移动互联时代下中国移动139邮箱营销策略研究

发布时间：2018-02-16 03:58

本文关键词： 中国移动139邮箱移动互联网　出处：《兰州大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着移动互联时代的到来,中国移动主营的语音业务增长疲软,为了寻找其他收入增长点,中国移动将重心转移到对增值业务产品的投入,2004年中国移动联合集成商推出第一个移动互联类产品——139邮箱业务。中国移动139邮箱是中国移动为GSM/GPRS所有非智能网的用户(包括全球通、动感地带和其他品牌用户)提供的电信级服务质量的电子邮件业务,它将完善的电子邮箱服务和手机的移动沟通优势合二为一。用户既可以在Web页面通过访问网站登录139邮箱,也可通过支持WAP的手机访问邮箱,处理邮件将不受任何地点、时间与终端的限制,达到了随时随地的高效率办公。方便、高效、安全。虽然139邮箱作为移动第一个移动互联类产品,但它却是邮箱产业的后来者,面对业界知名的各大互联网公司的邮箱业务,如何发挥产品自身优势让产品站住脚跟,扩大用户规模,增加经营收入。本文运用市场营销管理的理论,通过中国移动139邮箱业务进行了波特五力模式和SWOT模型,针对139邮箱业务既定内在条件进行分析,找出中国移动139邮箱业务的优势、劣势及核心竞争力之所在。同时本文对中国移动139邮箱的各种营销活动进行六大分类,并针对具体的案例进行分析,找出中国移动139邮箱营销活动中的利弊。根据中国移动139邮箱现在有存在的问题,制定中国移动139邮箱未来的发展方向和营销策略。最后提出139邮箱营销策略实施措施与建议,包括品牌差异化策略、产品组合化策略、服务质量化策略、产品价格策略、整合营销渠道策略、产品营销策略。
[Abstract]:With the advent of the era of mobile interconnection, China Mobile's voice business growth is weak, in order to find other revenue growth, China Mobile shifted its focus to the input of value-added services. In 2004, China Mobile launched its first mobile interconnection product 139 mailbox service. China Mobile 139Mailbox is a telecom grade email service provided by China Mobile to all users of GSM/GPRS 's non-intelligent network (including GSM, mobile zone and other brand users). It combines the advantages of a perfect email service with mobile communication on a mobile phone. Users can log in to 139mailboxes on Web pages through visiting websites or via mobile phones that support WAP, so that email processing will not be anywhere. Time and terminal limitations, to achieve high-efficiency office anytime, anywhere. Convenient, efficient, safe. Although 139 mailboxes are the first mobile interconnected products of mobile, they are the latecomers of the mailbox industry. In the face of the mailbox business of the major Internet companies in the industry, how to give full play to the advantages of the products themselves so that the products can stand on their feet. Expand the scale of users and increase operating income. Based on the theory of marketing management, this paper carries out the Porter five Force Model and SWOT Model through China Mobile 139 mailbox service, analyzes the established internal conditions of 139 mailbox service, and finds out the advantages of China Mobile 139 mailbox service. At the same time, this paper classifies the various marketing activities of China Mobile 139 mailbox into six categories, and analyzes the specific cases. This paper finds out the advantages and disadvantages of China Mobile 139 mailbox marketing activities. According to the existing problems of China Mobile 139 mailbox, it formulates the future development direction and marketing strategy of China Mobile 139 mailbox. Finally put forward 139 mailbox marketing strategy implementation measures and suggestions, including brand differentiation strategy, product combination strategy, service quality strategy, product price strategy, integrated marketing channel strategy, product marketing strategy.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274

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