东莞移动高校市场营销策略研究

发布时间：2018-03-24 16:36

本文选题：电信业　切入点：东莞移动　出处：《西北大学》2012年硕士论文

【摘要】：当今的电信业正在发生剧烈的变化,网络技术的革命性变化、三网技术的融合、用户需求的多样化、管制政策的法制化以及国际进程的加快,都为产业的融合和渗透提供了外部驱动因素。自中国加入WTO,中国电信业正逐步全面融入国际竞争市场。2008年重组的电信业形成“三足鼎立”的局面,三家运营商进入了全业务竞争时代,揭开了我国电信业发展中新的序幕,打破了以往不均衡的竞争格局,竞争一度进入白炽化。如何制定行之有效的营销策略,对于中国电信业而言,刻不容缓,意义重大。首先,本文以东莞移动高校市场为研究对象,采用拟文献综述法、问卷调查法、比较分析研究等方法进行课题研究。其次,从市场营销理论方面梳理相关研究文献,分析近几年东莞移动公司在校园市场实施的营销策略,用SWOT分析法找出高校市场优势、劣势、机会、威胁,进而找出适合东莞移动高校市场差异化的营销策略,并把组建学生团队完善校园渠道建设作为稳固校园市场的重点工作部署。最后,本研究或其中的几个主要结论对东莞移动、乃至中国电信业的重要实践意义。
[Abstract]:Today's telecommunications industry is undergoing drastic changes, revolutionary changes in network technology, convergence of three-network technologies, diversification of user needs, legalization of regulatory policies and acceleration of the international process. Since China joined the WTO, the Chinese telecommunications industry is gradually and fully integrated into the international competitive market. The telecom industry, which was restructured in 2008, has formed a "three-pronged" situation. The three operators have entered the era of full-service competition, opened a new prelude in the development of China's telecommunications industry, broke the previous unbalanced competition pattern, and the competition once entered into incandescence. For China's telecommunications industry, it is urgent and of great significance. First of all, this paper takes Dongguan mobile university market as the research object, adopts the method of pseudo literature review, questionnaire survey, comparative analysis and so on. Secondly, combs the related research literature from the marketing theory aspect. This paper analyzes the marketing strategy implemented by Dongguan Mobile Company in the campus market in recent years, finds out the advantages, disadvantages, opportunities and threats of the university market by SWOT analysis, and then finds out the marketing strategy suitable for the differentiation of Dongguan mobile university market. Finally, this study or some of its main conclusions are of great practical significance to Dongguan Mobile and even the telecom industry in China.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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