A电信公司移动互联网产品营销策略研究

发布时间：2018-02-21 02:36

本文关键词： 移动互联网产品策略品牌策略促销策略渠道策略　出处：《南京理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网时代的到来,原有的通信运营模式已经不能适应要求,需要建立新的运营模式。对于各通信运营商来说,这既是机遇,也是挑战,而中国电信自2008年10月份起正式获得移动牌照,作为移动业务市场的新进入者,面对电信市场已经进入全业务全面竞争的格局,A电信公司在发展自身业务的同时,也受到其他运营商的挑战,而移动互联网这一业务领域面对的竞争是最激烈的。对于A电信公司而言,移动互联网和全业务经营彻底改变了固网时代单一的、相对封闭的经营模式,极大地增加了营销策略优化的复杂性。因此需要加强统筹协调,形成各区域、各专业、各项重点业务均衡发展、协调发展的局面,实现经营发展的优化。本文从分析我国移动互联网业务发展的大背景着手,分析对电信公司营销策略进行研究的必要性,介绍了当前企业战略、市场营销理论的发展情况及品牌定位的理论和相关方法。进而运用理论与案例分析相结合,在详细介绍分析A电信公司营销环境的基础上,进一步对A电信公司营销环境进行SWOT分析,指出其在产品策略、价格策略、促销策略、渠道策略的现状及问题,提出了A电信公司在经营移动互联网业务时应采取的战略思路。
[Abstract]:With the arrival of the mobile Internet era, the original communication operation mode has been unable to adapt to the requirements, it needs to establish a new operation model. For the communication operators, this is not only an opportunity, but also a challenge. Since October 2008, China Telecom has been officially granted a mobile license. As a new entrant to the mobile service market, facing the situation that the telecommunications market has entered the overall competition of the whole business, China Telecom Company is developing its own business at the same time. Is also challenged by other operators, and mobile Internet, the business area is facing the most fierce competition. For A telecom company, mobile Internet and full-service operation have completely changed the single, relatively closed business model in the fixed network era, which has greatly increased the complexity of marketing strategy optimization. Form a balanced development of each region, major, key business, coordinate development, realize the optimization of business development. This paper analyzes the background of the development of mobile Internet business in China, analyzes the necessity of research on the marketing strategy of telecom companies, and introduces the current enterprise strategy. The development of marketing theory and brand positioning theory and related methods. Then, combining the theory with the case analysis, on the basis of introducing and analyzing the marketing environment of A telecom company in detail, This paper further analyzes the marketing environment of A telecom company by SWOT, points out the present situation and problems of its product strategy, price strategy, promotion strategy and channel strategy, and puts forward the strategic thinking that A telecom company should adopt when operating mobile Internet business.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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