山西省太原市网通公司小灵通市场营销策略研究本科毕设论文.doc
《山西省太原市网通公司小灵通市场营销策略研究本科毕设论文.doc》由会员分享,可在线阅读,更多相关《山西省太原市网通公司小灵通市场营销策略研究本科毕设论文.doc(71页珍藏版)》请在咨信网上搜索。
1、山西省太原市网通公司小灵通市场营销策略研究、工商管理硕士学位论文硕士研究生毕业论文姓 名:导 师:专 业:研究方向:论文题目: 山西省太原市网通公司小灵通市场营销策略研究 亚洲(澳门)国际公开大学20XX年XX月致 谢本论文从酝酿、选题、构思、调研、写作到完成,历时半年多的时间,现在终于完成了。在这里,我真诚地对给予我支持、指导和帮助的所有老师表示感谢。首先,要感谢我的论文指导老师XX教授。她在市场销售和经济理论研究和实践方面有多年的经验。论文从选题到框架结构,从拟定提纲到最后成文,都是在导师的悉心指导下进行的,在论文开题之初,任老师就对我论文的开题报告提出了具体的修改意见。在论文完成初稿后,
2、又多次审阅,每次都给予了关键性的改进意见,使我得以顺利完成论文,谨向x老师表达深深的感谢!其次,我要感谢亚洲(澳门)国际公开大学参加论文评审的各位领导和老师。最后,我还感谢亚洲(澳门)国际公开大学以及负责教学管理老师的辛勤付出,使我们有机会在工作之余继续学习和提高。感谢所有帮助过我的老师、同学和朋友们!感谢家人的支持、帮助和理解!版权和参考文献的引用声明任何收存和保管本论文的单位和个人,未经本论文作者同意,不得将本论文转借他人,亦不得随意复制、抄录、拍照或以任何方式传播。否则,引起有碍作者著作权之问题,将可能承担法律责任。本文所引用的参考文献著作权归原作者所有The Statement Abo
3、ut Copyright and referenceAny receives and keeps with the storage present paper unit and individual, agreed without the present paper author, does not have present paper subtenancy other people, also not to have to duplicate at will, transcribing, the photograph or by any way dissemination. Otherwis
4、e, causes obstructs question of the author copyright, possibly will undertake the legal liability.The reference and copyright aoubt this article belong to the original author .中 文 摘 要自1998年中国电信西安通信公司提出利用现有的城市电话交换网络开发增值业务,大胆推出固定电话和移动电话相结合的便携式小灵通移动市话(又称无线市话业务)以来,山西省网通公司通过近几年的迅猛发展取得了巨大成功,2002年12月以后的发展达
5、到了鼎盛时期。然而自2004年以来,由于市场竞争(主要集中在太原移动公司与太原联通公司)及今年3G牌照的下发等诸多环境变化的影响,小灵通也面临着新的挑战,尤其是刚刚过去的2006年,移动公司推出的神州行充值返话费、动感地带资费大幅降价、联通公司的UP新势力“酷聊吧”资费全面下调,及预存话费送双模机等优惠活动使小灵通昔日廉价的资费优势已经被大大削弱,2007年的形势无疑又是雪上加霜。2月份以来,移动运营商开始在全国范围内逐步实施单向收费,而3G牌照的发放,固网运营商又在缩减设备的投资,小灵通业务发展受到了前所未有的考验。本文总结了我国小灵通通信市场的发展现状、特点和挑战,分析了太原网通公司小灵通
6、发展的市场现状、发展趋势和竞争形势,采取了SWOT分析方法深入分析了太原网通公司小灵通市场的竞争态势。在此基础上,对太原小灵通通信市场进行了细分,对不同性别、不同年龄段、不同职业的客户对太原网通市场上的小灵通资费的偏好进行了调查研究,据此对太原网通公司小灵通市场的发展潜力作出了科学的预测,指出随着市场竞争的日益加剧,外资企业的全面放开,今后太原网通公司小灵通的主要发展目标依托现有的转型产品将在城镇住宅用户中的老年人、妇女、小学生、及小型企业、临街商铺、批发市场中的营销人员、保险推销人员是将来的潜在用户群。太原网通公司必须细分用户群、调整价格策略、产品策略、拓展营销渠道,作好促销工作。并提出了太
7、原网通公司要继续保持或扩大市场优势应在营销策略与服务质量上采取的对策。太原网通公司CS策略现推出“亲情一家”同号等一系列转型产品,针对的用户群是住宅用户,商务用户,就是充分重视分析了与客户的每一个接触点,动态地把握用户的消费心理及消费趋向,灵活科学地制定了适合不同用户群的价格标准,还定期、定量、综合测定顾客满意度;同时提高太原网通公司的网络质量,把小灵通做为有移动手机用户的辅助与补充,选择适当的媒体组合和宣传方式,实施整合传播;进一步借助现代销售方式,广泛利用商业零售营销网络,加大对代理商的监管力度,把策略定位在“抓住中端用户、带动低端用户、争夺高端用户”来拓展营销渠道。关键词:太原网通 小灵
8、通(无线市话 PHS) 竞争AbstractFrom 1998 Chinese Telecommunication Xian Bureau proposed the existing city telephone exchange network develop increment service, boldly promotes the portable “Small Quick” motion public opinion which the fixed telephone and the mobile phone unify (since to call Personal Handy P
