大庆油田通信公司市场营销组合策略

发布时间：2018-04-30 16:34

本文选题：油田通信 + 通信市场　；参考：《东北石油大学》2017年硕士论文

【摘要】：随着全国通信市场的迅猛发展,经过国务院对通信企业改革重组,大庆油田通信公司对油田领域的垄断被打破,即大庆油田区域通信产业可以由不同通信企业良性竞争共同为用户提供通信业务服务。油田通信公司面临着前所未有的挑战,与油田通信公司竞争的企业主要集中在联通、电信,移动三个公司。为解决油田通信公司目前逐渐被分食的市场地位,为油田通信公司在激烈的通信业市场竞争中取得优势,必须根据目前油田通信公司通信产品及通信市场进行细分,制定出相应细分通信产品的市场营销组合策略,才能保障公司在大庆通信业中的稳定良好发展。本文研究了大庆油田通信市场发展的现状,发展趋势和竞争形势,在此基础上,运用市场营销的基本理论分析了大庆油田通信公司的内外部竞争环境,深入分析了油田通信公司的特点,内、外部情况和未来面对竞争对手在通信市场中抢占用户所应采取的市场营销组合策略。本文共分五个部分:第1部分介绍了当前通信市场的研究背景,目的及意义。研究了近年来国内外研究文献,对比国内外研究情况的优缺点,并提出改进方向,确定了本文的研究方法及内容;第2部分阐述了通信市场及特点,中国目前通信市场中市场细分及定位、通信市场特点及市场细分的理论依据,为确定本文研究中应制定的营销组合及组合策略提供基础;第3部分对大庆油田通信市场进行细分,分析了大庆油田通信市场情况及特点,并对用户进行问卷调查,重点调查用户对公司目前通信产品满意度情况,及对宽带网速,费用的意见。针对问卷调查结果,重点分析了用户目前对公司的基本态度,对公司通信产品提出的意见;第4部分研究了大庆油田通信公司市场的细分及定位,从传统业务和新兴业务两个方面对细分后的业务内容及其定位做了具体分析。第5部分研究了针对大庆油田通信公司市场细分的营销组合策略,主要分为传统业务的营销组合策略和新兴业务的营销组合策略两个方面。并在分析营销组合策略中结合4Ps理论,即产品,价格,渠道,促销四个方面进行研究。确定今后大庆油田通信公司主要发展目标,以及公司必须细分品牌,调整产品策略、价格策略、拓展营销渠道,作好促销工作,并提出了大庆油田通信公司要继续保持或扩大市场优势应在顾客满意策略上采取的对策。
[Abstract]:With the rapid development of the national communications market and the reform and reorganization of communications enterprises by the State Council, the monopoly of Daqing Oilfield Communications Company on the oil field has been broken. That is, the regional communication industry of Daqing Oilfield can provide communication services to customers by benign competition among different communication enterprises. Oil field communication companies are facing unprecedented challenges. The enterprises competing with oil field communication companies mainly focus on three companies: Unicom, telecom and mobile. In order to solve the market position of the oil field communication company which is gradually divided, and to gain the advantage in the fierce market competition of the oil field communication company, it is necessary to subdivide it according to the communication products and the communication market of the oil field communication company at present. In order to ensure the company's stable and good development in Daqing communication industry, the marketing combination strategy of corresponding subdivision communication products is worked out. This paper studies the present situation, development trend and competition situation of communication market in Daqing Oilfield. On this basis, the paper analyzes the internal and external competition environment of Daqing Oilfield Communication Company by using the basic theory of marketing. In this paper, the characteristics, internal and external situation of oil field communication company and the strategy of marketing combination should be adopted in the face of competition to seize the customers in the communication market in the future. This paper is divided into five parts: the first part introduces the research background, purpose and significance of the current communication market. This paper studies the domestic and foreign research literature in recent years, compares the advantages and disadvantages of the domestic and foreign research situation, and proposes the improvement direction, determines the research method and the content of this paper. The market segmentation and positioning, the characteristics of the communication market and the theoretical basis of the market segmentation in China at present provide the basis for the determination of the marketing mix and combination strategy that should be formulated in this paper. In the third part, the communication market of Daqing oilfield is subdivided, and the situation and characteristics of the communication market in Daqing oilfield are analyzed, and the questionnaire survey is carried out to investigate the satisfaction of the users to the company's current communication products, and the broadband network speed. Views on costs Based on the results of the questionnaire survey, the author analyzes the basic attitude of the users to the company and their opinions on the communication products of the company. The fourth part studies the market segmentation and positioning of Daqing Oilfield Communications Company. From the traditional business and the new business two aspects of the subdivision of the business content and positioning made a specific analysis. The fifth part studies the marketing combination strategy of Daqing oil field communication company, which is divided into two aspects: the traditional business marketing combination strategy and the new business marketing combination strategy. And in the analysis of marketing mix strategy combined with 4Ps theory, that is, product, price, channel, promotion four aspects are studied. To determine the main development objectives of Daqing Oilfield Communications Company in the future, and that the company must subdivide its brand, adjust its product strategy, price strategy, expand its marketing channels, and do a good job of promoting sales. The countermeasures to maintain or expand the market superiority of Daqing Oil Field Communications Company are put forward.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

【参考文献】