辽宁联通3G业务市场营销策略研究

发布时间：2018-03-28 13:11

本文选题：辽宁联通　切入点：3G业务　出处：《大连理工大学》2012年硕士论文

【摘要】：对辽宁联通3G业务营销的研究具有重要的意义：①有利于增强辽宁联通的营销意识和提营销能力,更好的应对变化了的竞争环境；②对3G业务的营销问题进行专门研究,对辽宁联通3G业务的具体开展具有指导意义；③电信重组之后,3G业务的竞争成为电信运营商竞争的主战场。对3G业务营销策略的研究有利于在辽宁联通在新的、主要的战场上抓住战机,锁定胜局。 2011年下半年,辽宁联通全业务市场份额为37.86%,低于辽宁移动的56.24%,而辽宁联通移动网市场份额仅为14.15%更是远远低于辽宁移动的79.93%。面对如此严峻的形势,辽宁联通必须认真科学的分析内外环境和自身优劣势,抓住关键问题,努力提升自己。3G移动牌照的发放给辽宁联通提供了发展的良好机遇,如何抓住机遇,抓好3G市场营销对辽宁联通是亟待解决的重大课题。在这种形势下,本文首先介绍了辽宁联通公司的发展现状和存在的问题。重组给辽宁联通公司带来了诸多亟待解决的问题,文化需要融合,组织需要协调,这些问题如果不尽快根本性解决,对于长期发展就会有深远影响；辽宁联通公司的用户规模低于竞争对手,其3G用户只占到了辽宁移动的2/3左右；辽宁联通缺乏品牌优势,在今后的营销中,如何将自身强大的技术优势转化成品牌优势,是辽宁联通进行品牌重塑需要考虑的重点,而这需要在终端、服务、业务和网络等各个层面下足功夫。本文第二部分和第三部分对辽宁联通所面临的内外环境进行了分析。首先从法律环境、经济环境、社会文化环境、人口状况和技术环境五个方面分析了外部环境对3G业务的影响。其次,从竞争态势和竞争能力两方面探究了辽宁联通目前面临的竞争环境。再次,本文分析了辽宁联通的组织结构、业务表现和当前营销现状等内部环境。最后,总结出辽宁联通公司目前而临的机会与威胁以及自身发展的优劣势。本文第四部分通过市场细分确立了辽宁联通公司的目标市场,确立好市场定位后提出了辽宁联通的3G业务市场营销策略：①协调产品发展；②加强品牌建设；③差异化定价；④建设和完善多个营销渠道；⑤积极采用广告宣传、公共关系和营业推广。
[Abstract]:The research on 3G business marketing of Liaoning Unicom has important significance: 1 is helpful to enhance the marketing consciousness and ability of Liaoning Unicom, and better deal with the changing competition environment. It is of guiding significance to carry out the 3G business of Liaoning Unicom. After the reorganization of telecom, the competition of 3G service has become the main battlefield of the competition of telecom operators. The research on the marketing strategy of 3G service is beneficial to the new one in Liaoning Unicom. Capture the fighters on the main battlefield and lock in the victory. In the second half of 2011, the total market share of Liaoning Unicom was 37.86, which was lower than that of Liaoning Mobile 56.24.The market share of Liaoning Unicom's mobile network was only 14.15%, which was much lower than that of Liaoning Mobile's 79.93%. Faced with such a grim situation, Liaoning Unicom must seriously and scientifically analyze the internal and external environment and its own advantages and disadvantages, grasp the key issues, and strive to promote the issuance of its .3G mobile license to provide Liaoning Unicom with a good opportunity for development, and how to seize the opportunity. Grasp 3 G marketing to Liaoning Unicom is an important subject to be solved urgently. In this situation, this paper first introduces the current situation and existing problems of Liaoning Unicom Company. The reorganization has brought many problems to be solved urgently for Liaoning Unicom Company. The culture needs to be integrated, and the organization needs coordination. If these problems are not fundamentally resolved as soon as possible, they will have a profound impact on long-term development. The size of Liaoning Unicom's subscribers is lower than that of its competitors, and its 3G subscribers only account for about two-thirds of Liaoning Mobile's; Liaoning Unicom lacks brand advantages. In the future marketing, how to transform its strong technical advantage into brand advantage is the key point that Liaoning Unicom needs to consider in brand remodeling, which needs to work hard at all levels, such as terminal, service, business and network. The second and third parts of this paper analyze the internal and external environment facing Liaoning Unicom. First of all, from the legal environment, economic environment, social and cultural environment, This paper analyzes the influence of external environment on 3G service from five aspects of population status and technological environment. Secondly, it explores the competitive environment facing Liaoning Unicom from two aspects: competition situation and competitive ability. Again, This paper analyzes the internal environment of Liaoning Unicom, such as its organizational structure, business performance and current marketing situation. Finally, it summarizes the opportunities and threats that Liaoning Unicom is facing at present, as well as the advantages and disadvantages of its own development. In the fourth part of this paper, the target market of Liaoning Unicom is established by market segmentation. After establishing a good market position, the author puts forward Liaoning Unicom's marketing strategy of 3G business: 1 to coordinate product development and 2 to strengthen brand construction, build up different pricing channels, and perfect many marketing channels to actively adopt advertising, public relations and business promotion.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F626;F274

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