本文關(guān)鍵詞： H公司 校園營(yíng)銷活動(dòng) 價(jià)值評(píng)估　出處：《北方工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著我國(guó)通訊業(yè)的不斷重組和改革,國(guó)內(nèi)各大電信運(yùn)營(yíng)商在諸多細(xì)分市場(chǎng)內(nèi)均展開了激烈的競(jìng)爭(zhēng)。大數(shù)據(jù)和物聯(lián)網(wǎng)等一系列新興事物的涌現(xiàn),對(duì)于電信運(yùn)營(yíng)商來說,無疑帶來了巨大的消費(fèi)潛力,勢(shì)必會(huì)為電信運(yùn)營(yíng)商轉(zhuǎn)變營(yíng)銷方式以及營(yíng)銷活動(dòng)帶來一定的契機(jī)。校園市場(chǎng)作為電信運(yùn)營(yíng)商諸多市場(chǎng)不可缺少的一部分,評(píng)估其營(yíng)銷活動(dòng)價(jià)值是確定校園市場(chǎng)發(fā)展戰(zhàn)略的關(guān)鍵一步。本文以案例研究的方式,深入中國(guó)移動(dòng)H公司校園市場(chǎng),對(duì)公司開展的預(yù)存贈(zèng)送、終端捆綁以及實(shí)物促銷等三種校園營(yíng)銷活動(dòng)與非校園營(yíng)銷活動(dòng)進(jìn)行對(duì)比分析。根據(jù)調(diào)研情況,本文構(gòu)建了針對(duì)中國(guó)移動(dòng)H公司校園營(yíng)銷活動(dòng)的價(jià)值評(píng)估體系,并且將相關(guān)樣本數(shù)據(jù)帶入價(jià)值評(píng)估體系中進(jìn)行研究分析。研究結(jié)果顯示,在中國(guó)移動(dòng)H公司校園市場(chǎng)中,校園營(yíng)銷活動(dòng)產(chǎn)生的直接價(jià)值小于非校園營(yíng)銷活動(dòng)帶來的直接價(jià)值,然而在增加粘性價(jià)值和戰(zhàn)略價(jià)值方面,校園營(yíng)銷活動(dòng)要強(qiáng)于非校園營(yíng)銷活動(dòng)。此外,預(yù)存贈(zèng)送營(yíng)銷活動(dòng)的直接價(jià)值小于終端捆綁、實(shí)物促銷這兩種營(yíng)銷活動(dòng),而在計(jì)算三種營(yíng)銷活動(dòng)的粘性價(jià)值和戰(zhàn)略價(jià)值時(shí),預(yù)存贈(zèng)送營(yíng)銷活動(dòng)產(chǎn)生的價(jià)值顯著強(qiáng)于其他兩種營(yíng)銷活動(dòng)。因此,本文建議包括中國(guó)移動(dòng)H公司在內(nèi)的電信運(yùn)營(yíng)商能夠在參考當(dāng)?shù)匦@市場(chǎng)的情況下,大力發(fā)展校園營(yíng)銷活動(dòng),尤其是預(yù)存贈(zèng)送這一營(yíng)銷活動(dòng)。與此同時(shí),公司應(yīng)適當(dāng)加強(qiáng)校園營(yíng)銷活動(dòng)宣傳力度,制定合理的營(yíng)銷策略,并且完善內(nèi)部管理流程,以此提升校園市場(chǎng)的整體價(jià)值。
[Abstract]:With the continuous restructuring and reform of the communications industry in China, the major domestic telecommunications operators in many segments of the market have launched fierce competition. Big data and the Internet of things and a series of emerging things emerged. For telecom operators, there is no doubt that there is a huge consumer potential. It is bound to bring a certain opportunity for telecom operators to change their marketing methods and marketing activities. The campus market is an indispensable part of many telecom operators' markets. Evaluation of the value of its marketing activities is a key step to determine the campus market development strategy. This paper uses a case study to go deep into the campus market of China Mobile H Company and give away pre-storage to the company. Three kinds of campus marketing activities, such as terminal binding and physical promotion, are compared with non-campus marketing activities. According to the investigation situation, this paper constructs a value evaluation system for the campus marketing activities of China Mobile H Company. And the relevant sample data into the value evaluation system for research and analysis. The results show that in the campus market of China Mobile H Company. Campus marketing activities produce less direct value than non-campus marketing activities, however, campus marketing activities are stronger than non-campus marketing activities in terms of increasing sticky value and strategic value. The direct value of pre-stored gift marketing activities is smaller than that of terminal bundling, and the two marketing activities are physical promotion, while calculating the viscous value and strategic value of the three marketing activities. The value generated by pre-storage marketing activities is significantly stronger than the other two marketing activities. Therefore, this paper suggests that telecom operators, including China Mobile H Company, can refer to the local campus market. At the same time, the company should strengthen the propaganda of campus marketing activities, formulate reasonable marketing strategies, and improve the internal management process. In order to enhance the overall value of the campus market.
【學(xué)位授予單位】：北方工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F626;F274

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本文編號(hào)：1471031