大连LT公司市场营销策略研究
发布时间：2018-08-25 09:09
【摘要】：工信部于2013年12月4日,向中国移动、中国LT、中国电信颁发TD-LTE牌照。时隔一年,2015年2月27日,向中国LT、中国电信颁发FDD-LTE牌照。至此,中国已全面迈入4G时代。LT公司作为国内三大电信运营商之一,正积极建造4G精品网络,一改前期3G、4G双网运营的模式,聚焦“沃4G+”策略。互联网企业的冲击,营改增政策的负面影响、行业竞争格局的愈加激烈,LT公司面临重重困难。LT公司在3G时代获得牌照差异化这一技术优势,现如今4G牌照发放已经被削弱,如何将业务持续增长,减缓传统业务收入下滑、扩大4G业务市场份额、加快用户向4G网络迁移、减少用户易网流失,进一步增加市场份额是当下LT公司面临的重大难题。本文运用工商管理课程所学知识,对LT公司所处的宏观环境和行业环境进行分析,深入研究企业内部人力、财务、技术资源,认清企业网络、盈利和运营的能力。采用STP、4P's营销管理的理论,对企业进行市场精准定位,进而制定新形势、新常态下,企业的市场营销策略。在渠道建设、产品推广、费用控制、促销手段四个方面制定企业营销的策略,并提出一系列的保障措施。希望本文的观点会对企业甚至是行业今后的运营提供积极有效的指导和借鉴意义。
[Abstract]:The Ministry of Industry and Information Technology issued a TD-LTE licence to China Mobile and China LT, China Telecom on December 4, 2013. A year later, February 27, 2015, China LT, China Telecom issued a FDD-LTE licence. At this point, China has entered the 4G era. LT Company, as one of the three major telecom operators in China, is actively building 4G premium network, changing the pre-3GG 4G dual-network operation mode and focusing on "Wao4G" strategy. The impact of the Internet enterprises, the negative impact of the reform and increase policy, the increasingly fierce competition in the industry, LT companies face a lot of difficulties. LT company in the 3G era, the technology advantage of license differentiation, now 4G license issuance has been weakened. How to keep business growth, slow down the decline of traditional business income, expand 4G service market share, speed up the migration of users to 4G network, reduce the loss of user exchange network, further increase market share is a major problem facing LT. Based on the knowledge of business administration course, this paper analyzes the macro environment and industry environment of LT Company, deeply studies the human, financial and technical resources within the enterprise, and recognizes the ability of enterprise network, profit and operation. By using the theory of STP,4P's marketing management, the market positioning of enterprises is carried out precisely, and then the marketing strategy of enterprises under the new normal situation is formulated. In the aspects of channel construction, product promotion, cost control and sales promotion, the marketing strategy is formulated and a series of safeguard measures are put forward. I hope the viewpoint of this paper will provide positive and effective guidance and reference for the future operation of the enterprise and even the industry.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F49
[Abstract]:The Ministry of Industry and Information Technology issued a TD-LTE licence to China Mobile and China LT, China Telecom on December 4, 2013. A year later, February 27, 2015, China LT, China Telecom issued a FDD-LTE licence. At this point, China has entered the 4G era. LT Company, as one of the three major telecom operators in China, is actively building 4G premium network, changing the pre-3GG 4G dual-network operation mode and focusing on "Wao4G" strategy. The impact of the Internet enterprises, the negative impact of the reform and increase policy, the increasingly fierce competition in the industry, LT companies face a lot of difficulties. LT company in the 3G era, the technology advantage of license differentiation, now 4G license issuance has been weakened. How to keep business growth, slow down the decline of traditional business income, expand 4G service market share, speed up the migration of users to 4G network, reduce the loss of user exchange network, further increase market share is a major problem facing LT. Based on the knowledge of business administration course, this paper analyzes the macro environment and industry environment of LT Company, deeply studies the human, financial and technical resources within the enterprise, and recognizes the ability of enterprise network, profit and operation. By using the theory of STP,4P's marketing management, the market positioning of enterprises is carried out precisely, and then the marketing strategy of enterprises under the new normal situation is formulated. In the aspects of channel construction, product promotion, cost control and sales promotion, the marketing strategy is formulated and a series of safeguard measures are put forward. I hope the viewpoint of this paper will provide positive and effective guidance and reference for the future operation of the enterprise and even the industry.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F49
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