本文關(guān)鍵詞： 全業(yè)務(wù) 平頂山移動(dòng) 高校市場(chǎng) 營(yíng)銷策略　出處：《北京郵電大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：2008年5月24日,中國(guó)電信業(yè)重組方案正式公布,電信市場(chǎng)新的競(jìng)爭(zhēng)格局形成,中國(guó)移動(dòng)、中國(guó)聯(lián)通、中國(guó)電信開(kāi)始步入“三足鼎立”時(shí)期。2009年1月7日,中國(guó)工業(yè)和信息化部分別為三家電信運(yùn)營(yíng)商發(fā)放了三張第3代移動(dòng)通信牌照(3G牌照),這一舉措標(biāo)志著我國(guó)正式邁入3G時(shí)代,三家運(yùn)營(yíng)商全面開(kāi)始了全業(yè)務(wù)競(jìng)爭(zhēng)。 高校市場(chǎng)作為3G市場(chǎng)的一個(gè)重要目標(biāo)市場(chǎng),在全業(yè)務(wù)競(jìng)爭(zhēng)時(shí)代越來(lái)越受到各家運(yùn)營(yíng)商的重視。一方面,因高校市場(chǎng)巨大的市場(chǎng)開(kāi)發(fā)潛力,大學(xué)生作為最具探索性的一個(gè)群體,3G業(yè)務(wù)在高校的滲透率將遠(yuǎn)高于大眾市場(chǎng)；另一方面,毫無(wú)疑問(wèn),高校畢業(yè)生是運(yùn)營(yíng)商未來(lái)最重要的“高端客戶”潛在市場(chǎng),對(duì)電信運(yùn)營(yíng)商而言,高校學(xué)生的“潛在客戶價(jià)值”,無(wú)疑是運(yùn)營(yíng)商關(guān)注的重點(diǎn)。 2009年以來(lái),平頂山移動(dòng)高校市場(chǎng)占有率逐年下滑。平頂山移動(dòng)作為平頂山電信行業(yè)2G時(shí)代的主導(dǎo)運(yùn)營(yíng)商,如何在3G全業(yè)務(wù)運(yùn)營(yíng)時(shí)代,搶抓發(fā)展機(jī)遇,通過(guò)制定正確的業(yè)務(wù)發(fā)展策略,繼續(xù)在3G市場(chǎng)競(jìng)爭(zhēng)中保持主導(dǎo)競(jìng)爭(zhēng)優(yōu)勢(shì),意義重大。 本文主要以平頂山移動(dòng)為研究對(duì)象,綜合使用定性分析和定量分析的方法,對(duì)平頂山移動(dòng)高校市場(chǎng)所處的內(nèi)、外部環(huán)境,競(jìng)爭(zhēng)優(yōu)、劣勢(shì)進(jìn)行了深入分析,并通過(guò)市場(chǎng)調(diào)研的方式,調(diào)查和分析了高校市場(chǎng)消費(fèi)特征和消費(fèi)需求,提出了平頂山移動(dòng)在高校市場(chǎng)中的產(chǎn)品、價(jià)格、渠道、促銷等方面的營(yíng)銷策略,最后本文對(duì)營(yíng)銷策略的實(shí)施保障提出了相關(guān)建議。本文希望借對(duì)平頂山移動(dòng)高校市場(chǎng)的深入研究為其它地市高校市場(chǎng)的營(yíng)銷策略的制訂提供借鑒和幫助。
[Abstract]:In May 24, 2008, the China Telecom officially announced restructuring plans, the formation of a new pattern of competition in telecom market, China Mobile, China Unicom Chinese, China Telecom has entered a period of.2009 years in January 7th, a situation of tripartite confrontation "three telecom operators issued three licenses for third generation mobile communication industry and information technology Chinese part (3G license), this actionsymbolized China officially entered the 3G era, the three operators started the whole business competition.
The market as an important goal of the 3G market, in the whole business competition has attracted more and more attention of operators. On the one hand, because of the huge market potential of the market development, most college students as a group to explore the permeability of 3G business in Colleges and universities will be much higher than the mass market; on the other hand there is no doubt that, college graduates are the most important future high-end customers "operators" potential market for telecom operators, college students "potential customer value", is undoubtedly the focus of attention of operators.
Since 2009, the Pingdingshan mobile market share decline year by year. As Pingdingshan Pingdingshan mobile telecom industry 2G era leading operators, how to 3G in the period of business operations, seize the development opportunity, through the development of business development strategies to correct, in the 3G market competition to maintain a leading competitive advantage, of great significance.
This paper takes Pingdingshan mobile as the research object, analysis of the integrated use of qualitative and quantitative, the University of Pingdingshan mobile market, the external environment, the competitive advantages and disadvantages, in-depth analysis, and through market research, investigation and analysis of the high school market consumer characteristics and consumer demand, put forward Pingdingshan move in the university market in product, price, channel, promotion and other aspects of the marketing strategy, finally this paper puts forward related suggestions to safeguard the implementation of marketing strategies. This paper hopes to develop by in-depth study of Pingdingshan mobile market in Colleges and universities for other municipal college marketing strategy to provide reference and help.

【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F626

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本文編號(hào)：1464726