吉林联通Y市智能手机农村营销项目实施策略研究

发布时间：2018-03-10 00:31

本文选题：智能手机　切入点：农村市场　出处：《南京邮电大学》2017年硕士论文　论文类型：学位论文

【摘要】：目前,Y市农村市场4G用户渗透率低,其主要原因在于Y市联通长期对农村市场的忽略,人员配置、渠道覆盖面、营销力度均不如城市市场,导致农村用户对移动网络的认识远远落后于城市用户,对终端的认识也仅停留于电话等基础性功能。因此,农村市场智能终端渗透率较低,农村用户的终端配置普遍较低,智能终端的市场相对较空白。如何挖掘农村市场智能手机业务的巨大市场空间,以提高Y市联通整体效益水平,成为Y市联通主要工作方向与目标,因此Y市针对农村市场开展智能手机营销项目。本研究主要包括四个核心部分,分别是理论基础、环境分析、智能手机营销项目策略及项目实施、研究结论。(1)理论基础:本研究所用理论主要有项目管理理论和市场营销理论,其中,项目管理理论主要界定项目管理概念,并结合营销项目特征界定营销项目的生命周期;本研究所用的市场营销理论主要包括PEST模型、波特五力模型、STP分析以及4Ps理论;(2)环境分析:本研究对Y市智能手机农村营销项目进行营销环境分析,用PEST模型分析Y市智能手机市场的宏观环境,用波特五力模型分析竞争环境,从市场销售情况分析内部环境,结果表明,Y市智能手机农村市场较为空白,且发展潜力较大,适合开展智能手机营销项目;(3)智能手机营销项目策略及实施:主要包括项目启动阶段、计划阶段、调研阶段、策略落地阶段、收尾阶段,其中启动阶段主要分析项目干系人,确定项目研究对象,并制定项目目标;项目计划内容主要包括项目范围、项目周期、成本估算以及风险计划;项目调研阶段,分析智能手机在农村市场发展的问题与难点,并以此为依据,对Y市农村智能手机市场的营销策略现状进行分析,从价格策略、渠道策略、促销策略以及服务策略等方面进行梳理,总结目前营销策略存在的问题;项目策略落地阶段根据STP理论制定目标市场,并结合项目调研结果,根据4Ps理论,从产品、价格、渠道、促销、服务等方面提出策略;项目收尾阶段主要从人力资源和制度两个方面探讨保障营销策略顺利实施的建议,以保证营销项目各项策略落地应用。(4)基于上述分析,本研究最后对本项目取得的成果进行总结,并对未来相关营销项目的发展提出展望。
[Abstract]:At present, the low penetration rate of 4G users in the rural market of YY City is mainly due to the long-term neglect of the rural market by YY City Unicom, the allocation of personnel, the coverage of channels, and the intensity of marketing are all inferior to those of the urban market. As a result, the understanding of mobile network of rural users lags far behind that of urban users, and the understanding of terminals only stays at the basic functions such as telephone. Therefore, the penetration rate of intelligent terminals in rural markets is low, and the terminal configuration of rural users is generally low. The market of intelligent terminal is relatively blank. How to excavate the huge market space of smart phone business in rural market, in order to improve the overall benefit level of Y City Unicom, become the main work direction and target of Y City Unicom, This research mainly includes four core parts: theoretical basis, environment analysis, smart phone marketing project strategy and project implementation. Conclusion: the main theories used in this study are project management theory and marketing theory, in which project management theory defines the concept of project management and defines the life cycle of marketing project combined with the characteristics of marketing project. The marketing theories used in this study mainly include PEST model, Porter's five-force model and 4Ps theory. The macro environment of smart phone market in Y city is analyzed by PEST model, the competitive environment is analyzed by Porter's five-force model, and the internal environment is analyzed from the situation of market sales. The results show that the rural market of smart phone in Y city is relatively blank and has great development potential. Smart phone marketing project strategy and implementation: mainly include project start-up phase, planning phase, research stage, strategy landing stage, closing stage, in which the start-up phase mainly analyzes the stakeholders, The main contents of the project plan include project scope, project cycle, cost estimation and risk planning. In the phase of project research, the problems and difficulties in the development of smart phone in rural market are analyzed. Based on this, this paper analyzes the current situation of the marketing strategy of the rural smart phone market in Y city, summarizes the problems existing in the current marketing strategy from the aspects of price strategy, channel strategy, promotion strategy and service strategy. At the landing stage of the project strategy, the target market is formulated according to STP theory, and combined with the research results of the project, according to the 4Ps theory, the strategy is put forward from the aspects of product, price, channel, promotion, service and so on. The final stage of the project mainly discusses the suggestions of ensuring the smooth implementation of the marketing strategy from the two aspects of human resources and system, in order to ensure the successful application of each strategy of the marketing project.) based on the above analysis, Finally, the research summarizes the achievements of the project, and prospects for the future development of related marketing projects.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.63;F626;F274

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