4G竞争格局下的L通信公司市场营销策略研究

发布时间：2018-04-19 15:45

本文选题：通信行业 + 营销策略　；参考：《华中师范大学》2017年硕士论文

【摘要】：中国电信业经过多轮重组改革,打破了行业垄断局面,使得通信行业形成良性市场竞争环境。当今随着移动互联网时代迅猛发展,通信运营商在加强基础通信设备建设的基础上,更加重视通信产品市场营销方式。当今通信行业已不单纯是技术竞争,而是产品和用户服务竞争,是多样化的营销策略竞争。L通信公司是三大电信运营商之一,拥有移动网、固定网、数据网、传输网、互联网五大优质通信网络,以及技术更先进、应用更广泛、速度更快捷、产业链更成熟的具有国际主流技术标准的3G与4G移动网络,主营业务涵盖移动通信、固定通信、宽带互联网、数据通信、网络接入和各类电信增值业务。随着信息化日益成为转变国民经济发展方式的重要力量,L通信公司助力“智慧中国”建设,为经济社会信息化发展做出了积极贡献。本文运用市场营销理论并结合SWOT分析,对L通信公司的市场环境、经营状况、存在问题进行了全面分析研究,在产品、渠道、服务、执行推广等方面提出了合理化建议,在改善产品质量、优化合作模式,为大客户提供定制产品方面提出了优化策略;在渠道营销方面,采用线上线下协同化经营来强化产品的渠道销售执行落地;通过突出品牌形象、强化品牌管理、重点区域目标人群定向宣传推广来提高企业品牌影响力;在用户服务方面,通过增强全员服务意识与流程优化相结合来提升客户满意度,多措并举使得L通信公司在湖北省具备竞争优势。
[Abstract]:The telecom industry in China has broken the monopoly situation and formed a healthy market competition environment after many rounds of restructuring and reform.With the rapid development of the mobile Internet era, communication operators pay more attention to the marketing of communication products on the basis of strengthening the construction of basic communication equipment.Nowadays, the communication industry is not only the competition of technology, but also the competition of products and customer service. It is a diversified marketing strategy competition. L Communication Company is one of the three major telecom operators, which has mobile network, fixed network, data network and transmission network.The five major high-quality communication networks of the Internet, as well as 3G and 4G mobile networks with more advanced technology, wider application, faster speed and more mature industrial chain with international mainstream technical standards, cover mobile communications and fixed communications.Broadband Internet, data communication, network access and various telecommunications value-added services.With informatization becoming an important force in transforming the mode of national economic development, L Communications Company has helped to build "China of Wisdom" and made positive contributions to the development of economic and social informatization.Based on the marketing theory and SWOT analysis, this paper makes a comprehensive analysis and research on the market environment, management situation and existing problems of L Communication Company, and puts forward some reasonable suggestions in the aspects of product, channel, service, execution and promotion, etc.In improving product quality, optimizing cooperation mode, providing customized products for large customers, the optimization strategy is put forward, in the aspect of channel marketing, on-line and offline coordinated management is adopted to strengthen the execution of product channel sales.By highlighting the brand image, strengthening brand management, the targeted population in key areas to promote the promotion of corporate brand influence; in terms of user services, through the enhancement of the whole service awareness and process optimization to enhance customer satisfaction,Multiple measures to make L communication company in Hubei Province has a competitive advantage.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626

【参考文献】