深圳移动定制终端营销策略研究
发布时间：2018-08-22 18:24
【摘要】： 移动运营商终端定制营销在国际市场不是一个新概念,而是有着非常丰富的历史和实践经验。在竞争不断加剧而且多种技术制式共存的背景下,业务将保持持续发展的态势,这已经成为推动终端定制进一步发展的最主要动力。如何构建紧密的产业链,并策动产业链之间的竞争是移动运营商面临的新挑战。其中围绕着终端定制营销策略,移动运营商如何与终端厂商合作,在哪些方面合作、如何合作就成为双方关注的焦点。 本文围绕以下几个方面,对深圳移动终端定制营销进行了研究: 一、终端定制营销对移动终端产业链产生的影响及发展趋势分析。本文认为定制终端是运营商制定应用标准与规范来提高其在价值链中的地位及作用的体现,并将深入发展下去。 二、国外运营商终端定制发展状况及其影响分析。本文发现定制终端在各国均有不同程度的发展,但受制于各种条件的影响,存在明显差异。 三、国外运营商终端定制营销案例对国内运营商的启示。国外运营商在产品设计、定制模式、营销渠道、补贴方式等方面都有长足之处,可供借鉴。 四、国内运营商终端定制营销现状及存在问题分析,重点分析深圳移动。深圳移动前期采取了正确的定制模式,取得了较好的营销业绩,但定制工作还处于摸索阶段,在各方面还有很多需要完善的地方。 在此基础上,本文就深圳移动终端定制营销提出了若干对策: 一、产品定制应该进一步向中低端市场延伸;建立立体化的产品体系,打造产品优势;规范数据开发流程,加快终端对新业务的支持。 二、渠道策略上应该在自营渠道基础上,加强和社会渠道的强强合作,积极探索多种渠道模式,避免移动孤军作战的局面。 三、定价策略应不断丰富,建立合理的多层次营销方案,建立以话费补贴为主,以阶段性成本补贴为辅的定价模式。 四、在促销策略上,在公共关系方面应逐步建立销售、服务、体验三位一体的营销模式;在广告方面,应以精细化的模式找准客户群,通过针对性的媒介发挥最大效用。
[Abstract]:Mobile operator terminal customization marketing in the international market is not a new concept, but has a very rich history and practical experience. Under the background of increasing competition and coexistence of various technology standards, the business will maintain the situation of continuous development, which has become the most important driving force to promote the further development of terminal customization. It is a new challenge for mobile operators to construct a close industrial chain and to promote competition between them. Among them, around the terminal customized marketing strategy, mobile operators and terminal manufacturers how to cooperate, in which aspects, how to cooperate has become the focus of attention of both sides. This paper focuses on the following aspects: first, the impact of terminal customization marketing on mobile terminal industry chain and its development trend are analyzed. This paper holds that custom-made terminal is the embodiment of operators to make application standards and norms to improve their position and role in the value chain, and will further develop. Second, the development of terminal customization of foreign operators and its impact analysis. In this paper, it is found that customization terminals develop in different countries, but are influenced by various conditions, and there are obvious differences. Third, the foreign operator terminal customization marketing case to the domestic operator enlightenment. Foreign operators in product design, customization mode, marketing channels, subsidies and other aspects of considerable, can be used for reference. Fourth, the domestic operator terminal customization marketing status and existing problems analysis, focusing on Shenzhen Mobile. Shenzhen Mobile has adopted the correct customization mode in the early stage, and has achieved good marketing performance, but the customization work is still in the groping stage, and there are still many needs to be perfected in all aspects. On this basis, this paper puts forward a number of countermeasures for customized marketing of Shenzhen mobile terminal: first, product customization should be further extended to the middle and low end market, three-dimensional product system should be established, and product advantages should be created. Standardize data development process and speed up terminal support for new services. Second, the channel strategy should be based on the self-support channel, strengthen the strong cooperation with the social channel, actively explore various channel models, and avoid the situation of mobile solitude. Thirdly, the pricing strategy should be enriched constantly, and a reasonable multi-level marketing scheme should be established. The pricing model should be based on the telephone fee subsidy and supplemented by the phased cost subsidy. Fourth, in the promotion strategy, in the public relations aspect should establish the sale, the service, the experience trinity marketing pattern step by step; in the advertisement aspect, should find the accurate customer group with the fine pattern, through the targeted medium exerts the greatest utility.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F626
本文编号：2197931
[Abstract]:Mobile operator terminal customization marketing in the international market is not a new concept, but has a very rich history and practical experience. Under the background of increasing competition and coexistence of various technology standards, the business will maintain the situation of continuous development, which has become the most important driving force to promote the further development of terminal customization. It is a new challenge for mobile operators to construct a close industrial chain and to promote competition between them. Among them, around the terminal customized marketing strategy, mobile operators and terminal manufacturers how to cooperate, in which aspects, how to cooperate has become the focus of attention of both sides. This paper focuses on the following aspects: first, the impact of terminal customization marketing on mobile terminal industry chain and its development trend are analyzed. This paper holds that custom-made terminal is the embodiment of operators to make application standards and norms to improve their position and role in the value chain, and will further develop. Second, the development of terminal customization of foreign operators and its impact analysis. In this paper, it is found that customization terminals develop in different countries, but are influenced by various conditions, and there are obvious differences. Third, the foreign operator terminal customization marketing case to the domestic operator enlightenment. Foreign operators in product design, customization mode, marketing channels, subsidies and other aspects of considerable, can be used for reference. Fourth, the domestic operator terminal customization marketing status and existing problems analysis, focusing on Shenzhen Mobile. Shenzhen Mobile has adopted the correct customization mode in the early stage, and has achieved good marketing performance, but the customization work is still in the groping stage, and there are still many needs to be perfected in all aspects. On this basis, this paper puts forward a number of countermeasures for customized marketing of Shenzhen mobile terminal: first, product customization should be further extended to the middle and low end market, three-dimensional product system should be established, and product advantages should be created. Standardize data development process and speed up terminal support for new services. Second, the channel strategy should be based on the self-support channel, strengthen the strong cooperation with the social channel, actively explore various channel models, and avoid the situation of mobile solitude. Thirdly, the pricing strategy should be enriched constantly, and a reasonable multi-level marketing scheme should be established. The pricing model should be based on the telephone fee subsidy and supplemented by the phased cost subsidy. Fourth, in the promotion strategy, in the public relations aspect should establish the sale, the service, the experience trinity marketing pattern step by step; in the advertisement aspect, should find the accurate customer group with the fine pattern, through the targeted medium exerts the greatest utility.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F626
【引证文献】
相关硕士学位论文 前1条
1 邵雪娇;3G定制手机业务扩散模型研究[D];北京邮电大学;2012年
，本文编号：2197931
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