發(fā)布時(shí)間：2018-04-15 12:47

  本文選題：渠道策略 + 集團(tuán)客戶行業(yè)策略　； 參考：《哈爾濱理工大學(xué)》2012年碩士論文

【摘要】：本文通過對(duì)中國(guó)聯(lián)通第三代移動(dòng)通信3G網(wǎng)絡(luò)外部營(yíng)銷環(huán)境以及內(nèi)部營(yíng)銷環(huán)境的研究分析，得出適合中國(guó)聯(lián)通的WCDMA第三代移動(dòng)通信網(wǎng)絡(luò)的細(xì)分市場(chǎng)及目標(biāo)客戶群。同時(shí)，通過對(duì)聯(lián)通3G產(chǎn)品推廣策略和營(yíng)銷策略的研究，深入了解WCDMA移動(dòng)通信網(wǎng)絡(luò)的業(yè)務(wù)能力的特點(diǎn)，使?fàn)I銷服務(wù)人員能更好地為客戶推介3G業(yè)務(wù)，為通信運(yùn)營(yíng)企業(yè)推廣新產(chǎn)品提供支撐。 本選題針對(duì)吉林市中國(guó)電信市場(chǎng)發(fā)展現(xiàn)狀、營(yíng)銷環(huán)境及電信市場(chǎng)營(yíng)銷存在的問題進(jìn)行了理論研究和分析，對(duì)3G環(huán)境下，吉林市聯(lián)通的發(fā)展策略和企業(yè)市場(chǎng)營(yíng)銷策略進(jìn)行較為系統(tǒng)的研究和論述，從而為吉林市的聯(lián)通公司迎接未來的市場(chǎng)競(jìng)爭(zhēng)、獲取持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)，提高市場(chǎng)營(yíng)銷策略的科學(xué)性和有效性提供了建設(shè)性意見，為我國(guó)的電信事業(yè)的發(fā)展帶來啟發(fā)性的影響。 針對(duì)渠道發(fā)展策略方面，創(chuàng)新性地劃分為社會(huì)渠道策略、集團(tuán)客戶行業(yè)策略、個(gè)人客戶策略和呼叫中心策略，從銷售體系的角度給予3G產(chǎn)品推廣以全力支撐和保障，，針對(duì)于不同的客戶群制定不同的推廣策略，最大化優(yōu)化了渠道結(jié)構(gòu)，完善了渠道體系，全面地提高了渠道效能。
[Abstract]:Through the research and analysis of the external marketing environment and internal marketing environment of 3G mobile communication network of China Unicom, this paper obtains the subdivision market and target customer group of WCDMA third generation mobile communication network suitable for China Unicom.At the same time, through the research of Unicom's 3G product promotion strategy and marketing strategy, we can deeply understand the characteristics of WCDMA mobile communication network's service ability, so that the marketing service personnel can better recommend 3G service to customers.Provide support for communication operation enterprises to promote new products.This topic has carried on the theoretical research and the analysis to the Jilin City China telecommunication market development present situation, the marketing environment and the telecommunication marketing existence question, has carried on the theory research and the analysis to the 3G environment,The development strategy and marketing strategy of Jilin City Unicom are studied and discussed systematically, so that the Unicom Company of Jilin City can meet the market competition in the future and obtain the sustainable competitive advantage.Improving the scientific and effective marketing strategy provides constructive advice and brings enlightening influence to the development of telecommunication industry in China.In terms of channel development strategy, innovative division is divided into social channel strategy, group customer industry strategy, individual customer strategy and call center strategy. From the perspective of sales system, 3G product promotion is fully supported and guaranteed.Aiming at different customer groups, it makes different promotion strategies, maximizes the channel structure, perfects the channel system, and improves the channel efficiency.
【學(xué)位授予單位】：哈爾濱理工大學(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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本文編號(hào)：1754172