本文選題：新競爭態(tài)勢(shì)　切入點(diǎn)：全業(yè)務(wù)　出處：《蘭州大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：伴隨著社會(huì)經(jīng)濟(jì)的飛速發(fā)展,移動(dòng)通信技術(shù)與時(shí)俱進(jìn),扮演著重要的IT角色。2008年,國家進(jìn)行了電信體制改革,通過合并重組等方式,形成了三家通信運(yùn)營商競爭發(fā)展的格局,2011年,國家十二五規(guī)劃發(fā)展綱要頒布,三家通信運(yùn)營商都開始了面向全業(yè)務(wù)經(jīng)營的轉(zhuǎn)型和創(chuàng)新發(fā)展之路。但是由于政府對(duì)各運(yùn)營商發(fā)放經(jīng)營牌照經(jīng)營范圍的不同,中國移動(dòng)與中國聯(lián)通、中國電信在全業(yè)務(wù)發(fā)展上差距較遠(yuǎn),如何在當(dāng)前新形勢(shì)下充分發(fā)揮中國移動(dòng)移動(dòng)信息專家優(yōu)勢(shì)來進(jìn)行全業(yè)務(wù)營銷,對(duì)轉(zhuǎn)型發(fā)展至關(guān)重要。 本文以營銷管理理論為基礎(chǔ),在對(duì)嘉峪關(guān)市移動(dòng)公司面臨的內(nèi)外部環(huán)境,特別新競爭環(huán)境做全面分析的同時(shí),制定了嘉峪關(guān)移動(dòng)公司目標(biāo)市場營銷戰(zhàn)略,進(jìn)而從產(chǎn)品、價(jià)格、渠道、促銷4個(gè)方面提出了系統(tǒng)的營銷策略,并從組織保障和過程控制角度論述了營銷策略的執(zhí)行與控制問題,以期對(duì)嘉峪關(guān)公司在新競爭態(tài)勢(shì)的全業(yè)務(wù)運(yùn)營提供指導(dǎo),也為國內(nèi)同行業(yè)的其他公司提供借鑒。
[Abstract]:With the rapid development of social economy, mobile communication technology is advancing with the times and playing an important role in IT. In 2011, the 12th Five-Year Plan of the State promulgated a development outline for the competition and development of three telecommunications operators. All three telecom operators have embarked on the transition and innovative development road towards full-service operations. However, due to the difference in the scope of business licenses issued by the government to the operators, China Mobile and China Unicom, China Telecom is far behind in the development of full-service. How to give full play to the advantages of China Mobile Information specialist in the new situation to carry out full-service marketing is of great importance to the transformation and development of China Telecom. Based on the theory of marketing management, this paper makes a comprehensive analysis of the internal and external environment, especially the new competition environment facing Jiayuguan mobile company, and formulates the target marketing strategy of Jiayuguan mobile company, and then from the product, price, This paper puts forward the systematic marketing strategy from four aspects of channel and promotion, and discusses the implementation and control of the marketing strategy from the angle of organization guarantee and process control, in order to provide guidance for Jiayuguan Company's whole business operation in the new competition situation. Also for the domestic industry of other companies to provide reference.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F626

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