9、hone System, Abbreviation is PHS), the Shanxi Province Netcom Corporation obtain the huge success through in recent years swift and violent development, in 2002 December later development has achieved the prosperous time in particular. However since 2004, because the market competition (mainly conce
10、ntrates in Taiyuan Mobile Corporation and Taiyuan Unicom Corporation) and this year 3G license plate after-crops and so on many environmental variations the influence, PHS is also facing the new challenge, just passed in particular in 2006, the Mobile Corporation promoted the “Shenzhouxing” sufficie
11、nt value returned the speech expense, “DongGanDiDai”fees large drop, the Union Corporration s “UP new influence ”、“very chats” fees comprehensive decline, and saved speech expense to deliver the preferential benefit activities and so on the double model mobile in advance to cause the PHS former days
12、 inexpensive fees superiority already greatly to weaken, 2007 situation also was without doubt one misfortune after another.Since February, motion operation business has started in the nationwide scale to implement the unidirectional charge gradually, but the 3G license plate provide, the fixed net
13、operation business is reducing the equipment the investment, the PHS service development has received the unprecedented test.This article summarized our country PHS correspondence market development present situation, the characteristic and the challenge, has analyzed the Taiyuan Netcom Corporation
14、PHS development market present situation, the trend of development and the competition situation, adopted the SWOT analysis method thoroughly to analyze the Taiyuan Netcom Corporation PHS market competition situation.In this foundation, has carried on the segmentation to the Taiyuan PHS corresponden
15、ce market, to the different sex, the disparity in age section, in the different occupation customer has conducted the investigation and study by chance to Taiyuan c PHS fees, according to the above has made the science forecast to the Taiyuan Netcom Corporation PHS market development potential, poin
16、ted out along with the market competition daily aggravating, the overseas-funded enterprise lets loose comprehensively, the next Taiyuan Netcom Corporation PHS main development targets will depend on the existing reforming product in the cities housing users senior citizen, the woman, the elementary
17、 student, and the small business, the store, the wholesale market marketing personnel, the insurance Salesmen will beFuture latent user group.Taiyuan Netcom Corporation must subdivide the user group, the adjustment price strategy, the product strategy, the development marketing channel, finishes the
