德惠电信公司移动业务市场拓展策略研究

发布时间：2018-06-19 03:24

本文选题：市场拓展 + 移动业务　；参考：《吉林大学》2013年硕士论文

【摘要】：2008年，国家将电信行业六个运营商整合为三家运营商，中国电信收购联通CDMA网(包括资产和用户)，联通与网通合并，卫通的基础电信业务并入中国电信，中国铁通并入中国移动。形成了电信、移动、联通三足鼎立的局面。2009年1月7日，，我国工业和信息化部给内地三家运营商，中国移动、中国电信和中国联通发放3张第三代移动通信(3G)牌照。中国移动拿到TD-SCDMA牌照，中国电信拿到CDMA2000牌照，而联通则拿到了WCDMA牌照。自从在中国电信市场形成三足鼎立的局势后，电信、移动、联通三家电信运营商，如何在市场上争取到更多的客户资源，在激烈的竞争中建立更稳固的竞争优势，提高市场占有率，提高利润，成为了电信运营商共同关注的问题。近几年来全国移动通信市场得到了快速发展，导致电信运营商之间移动通信业务的竞争越来激烈。中国电信股份有限公司吉林分公司德惠电信公司（以下简称“德惠电信公司”），在2008获取经营移动通信业务后，如何在激烈的市场竞争中站稳脚跟、争取份额、建立竞争优势，成为了摆在德惠电信公司面前的一项艰巨的任务。本文试图通过对德惠电信公司的内外部环境分析，解决德惠电信市场移动业务的市场拓展策略。论文通过SWOT分析方法解析德惠电信公司内部发展现状，通过PEST分析方法把握德惠电信公司面临的外部宏观环境，最终确定德惠电信公司移动通信业务的市场定位，并提出价格策略、渠道策略、销售促进等具体的市场拓展策略。本文的研究意义主要体现在以下几方面。第一、有助于德惠市电信公司在移动业务发展方面保持较好的增长态势，稳定德惠市电信公司的电信市场份额；第二、有利于帮助德惠市电信公司通过移动业务发展，带动移动业务及其他增值业务的发展，加快从固网运营商向综合信息服务提供商的企业转型；第三、通过移动业务发展，有助于带动德惠市经济发展。
[Abstract]:In 2008, the state integrated six telecom operators into three. China Telecom acquired China Unicom CDMA network (including assets and subscribers), China Unicom and Netcom merged, and Wetcom's basic telecommunications business was incorporated into China Telecom. China Railcom is incorporated into China Mobile. On January 7, 2009, the Ministry of Industry and Information Technology issued three 3G licences to three mainland operators, China Mobile, China Telecom and China Unicom. China Mobile got a TD-SCDMA license, China Telecom got a CDMA2000 licence and Unicom got a WCDMA licence. Since the formation of a three-pronged situation in the Chinese telecommunications market, three telecom operators, telecommunications, mobile, and Unicom, how to win more customer resources in the market and establish a more stable competitive advantage in the fierce competition, Increasing market share and increasing profit have become the common concern of telecom operators. In recent years, the rapid development of the national mobile communication market has led to the increasingly fierce competition between telecom operators for mobile communication services. China Telecom Co., Ltd. Jilin Branch Dehui Telecom Company (hereinafter referred to as "Dehui Telecom Company"), how to gain a firm foothold in the fierce market competition and establish a competitive advantage after acquiring mobile communications business in 2008, Has become a difficult task in front of Dehui Telecom. This paper attempts to solve the market expansion strategy of Dehui telecom market by analyzing the internal and external environment of Dehui Telecom. This paper analyzes the present situation of Dehui Telecom's internal development through SWOT analysis method, grasps the external macro environment of Dehui Telecom Company by pest analysis method, and finally determines the market position of Dehui Telecom's mobile communication business. And put forward price strategy, channel strategy, sales promotion and other specific market expansion strategy. The research significance of this paper is mainly reflected in the following aspects. First, it will help Dehui Telecom to maintain a better growth trend in the development of its mobile business and stabilize the telecommunications market share of Dehui City Telecom Company; second, it will help Dehui City Telecom Company to develop its mobile business. Promote the development of mobile services and other value-added services, accelerate the transformation from fixed network operators to integrated information service providers; third, through the development of mobile services, it will help to promote the economic development of Dehui City.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626;F274

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