保定移动数据业务市场营销策略研究

发布时间：2018-05-05 05:16

本文选题：保定移动 + 波特五力模型　；参考：《河北大学》2013年硕士论文

【摘要】：目前，随着移动3G时代的到来，，通信市场资源管制逐步加深，且市场竞争愈加激烈。在这样的发展背景下，保定移动通信公司还面临着同领域竞争伙伴的多重压力，虽然积极应对挑战，但是仍受到极大的竞争冲击：存量客户流失严重，增量市场占比较低，流量经营拉动不足，全业务及终端产品竞争能力偏低，市场发展出现困窘。保定移动通信公司如何在新形势下保持在保定地区移动通信市场竞争中的主导地位，如何在新的市场竞争环境中适应和发展，这是一个值得研究的课题。本文以保定移动通信公司为研究案例，利用PEST分析、波特五力模型并结合本地移动业务的发展趋势与经验总结，阐述了保定移动市场的形势，并对保定移动数据业务发展关键要素进行了分析，并为保定移动公司制定充分发挥自己优势的有效市场营销策略，力求寻找一条健康、可持续的移动通信企业发展之路。本文结合作者在保定七年的经营工作经验，对保定移动通信公司在市场发展、客户分类、精细化营销、营销渠道建设及管控方面提供务实、有效的营销策略，希望本文的研究能够对保定移动公司数据业务的营销发展起到促进作用,并对河北省内各兄弟地市移动通信公司也具有一定的参考价值。
[Abstract]:At present, with the arrival of mobile 3G era, communication market resource regulation is gradually deepened, and the market competition is becoming more and more fierce. In such a development background, Baoding Mobile Communications Company is also facing multiple pressures from competition partners in the same field. Although it actively responds to the challenges, it is still subject to great competition: the stock of customers is seriously lost, and the incremental market is relatively low. Flow operation pull insufficient, full business and end product competitiveness is low, market development is embarrassing. How to keep the dominant position in the market competition in Baoding area under the new situation, how to adapt and develop in the new market competition environment, is a subject worth studying. This paper takes Baoding Mobile Communication Company as a case study, using PEST analysis, Porter's five-force model, combined with the development trend and experience of local mobile business, expounds the situation of Baoding mobile market. The key factors of the development of Baoding mobile data service are analyzed, and an effective marketing strategy for Baoding mobile company to give full play to its own advantages is made to find a healthy and sustainable way for the development of mobile communication enterprises. Based on the author's seven years experience in Baoding, this paper provides a practical and effective marketing strategy for Baoding Mobile Communications Company in the aspects of market development, customer classification, fine marketing, marketing channel construction and management and control. It is hoped that the research in this paper can promote the marketing development of data business of Baoding Mobile Company, and also have certain reference value to each brother mobile communication company in Hebei Province.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F626

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