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论文编号：	10717
作者编号：	2120162837
上传时间：	2018/12/9 10:10:29
中文题目：	天津移动窄带物联网营销策略研究
英文题目：	Research on the Marketing Strategy of Narrow Band Internet of Things in China Mobile Group Tianjin Corporation
指导老师：	石鉴
中文关键字：	窄带物联网;低功耗广域网;电信运营商;营销策略
英文关键字：	Narrow Band-Internet of Things;Low Power Wide Area Network;telecom operators; marketing strategy
中文摘要：	移动互联网飞速发展的今天，移动通信给越来越多的人提供了更多的快捷和便利。物联网技术更是时下热词，它不仅是移动通信领域的重要组成部分，而且在持续改变我们的日常生活。天津移动也在这一特定的历史时期面临诸多机遇和挑战。物联网市场的发展是天津移动实现战略发展目标的关键因素之一。 窄带物联网(NB-IoT)是物联网领域的重要分支，它具有低功耗、广覆盖、大连接、低成本等特性，是针对数据量小、终端连接数多的一种新兴物联网技术，着眼未来，NB-IoT是实现“物与物”连接，实现智慧城市构建的重要载体之一。天津移动NB-IoT自2017年开始布局，2018年5月3日正式发布商用，现阶段NB-IoT的营销策略有待探索。 论文运用PEST分析、SWOT分析等工商管理理论知识，分析天津移动在NB-IoT领域当前竞争环境下的机遇与挑战。基于上述分析，发现NB-IoT发展过程中存在的问题。论文结合NB-IoT的业务特性，完成用户的市场需求的梳理，聚焦技术成熟的市场，锁定目标客户群。针对不同用户的诉求，确定营销策略的制定的侧重点，探索出一套适用于天津移动窄带物联网发展的营销策略，包括产品策略、价格策略、渠道策略、促销策略。为保障营销策略得到有效实施，论文提出基础保障和组织保障，促进网络运营能力和人员的营销能力的提升。最后，论文对全文内容进行了总结，分析现有研究的不足，并为下一步营销策略的制定提出建议。
英文摘要：	With the sharp development of the mobile internet, mobile communication provides more convenience for more and more people. The concept of the Internet of Things has attracted much attention nowadays, not only recognized as one of the mobile communication, but also become a way that changing our daily life. China Mobile Group Tianjin Corporation also faces new opportunities and challenges under these specific circumstances. The development of Internet of Things market becomes one of the critical factor to achieve the strategic development goal of China Mobile Group Corporation. As an important branch in the field of Internet of Things, NB-IoT is one of the latest networking technology, especially in the situation of low data-rate and large amount of equipment. For the future, NB-IoT can enhanced smart city building. China Mobile Group Tianjin Corporation has started NB-IoT from 2017, and put into operation at May 3rd, 2018. At present, the marketing strategy of NB-IoT remains to be explored. This research applies the business management theory knowledge such as PEST analysis and SWOT analysis to analyze the opportunities and challenges of Tianjin Mobile in the current competitive environment of NB-IoT. Based on the above analysis, we find the problems in the development of NB-IoT. This paper combines the business characteristics of NB-IoT to sort out the market demands of users, focus on the market with mature technology, and lock in the target customer group. According to the demands of different users, we determine the focus of marketing strategy formulation, and explore a set of marketing strategies applicable to the development of NB-IoT, including product strategy, price strategy, place strategy and promotion strategy. In order to ensure the effective implementation of marketing strategies, this paper proposes the basic guarantee and organizational guarantee, aiming at the improvement of networking and personnel marketing ability. Finally, the paper summarizes the full text, analyzes the deficiencies of the research, and puts forward suggestions for the development of the marketing strategy in the future.
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