基于营销工程理论下的移动通信企业市场营销策略研究

发布时间：2018-11-04 07:47

【摘要】： 随着我国移动通信行业竞争格局的形成,移动通信企业间的市场竞争日益激烈。要想在激烈的竞争中取胜,必须制定科学有效的营销策略。然而,目前我国移动通信市场出现了一些新的问题,例如用户数量继续增长,但增速下降;总体业务收入上升,但ARPU值持续下滑等。这说明目前的营销策略以及策略的制定存在问题。长期以来,移动通信市场营销策略的制定一直围绕着4Ps展开,以定性分析方法为主。但是,随着竞争的日趋激烈和营销理论的演进,传统的营销策略制定方法已经不能满足需要。因此,必须应用新的营销理论来指导移动通信企业的营销实践。本文对营销工程理论进行了综述,以营销工程理论作为理论基础,将营销工程理论引入移动通信企业营销领域。首先分析了移动通信行业的宏观环境,运用波特模型对移动通信企业市场营销环境进行了深入系统的分析,进而提出了移动通信企业构建营销工程体系的必要性,构建了移动通信企业营销工程体系。然后应用营销工程理论,运用定性与定量相结合的分析方法对移动通信企业的营销策略进行了分析,通过营销工程模型重点分析了移动通信企业的市场需求、市场细分与目标市场定位,在分析影响市场需求因素的基础上,预测了移动通信用户的发展规模,更加清晰地定位了企业的目标市场。本文对移动通信产品、价格、渠道、促销策略进行了重点研究,指出并分析了目前的营销组合策略中存在的问题,在此基础上,应用知觉图的概念,对资费套餐进行了设计与定位,设计了移动通信品牌竞争力测评模型,提出了差异化的价格竞争策略,设计了移动通信企业渠道整体工程解决方案,应用广告决策模型,提出了相应的促销策略。最后,提出了移动通信企业营销工程的实施与监控方法。本文的研究解决了传统营销策略制定中以模型为主的定量分析不足的缺点,对相关企业的营销实践有重要指导意义。
[Abstract]:With the formation of competition pattern in China's mobile communication industry, the market competition among mobile communication enterprises is becoming increasingly fierce. In order to win in the fierce competition, must formulate the scientific and effective marketing strategy. However, at present, there are some new problems in China's mobile communication market, such as the continued growth of the number of users, but the decline of the growth rate; the overall business revenue increases, but the ARPU value continues to decline, and so on. This shows that the current marketing strategy and the formulation of the strategy there are problems. For a long time, mobile communication marketing strategy has been around the 4Ps, qualitative analysis method is the main. However, with the increasingly fierce competition and the evolution of marketing theory, the traditional marketing strategy formulation method can not meet the needs. Therefore, we must apply the new marketing theory to guide the marketing practice of mobile communication enterprises. In this paper, the theory of marketing engineering is summarized. Based on the theory of marketing engineering, the theory of marketing engineering is introduced into the field of marketing of mobile communication enterprises. Firstly, the macro environment of mobile communication industry is analyzed, and the marketing environment of mobile communication enterprises is analyzed systematically by using Porter model, and the necessity of constructing marketing engineering system for mobile communication enterprises is put forward. The marketing engineering system of mobile communication enterprise is constructed. Then the marketing strategy of mobile communication enterprises is analyzed by using the theory of marketing engineering and the method of combining qualitative and quantitative analysis, and the market demand of mobile communication enterprises is analyzed emphatically through the model of marketing engineering. Market segmentation and target market positioning, based on the analysis of the factors affecting market demand, the development scale of mobile communication users is predicted, and the target market of enterprises is more clearly positioned. This paper focuses on the research of mobile communication products, prices, channels and promotion strategies, points out and analyzes the problems existing in the current marketing mix strategy, and then applies the concept of perceptual graph. This paper designs and orientates the tariff package, designs the evaluation model of mobile communication brand competitiveness, puts forward the differentiated price competition strategy, designs the overall engineering solution for the channel of mobile communication enterprises, and applies the advertising decision model. The corresponding promotion strategy is put forward. Finally, the implementation and monitoring method of mobile communication enterprise marketing engineering are put forward. The research in this paper solves the shortcomings of quantitative analysis based on model in the traditional marketing strategy making, and has important guiding significance to the marketing practice of related enterprises.
【学位授予单位】：沈阳工业大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F274;F626

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