吉林市联通3G产品营销策略研究

发布时间：2018-04-15 12:47

本文选题：渠道策略 + 集团客户行业策略　；参考：《哈尔滨理工大学》2012年硕士论文

【摘要】：本文通过对中国联通第三代移动通信3G网络外部营销环境以及内部营销环境的研究分析，得出适合中国联通的WCDMA第三代移动通信网络的细分市场及目标客户群。同时，通过对联通3G产品推广策略和营销策略的研究，深入了解WCDMA移动通信网络的业务能力的特点，使营销服务人员能更好地为客户推介3G业务，为通信运营企业推广新产品提供支撑。本选题针对吉林市中国电信市场发展现状、营销环境及电信市场营销存在的问题进行了理论研究和分析，对3G环境下，吉林市联通的发展策略和企业市场营销策略进行较为系统的研究和论述，从而为吉林市的联通公司迎接未来的市场竞争、获取持续竞争优势，提高市场营销策略的科学性和有效性提供了建设性意见，为我国的电信事业的发展带来启发性的影响。针对渠道发展策略方面，创新性地划分为社会渠道策略、集团客户行业策略、个人客户策略和呼叫中心策略，从销售体系的角度给予3G产品推广以全力支撑和保障，，针对于不同的客户群制定不同的推广策略，最大化优化了渠道结构，完善了渠道体系，全面地提高了渠道效能。
[Abstract]:Through the research and analysis of the external marketing environment and internal marketing environment of 3G mobile communication network of China Unicom, this paper obtains the subdivision market and target customer group of WCDMA third generation mobile communication network suitable for China Unicom.At the same time, through the research of Unicom's 3G product promotion strategy and marketing strategy, we can deeply understand the characteristics of WCDMA mobile communication network's service ability, so that the marketing service personnel can better recommend 3G service to customers.Provide support for communication operation enterprises to promote new products.This topic has carried on the theoretical research and the analysis to the Jilin City China telecommunication market development present situation, the marketing environment and the telecommunication marketing existence question, has carried on the theory research and the analysis to the 3G environment,The development strategy and marketing strategy of Jilin City Unicom are studied and discussed systematically, so that the Unicom Company of Jilin City can meet the market competition in the future and obtain the sustainable competitive advantage.Improving the scientific and effective marketing strategy provides constructive advice and brings enlightening influence to the development of telecommunication industry in China.In terms of channel development strategy, innovative division is divided into social channel strategy, group customer industry strategy, individual customer strategy and call center strategy. From the perspective of sales system, 3G product promotion is fully supported and guaranteed.Aiming at different customer groups, it makes different promotion strategies, maximizes the channel structure, perfects the channel system, and improves the channel efficiency.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626

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