甘肃移动手机数据流量经营提升措施研究
发布时间：2019-05-11 11:37
【摘要】：随着电信行业进入了全新的全业务运营时代。甘肃移动目前已经进入了企业发展的瓶颈期,传统语音业务快速萎缩,移动数据流量业务爆发式发展,用手机终端上网冲浪,或者通过手机应用软件接入互联网的用户已经成为大部分用户生活必不可少的一种生活方式,数据流量逐渐成为甘肃移动收入增长的新驱动力。 本论文分析了甘肃移动内部、外部激烈变异的竞争发展环境,针对甘肃区域性的特点,和甘肃移动及数据流量业务发展快速的基本情况,而区域内部良好的先决竞争环境,从通信行业发展现状、行业政策环境、省内电信运营商竞争态势、区域移动通信消费需求分析等综合环境与运营流程出发,借鉴国外通信行业竞争战略,运用SWOT理论进行分析,指出了当前流量经营中存在的网络质量下降、“增量不增收”、少数人成为“耗损大户”、2G网络压力过大、客户投诉增加等问题,并对问题的成因做了详细的分析,围绕如何做好手机数据流量经营,提出了手机数据流量的网络支撑和产品提升措施、目标客户细分和精确化营销措施、新型资费套餐设计和价格定价措施、渠道建设和体验式营销提升措施、手机终端营销等五个方面措施,论文最后对如何实施提升措施提出了几点建议。
[Abstract]:As the telecommunications industry has entered a new era of full-service operation. Gansu Mobile has now entered the bottleneck period of enterprise development, with the rapid decline of traditional voice services, the explosive development of mobile data traffic services, and the use of mobile phone terminals to surf the Internet. Or access to the Internet through mobile phone applications has become an indispensable way of life for most users, data traffic has gradually become a new driving force for the growth of mobile revenue in Gansu Province. This paper analyzes the competitive development environment of Gansu Mobile's internal and external fierce variation, according to the regional characteristics of Gansu Province, and the basic situation of the rapid development of Gansu Mobile and data flow business, and the good competitive environment within the region. Starting from the present situation of the development of the communication industry, the policy environment of the industry, the competitive situation of the telecom operators in the province, the analysis of the consumption demand of the regional mobile communication, and so on, this paper draws lessons from the competitive strategy of the foreign communication industry and uses the SWOT theory to carry on the analysis. This paper points out the problems existing in the current traffic management, such as the decline of network quality, the decrease of "increment does not increase income", the fact that a few people become "big losers", the excessive pressure of 2G network, the increase of customer complaints, and so on, and makes a detailed analysis of the causes of the problems. Focusing on how to do a good job of mobile phone data flow management, this paper puts forward the network support and product promotion measures of mobile phone data flow, target customer segmentation and accurate marketing measures, new tariff package design and price pricing measures. Channel construction, experience marketing promotion measures, mobile phone terminal marketing and other five aspects of measures, the paper finally puts forward some suggestions on how to implement the promotion measures.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F626
本文编号：2474460
[Abstract]:As the telecommunications industry has entered a new era of full-service operation. Gansu Mobile has now entered the bottleneck period of enterprise development, with the rapid decline of traditional voice services, the explosive development of mobile data traffic services, and the use of mobile phone terminals to surf the Internet. Or access to the Internet through mobile phone applications has become an indispensable way of life for most users, data traffic has gradually become a new driving force for the growth of mobile revenue in Gansu Province. This paper analyzes the competitive development environment of Gansu Mobile's internal and external fierce variation, according to the regional characteristics of Gansu Province, and the basic situation of the rapid development of Gansu Mobile and data flow business, and the good competitive environment within the region. Starting from the present situation of the development of the communication industry, the policy environment of the industry, the competitive situation of the telecom operators in the province, the analysis of the consumption demand of the regional mobile communication, and so on, this paper draws lessons from the competitive strategy of the foreign communication industry and uses the SWOT theory to carry on the analysis. This paper points out the problems existing in the current traffic management, such as the decline of network quality, the decrease of "increment does not increase income", the fact that a few people become "big losers", the excessive pressure of 2G network, the increase of customer complaints, and so on, and makes a detailed analysis of the causes of the problems. Focusing on how to do a good job of mobile phone data flow management, this paper puts forward the network support and product promotion measures of mobile phone data flow, target customer segmentation and accurate marketing measures, new tariff package design and price pricing measures. Channel construction, experience marketing promotion measures, mobile phone terminal marketing and other five aspects of measures, the paper finally puts forward some suggestions on how to implement the promotion measures.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F626
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