湖南电信3G增值业务营销策略研究

发布时间：2018-03-16 23:13

本文选题：湖南电信　切入点：3G增值业务　出处：《湖南大学》2014年硕士论文　论文类型：学位论文

【摘要】：近年来，中国政府发放了三张3G运营牌照，分别是TD-WCDMA、WCDMA、CDMA2000，从2009年3G的大幕正式拉开，从此中国全面跨入3G时代。带动了整个产业链的发展。从人们日益增长的需求来看，在语音通信的基础上，人们开始向数据需求转移，，逐步开始使用流量业务，对于3G上网的速度有了强烈要求。当前，2G移动通信网络已经进入衰退期，3G网络已经全面进入市场。中国电信在2008年拿到CDMA网络运营牌照后，紧接着2009年拿到了3G网络营业牌照，从而成为中国市场上第三家移动通信运营商。在3G业务飞速发展中对中国电信湖南分公司的3G增值业务发展进行了研究探讨。本文以中国电信湖南分公司（以下简称湖南电信）的3G增值业务营销策略作为对象进行了研究，第一，通过对营销策略的国内外研究成就进行回顾和阐述。对市场营销策略的几个著名的分析工具进行简介。第二，根据湖南电信的3G增值业务现状，运用“STP分析方法”以及SWOT分析方法对湖南电信所在的3G增值业务市场进行了市场分析、目标市场的细分以及3G增值业务的市场定位。第三，通过200个用户进行了调研，对用户的3G增值业务的需求和消费习惯进行了摸底调查，并对调查结果进行了分析。第四，结合“4Cs”的营销理论对湖南电信的“用户、便捷、沟通、成本”进行了分析。结合湖南电信3G业务目前的营销状况，找出一套适用于湖南电信的3G增值业务的营销策略。最后，在此基础上对湖南电信3G增值业务营销策略的实施步骤提出了相应举措，其中主要是通过优化市场渠道，通过抢占渠道资源大力发展3G增值业务。合理的分配3G增值业务的发展补贴，加大激励力度，引导渠道进行3G增值业务的发展。提升用户对3G增值业务的使用感知，以及进一步提升服务能力，为用户提供良好的售前、售中、售后的服务保障。湖南电信在3G市场上仍然存在很多不足，尤其在是在渠道建设、终端产业链、人力资源配置、以及用户转网政策等方面有所欠缺，这些部分都需要从湖南电信的内部和外部劣势进行优化，才能在3G市场上站稳脚跟，走出2G时代的颓废。获取更多的市场份额和市场利润。
[Abstract]:In recent years, the Chinese government has issued three 3G operating licences, namely TD-WCDMA-WCDMA-CDMA2000, which officially opened in 2009. Since then, China has entered the 3G era in an all-round way, which has led to the development of the entire industrial chain. Judging from the growing needs of people, On the basis of voice communication, people began to shift to data demand, and gradually began to use traffic services. There is a strong demand for the speed of 3G Internet access. At present, the 2G mobile communication network has entered the recession period and the 3G network has entered the market. After China Telecom received the CDMA network operation license on 2008, it immediately received the 3G network business license on 2009. In the rapid development of 3G services, the development of 3G value-added services of Hunan Branch of China Telecom is studied and discussed. This paper takes the 3G value-added service marketing strategy of Hunan Branch of China Telecom (hereinafter referred to as Hunan Telecom) as the object of study. By reviewing and expounding the domestic and foreign research achievements of marketing strategy and introducing several famous analysis tools of marketing strategy, the second, according to the current situation of 3G value-added service of Hunan Telecom, Using STP analysis method and SWOT analysis method, this paper analyzes the 3G value-added service market of Hunan Telecom, the target market segmentation and the market positioning of 3G value-added service. The demand and consumption habits of 3G value-added services are investigated, and the results of the survey are analyzed. 4th. Combined with the marketing theory of "4Cs", Hunan Telecom's "user, convenience, communication," According to the current marketing situation of Hunan Telecom's 3G service, we find out a set of marketing strategies for Hunan Telecom's 3G value-added service. On this basis, this paper puts forward corresponding measures to implement the marketing strategy of Hunan Telecom's 3G value-added service, which is mainly through optimizing the market channels. By seizing the channel resources and vigorously developing 3G value-added services, rationally allocating the development subsidies of 3G value-added services, increasing incentives, guiding channels to develop 3G value-added services, enhancing users' perception of the use of 3G value-added services, And further enhance the service capacity to provide users with good pre-sale, during-sale, after-sale service protection. Hunan Telecom still has many shortcomings in the 3G market, especially in the aspects of channel construction, terminal industrial chain, human resource allocation, and user switching policy. These parts need to be optimized from the internal and external disadvantages of Hunan Telecom in order to get a firm foothold in the 3G market and get out of the decadence of the 2G era and gain more market share and market profits.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F626;F274

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