WN移动数据业务营销策略研究

发布时间：2018-05-11 15:55

本文选题：数据业务 + 营销策略　；参考：《西安理工大学》2009年硕士论文

【摘要】： 在日益激烈的市场竞争和用户收入(ARPU)下降的紧迫形势下,各移动通信公司不得不从单一业务经营转向多业务经营,努力寻找能提高竞争力和收入的新业务。本文从分析全球和我国移动数据业务的发展现状及趋势开始,结合相关概念界定及移动数据业务分类,指出WN移动关注并加强发展移动数据业务具有重要意义。但是面对急剧变化的电信市场,为了进一步促进企业的发展,如何搞好移动数据业务营销就成为WN移动当前亟需解决的问题。本文首先在明确研究背景的基础上,探讨了国内外电信运营商营销策略研究现状和应用现状,为论文后续研究打好了基础上；其次,论文研究了营销战略的相关理论,同时深入分析了WN移动外部宏观坏境、行业环境和内部资源条件,明确了WN移动通信数据业务市场的现状和发展趋势：然后在上述分析的基础上,就WN移动数据业务营销策略的制定和执行现状,以及数据业务营销存在的主要问题进行了探讨,并在此基础上得出WN移动数据业务发展的优势、劣势、机会和威胁；最后,本文在市场细分和市场定位分析的基础上,分别从产品策略、价格策略、渠道策略和促销策略四个角度阐述了WN移动的营销策略,得出WN移动应该持续走品牌经营之路,旗下的三大品牌可以采取差异化定价,逐步由从量定价向内容计费转变,应该加强以突出其在服务质量、社会公益等诸多方面的良好形象,赢得广大用户和社会公众的认知与支持为目的各种广告宣传力度,应广泛依靠多种模式发展新用户和维系老用户。同时,为了对销售渠道进行有效控制,还应与大型终端零售商建立战略联盟。提出了移动数据业务的售后服务应作为一项服务营销来设计,作为附加产品的服务与产品本身营销应具有相同的重要地位。通过严密的分析和论证,本文得出一系列结论,本文的研究结果对于该公司发展移动数据业务具有直接的指导作用,对于其它的通信企业发展移动数据业务具有一定的参考价值。
[Abstract]:Under the urgent situation of the increasingly fierce market competition and the decline of ARPUs, the mobile communication companies have to shift from single business to multi-service, and try to find new business that can improve their competitiveness and income. This paper begins with the analysis of the current situation and trend of mobile data services in the world and China, and points out that it is of great significance for WN mobile to pay close attention to and strengthen the development of mobile data services, combining with the definition of relevant concepts and classification of mobile data services. However, in the face of rapidly changing telecom market, in order to further promote the development of enterprises, how to do a good job of mobile data service marketing has become a problem that WN Mobile urgently needs to solve. On the basis of clear research background, this paper discusses the current situation and application status of marketing strategy of telecom operators at home and abroad, which provides a good basis for further research. Secondly, the paper studies the relevant theory of marketing strategy. At the same time, it deeply analyzes the external macro bad environment, industry environment and internal resource conditions of WN mobile, and clarifies the current situation and development trend of WN mobile communication data service market: then on the basis of the above analysis, This paper discusses the current situation of WN mobile data service marketing strategy and the main problems existing in data service marketing. On this basis, it concludes the advantages, disadvantages, opportunities and threats of WN mobile data service development. On the basis of market segmentation and market positioning analysis, this paper expounds the marketing strategy of WN Mobile from the four angles of product strategy, price strategy, channel strategy and promotion strategy, and draws the conclusion that WN Mobile should continue to take the road of brand management. The three major brands can adopt differential pricing and gradually change from quantity pricing to content billing. They should be strengthened to highlight their good image in many aspects, such as service quality, social welfare, etc. In order to win the cognition and support of users and the public, we should rely on a variety of models to develop new users and maintain old users. At the same time, in order to control sales channels effectively, strategic alliance should be established with large terminal retailers. It is proposed that the after-sale service of mobile data service should be designed as a service marketing, and the service as an additional product should have the same important position as the marketing of the product itself. Through rigorous analysis and argumentation, this paper draws a series of conclusions, the research results of this paper have direct guidance for the company to develop mobile data business. It has certain reference value for other communication enterprises to develop mobile data service.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F626

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