【摘要】：隨著電信行業(yè)進(jìn)入了全新的全業(yè)務(wù)運(yùn)營(yíng)時(shí)代。甘肅移動(dòng)目前已經(jīng)進(jìn)入了企業(yè)發(fā)展的瓶頸期,傳統(tǒng)語音業(yè)務(wù)快速萎縮,移動(dòng)數(shù)據(jù)流量業(yè)務(wù)爆發(fā)式發(fā)展,用手機(jī)終端上網(wǎng)沖浪,或者通過手機(jī)應(yīng)用軟件接入互聯(lián)網(wǎng)的用戶已經(jīng)成為大部分用戶生活必不可少的一種生活方式,數(shù)據(jù)流量逐漸成為甘肅移動(dòng)收入增長(zhǎng)的新驅(qū)動(dòng)力。 本論文分析了甘肅移動(dòng)內(nèi)部、外部激烈變異的競(jìng)爭(zhēng)發(fā)展環(huán)境,針對(duì)甘肅區(qū)域性的特點(diǎn),和甘肅移動(dòng)及數(shù)據(jù)流量業(yè)務(wù)發(fā)展快速的基本情況,而區(qū)域內(nèi)部良好的先決競(jìng)爭(zhēng)環(huán)境,從通信行業(yè)發(fā)展現(xiàn)狀、行業(yè)政策環(huán)境、省內(nèi)電信運(yùn)營(yíng)商競(jìng)爭(zhēng)態(tài)勢(shì)、區(qū)域移動(dòng)通信消費(fèi)需求分析等綜合環(huán)境與運(yùn)營(yíng)流程出發(fā),借鑒國(guó)外通信行業(yè)競(jìng)爭(zhēng)戰(zhàn)略,運(yùn)用SWOT理論進(jìn)行分析,指出了當(dāng)前流量經(jīng)營(yíng)中存在的網(wǎng)絡(luò)質(zhì)量下降、“增量不增收”、少數(shù)人成為“耗損大戶”、2G網(wǎng)絡(luò)壓力過大、客戶投訴增加等問題,并對(duì)問題的成因做了詳細(xì)的分析,圍繞如何做好手機(jī)數(shù)據(jù)流量經(jīng)營(yíng),提出了手機(jī)數(shù)據(jù)流量的網(wǎng)絡(luò)支撐和產(chǎn)品提升措施、目標(biāo)客戶細(xì)分和精確化營(yíng)銷措施、新型資費(fèi)套餐設(shè)計(jì)和價(jià)格定價(jià)措施、渠道建設(shè)和體驗(yàn)式營(yíng)銷提升措施、手機(jī)終端營(yíng)銷等五個(gè)方面措施,論文最后對(duì)如何實(shí)施提升措施提出了幾點(diǎn)建議。
[Abstract]:As the telecommunications industry has entered a new era of full-service operation. Gansu Mobile has now entered the bottleneck period of enterprise development, with the rapid decline of traditional voice services, the explosive development of mobile data traffic services, and the use of mobile phone terminals to surf the Internet. Or access to the Internet through mobile phone applications has become an indispensable way of life for most users, data traffic has gradually become a new driving force for the growth of mobile revenue in Gansu Province. This paper analyzes the competitive development environment of Gansu Mobile's internal and external fierce variation, according to the regional characteristics of Gansu Province, and the basic situation of the rapid development of Gansu Mobile and data flow business, and the good competitive environment within the region. Starting from the present situation of the development of the communication industry, the policy environment of the industry, the competitive situation of the telecom operators in the province, the analysis of the consumption demand of the regional mobile communication, and so on, this paper draws lessons from the competitive strategy of the foreign communication industry and uses the SWOT theory to carry on the analysis. This paper points out the problems existing in the current traffic management, such as the decline of network quality, the decrease of "increment does not increase income", the fact that a few people become "big losers", the excessive pressure of 2G network, the increase of customer complaints, and so on, and makes a detailed analysis of the causes of the problems. Focusing on how to do a good job of mobile phone data flow management, this paper puts forward the network support and product promotion measures of mobile phone data flow, target customer segmentation and accurate marketing measures, new tariff package design and price pricing measures. Channel construction, experience marketing promotion measures, mobile phone terminal marketing and other five aspects of measures, the paper finally puts forward some suggestions on how to implement the promotion measures.
【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】：2013
【分類號(hào)】：F272.3;F626

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