基于竞合的天津联通营销策略优化研究
发布时间：2019-02-26 13:15
【摘要】：随着近年来国内通信行业不断进行重组整合，目前已形成了移动、联通、电信三家主要运营商全方位、全业务竞争格局。企业核心竞争力是企业获得竞争优势的源泉，各个行业和企业都在寻求发展自己的核心竞争力，通信业也不例外。天津联通作为天津历史最久、经营通信业务种类最为齐全的综合通信运营商,如何在全面竞争的大环境中立足于竞合理念，与时俱进不断调整营销思路，全面提升核心竞争力，已经成为其生存与发展刻不容缓的关键所在。 本文首先总结了国内外在竞合理念、企业核心竞争力和营销策略理论方面的研究成果，梳理出更适合于通信行业的概念体系，搭建理论框架。在研究过程中，从通信市场整体环境、竞争态势和未来发展趋势等方面，对通信行业基本情况分析进行分析，又结合作者的具体工作分析了天津联通所处的市场环境，包括天津市通信行业发展趋势、各运营商基本情况等方面的内外部环境以及天津联通的发展回顾与现状，并运用波特五力分析模型及SWOT分析法对天津联通所处的竞争环境和企业面临的困难与机遇进行了重点分析。 在分析结论基础上，本文从实际工作角度出发，结合国家在“三网融合”和“号码携带”方面的相关政策，，在固定通信业务和移动通信业务两个主要方向上展开论述，并提出了一套具备可操作性的详细营销措施，作为天津联通核心竞争力全面提升的主要手段。此外，还从投资回报、平台建设、IT支撑和自主创新等诸多方面进行了评估和安排，全面保障营销措施的顺利实施。
[Abstract]:With the continuous reorganization and integration of domestic communication industry in recent years, three major operators, mobile, Unicom and telecom, have been formed at present, all-round and full-service competition pattern has been formed. The core competence of enterprises is the source for enterprises to gain competitive advantages. All industries and enterprises are seeking to develop their own core competitiveness, and the communication industry is no exception. Tianjin Unicom, as the most comprehensive communication operator with the longest history and the most complete types of communication business, how to base itself on the idea of competition and cooperation in the overall competition environment, keep pace with the times and adjust the marketing thinking, and promote the core competitiveness in an all-round way. It has become the key to its survival and development. Firstly, this paper summarizes the domestic and foreign research achievements on the concept of competition and cooperation, the core competence of enterprises and the marketing strategy theory, combs out the concept system which is more suitable for the communication industry, and sets up the theoretical framework. In the course of the research, this paper analyzes the basic situation of the communication industry from the aspects of the overall environment of the communication market, the competitive situation and the future development trend, and analyzes the market environment of Tianjin Unicom in combination with the author's specific work. Including the development trend of Tianjin communication industry, the internal and external environment of each operator and the development review and present situation of Tianjin Unicom. By using Porter's five forces analysis model and SWOT analysis method, this paper analyzes the competitive environment and the difficulties and opportunities faced by Tianjin Unicom. On the basis of the analysis and conclusion, this paper discusses the two main directions of fixed communication service and mobile communication service from the point of view of practical work, combining with the relevant policies of the state in the aspects of "three networks convergence" and "number carrying", and discusses the two main directions of the fixed communication service and the mobile communication service. And put forward a set of operational detailed marketing measures, as Tianjin Unicom core competitiveness overall promotion of the main means. In addition, from the return on investment, platform construction, IT support and independent innovation and many other aspects of evaluation and arrangement, to ensure the smooth implementation of marketing measures.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626
本文编号：2430804
[Abstract]:With the continuous reorganization and integration of domestic communication industry in recent years, three major operators, mobile, Unicom and telecom, have been formed at present, all-round and full-service competition pattern has been formed. The core competence of enterprises is the source for enterprises to gain competitive advantages. All industries and enterprises are seeking to develop their own core competitiveness, and the communication industry is no exception. Tianjin Unicom, as the most comprehensive communication operator with the longest history and the most complete types of communication business, how to base itself on the idea of competition and cooperation in the overall competition environment, keep pace with the times and adjust the marketing thinking, and promote the core competitiveness in an all-round way. It has become the key to its survival and development. Firstly, this paper summarizes the domestic and foreign research achievements on the concept of competition and cooperation, the core competence of enterprises and the marketing strategy theory, combs out the concept system which is more suitable for the communication industry, and sets up the theoretical framework. In the course of the research, this paper analyzes the basic situation of the communication industry from the aspects of the overall environment of the communication market, the competitive situation and the future development trend, and analyzes the market environment of Tianjin Unicom in combination with the author's specific work. Including the development trend of Tianjin communication industry, the internal and external environment of each operator and the development review and present situation of Tianjin Unicom. By using Porter's five forces analysis model and SWOT analysis method, this paper analyzes the competitive environment and the difficulties and opportunities faced by Tianjin Unicom. On the basis of the analysis and conclusion, this paper discusses the two main directions of fixed communication service and mobile communication service from the point of view of practical work, combining with the relevant policies of the state in the aspects of "three networks convergence" and "number carrying", and discusses the two main directions of the fixed communication service and the mobile communication service. And put forward a set of operational detailed marketing measures, as Tianjin Unicom core competitiveness overall promotion of the main means. In addition, from the return on investment, platform construction, IT support and independent innovation and many other aspects of evaluation and arrangement, to ensure the smooth implementation of marketing measures.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F626
【参考文献】
相关期刊论文 前2条
1 孙利辉,徐寅峰,李纯青;合作竞争博弈模型及其应用[J];系统工程学报;2002年03期
2 白津夫;核心竞争力:理论与战略问题[J];学习与探索;2003年01期
本文编号：2430804
本文链接：https://www.wllwen.com/jingjilunwen/xxjj/2430804.html
