of IP data transmission technology, which will greatly enhance user viscosity, expand traffic consumption. VoLTE technology will introduce high-definition speech and video coding and decoding, and the communication quality will be improved significantly.Greatly improve the user experience, obviously superior to the traditional CS voice.Telecom operators can use VoLTE to provide a quality voice quality experience to counter the threat of OTT voice.The introduction of Internet-based voice and video services and other data services, seamless integration with integrated communications can bring rich services, help to open up a new market, and further expand voice value-added services such as high-definition video calls.At present, China's three major operators, mobile, Unicom, telecommunications, VoLTE system positioning as a critical strategic task, all have high hopes for VoLTE products, and it is the E Company VoLTE products the most important target customer group.In the key stage of domestic and foreign operators' deployment and construction of VoLTE, in the fierce competition, what kind of marketing methods are used by telecom system providers to seize market share, how to set up a good brand image,Has very important strategic significance.Based on the theory of marketing, the method of case analysis and literature analysis, and taking E Company as the research object, this paper combines the background environment of communication market and social practice, aiming at the present situation of VoLTE product marketing in E Company.Based on the systematic research and analysis of E company's marketing strategy, this paper summarizes and refines the current marketing problems of E company's VoLTE product marketing, which mainly focus on market positioning, product innovation, customer service and so on.According to the market analysis of E Company VoLTE products and the current mainstream 4G business practice, this paper puts forward that E Company VoLTE products should position the subdivision market as a unique communication enterprise in China, that is, China Mobile, China Telecom, China Telecom, China Telecom, China Telecom, China Mobile, China Telecom, China Telecom, China Telecom, China Telecom,China Unicom-based market development positioning.Since E Company is currently mainly developing the China Mobile Market, in terms of the positioning of E Company VoLTE products, first of all, China Mobile will be the main player, and at the same time, it will have to wait for the opportunity to develop to China Telecom and China Unicom.Strive for our country communication market to occupy more market share.On this basis, we should push forward the strategy of product innovation, that is, pay attention to the basic technical framework of VoLTE, implement the evolution scheme of intelligent network service under VoLTE, establish the innovation system of VoLTE business, promote the price strategy based on market supply and demand.That is, to build a price system linked to the market, and to aim at the large customer price fluctuation of E Company VoLTE products, especially E Company's relatively small development volume, E company needs to pass the related combination strategy, and the corresponding differentiation strategy.To form the reasonable profit in the order of the big customer; to promote the channel construction based on the big customer, that is, to set up the team of the relationship management of the big customer, to perfect the system of the management of the big customer relationship, to carry on the subdivision management to the big customer, to make the big customer satisfied.In addition, in order to ensure the effective implementation of E Company VoLTE product marketing strategy, it is necessary to perfect and perfect the marketing system, strengthen the marketing process control, build and train the marketing team, and promote customer relationship management.In order to enhance E company VoLTE products core competitiveness, promote E company VoLTE products business sustainable development.
【学位授予单位】：河北经贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F49
，

本文编号：1773817