18、 promotion work. And proposed Taiyuan Netcom Corporation must continue to maintain or expands the market superiority to be supposed the countermeasure which adopts in the marketing strategy and the grade of service.The Taiyuan Netcom Corporation CS strategy presently promotes “Dear Ones One” the sam
19、e number and so on a series of reforming product, in view of is the user group is the housing user, the commercial user, was takes to analyze fully with customer each contact point, dynamic grasped the user the expense psychology and the expense trend, scientifically formulated nimbly has suited the
20、 different user group the price standard, but also regular, the quota, the synthesis determined the customer degree of satisfaction; Simultaneously enhances Taiyuan Netcom Corporation the network quality, PHS as the motion handset users assistance and the supplement, chooses the suitable media combi
21、nation and the propaganda way, the implementation conformity dissemination; Further draws support from the modern sale way, widely uses the commercial retail sales marketing network, enlarges to business agents supervising and managing dynamics, locates the strategy in “holds the end user, leads the
22、 low end user, competes the high end user” to develop the marketing channel.KEY WORDS:Taiyuan Netcom Corporation Personal Handy Phone System The expense 目 录致 谢2版权和参考文献的引用声明2The Statement About Copyright and reference2中 文 摘 要3Abstract4第一章 绪 论91.1研究背景及意义91.2 本文的研究方法91.3 主要研究内容及研究思路10第二章 理论综述122.1市场营销管
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- 山西省 太原市 网通 公司 小灵通 市场营销 策略 研究 本科 论文
1、咨信平台为文档C2C交易模式,即用户上传的文档直接被用户下载,收益归上传人(含作者)所有;本站仅是提供信息存储空间和展示预览,仅对用户上传内容的表现方式做保护处理,对上载内容不做任何修改或编辑。所展示的作品文档包括内容和图片全部来源于网络用户和作者上传投稿,我们不确定上传用户享有完全著作权,根据《信息网络传播权保护条例》,如果侵犯了您的版权、权益或隐私,请联系我们,核实后会尽快下架及时删除,并可随时和客服了解处理情况,尊重保护知识产权我们共同努力。
2、文档的总页数、文档格式和文档大小以系统显示为准(内容中显示的页数不一定正确),网站客服只以系统显示的页数、文件格式、文档大小作为仲裁依据,平台无法对文档的真实性、完整性、权威性、准确性、专业性及其观点立场做任何保证或承诺,下载前须认真查看,确认无误后再购买,务必慎重购买;若有违法违纪将进行移交司法处理,若涉侵权平台将进行基本处罚并下架。
3、本站所有内容均由用户上传,付费前请自行鉴别,如您付费,意味着您已接受本站规则且自行承担风险,本站不进行额外附加服务,虚拟产品一经售出概不退款(未进行购买下载可退充值款),文档一经付费(服务费)、不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
4、如你看到网页展示的文档有www.zixin.com.cn水印,是因预览和防盗链等技术需要对页面进行转换压缩成图而已,我们并不对上传的文档进行任何编辑或修改,文档下载后都不会有水印标识(原文档上传前个别存留的除外),下载后原文更清晰;试题试卷类文档,如果标题没有明确说明有答案则都视为没有答案,请知晓;PPT和DOC文档可被视为“模板”,允许上传人保留章节、目录结构的情况下删减部份的内容;PDF文档不管是原文档转换或图片扫描而得,本站不作要求视为允许,下载前自行私信或留言给上传者【可****】。
5、本文档所展示的图片、画像、字体、音乐的版权可能需版权方额外授权,请谨慎使用;网站提供的党政主题相关内容(国旗、国徽、党徽--等)目的在于配合国家政策宣传,仅限个人学习分享使用,禁止用于任何广告和商用目的。
6、文档遇到问题,请及时私信或留言给本站上传会员【可****】,需本站解决可联系【 微信客服】、【 QQ客服】,若有其他问题请点击或扫码反馈【 服务填表】;文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“【 版权申诉】”(推荐),意见反馈和侵权处理邮箱:1219186828@qq.com;也可以拔打客服电话:4008-655-100;投诉/维权电话:4009-655-100。