本文關(guān)鍵詞： 移動(dòng)互聯(lián)網(wǎng) 產(chǎn)品策略 品牌策略 促銷策略 渠道策略　出處：《南京理工大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)時(shí)代的到來(lái),原有的通信運(yùn)營(yíng)模式已經(jīng)不能適應(yīng)要求,需要建立新的運(yùn)營(yíng)模式。對(duì)于各通信運(yùn)營(yíng)商來(lái)說(shuō),這既是機(jī)遇,也是挑戰(zhàn),而中國(guó)電信自2008年10月份起正式獲得移動(dòng)牌照,作為移動(dòng)業(yè)務(wù)市場(chǎng)的新進(jìn)入者,面對(duì)電信市場(chǎng)已經(jīng)進(jìn)入全業(yè)務(wù)全面競(jìng)爭(zhēng)的格局,A電信公司在發(fā)展自身業(yè)務(wù)的同時(shí),也受到其他運(yùn)營(yíng)商的挑戰(zhàn),而移動(dòng)互聯(lián)網(wǎng)這一業(yè)務(wù)領(lǐng)域面對(duì)的競(jìng)爭(zhēng)是最激烈的。 對(duì)于A電信公司而言,移動(dòng)互聯(lián)網(wǎng)和全業(yè)務(wù)經(jīng)營(yíng)徹底改變了固網(wǎng)時(shí)代單一的、相對(duì)封閉的經(jīng)營(yíng)模式,極大地增加了營(yíng)銷策略優(yōu)化的復(fù)雜性。因此需要加強(qiáng)統(tǒng)籌協(xié)調(diào),形成各區(qū)域、各專業(yè)、各項(xiàng)重點(diǎn)業(yè)務(wù)均衡發(fā)展、協(xié)調(diào)發(fā)展的局面,實(shí)現(xiàn)經(jīng)營(yíng)發(fā)展的優(yōu)化。 本文從分析我國(guó)移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)發(fā)展的大背景著手,分析對(duì)電信公司營(yíng)銷策略進(jìn)行研究的必要性,介紹了當(dāng)前企業(yè)戰(zhàn)略、市場(chǎng)營(yíng)銷理論的發(fā)展情況及品牌定位的理論和相關(guān)方法。進(jìn)而運(yùn)用理論與案例分析相結(jié)合,在詳細(xì)介紹分析A電信公司營(yíng)銷環(huán)境的基礎(chǔ)上,進(jìn)一步對(duì)A電信公司營(yíng)銷環(huán)境進(jìn)行SWOT分析,指出其在產(chǎn)品策略、價(jià)格策略、促銷策略、渠道策略的現(xiàn)狀及問(wèn)題,提出了A電信公司在經(jīng)營(yíng)移動(dòng)互聯(lián)網(wǎng)業(yè)務(wù)時(shí)應(yīng)采取的戰(zhàn)略思路。
[Abstract]:With the arrival of the mobile Internet era, the original communication operation mode has been unable to adapt to the requirements, it needs to establish a new operation model. For the communication operators, this is not only an opportunity, but also a challenge. Since October 2008, China Telecom has been officially granted a mobile license. As a new entrant to the mobile service market, facing the situation that the telecommunications market has entered the overall competition of the whole business, China Telecom Company is developing its own business at the same time. Is also challenged by other operators, and mobile Internet, the business area is facing the most fierce competition. For A telecom company, mobile Internet and full-service operation have completely changed the single, relatively closed business model in the fixed network era, which has greatly increased the complexity of marketing strategy optimization. Form a balanced development of each region, major, key business, coordinate development, realize the optimization of business development. This paper analyzes the background of the development of mobile Internet business in China, analyzes the necessity of research on the marketing strategy of telecom companies, and introduces the current enterprise strategy. The development of marketing theory and brand positioning theory and related methods. Then, combining the theory with the case analysis, on the basis of introducing and analyzing the marketing environment of A telecom company in detail, This paper further analyzes the marketing environment of A telecom company by SWOT, points out the present situation and problems of its product strategy, price strategy, promotion strategy and channel strategy, and puts forward the strategic thinking that A telecom company should adopt when operating mobile Internet business.
【學(xué)位授予單位】：南京理工大學(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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