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论文编号：	10777
作者编号：	2120163002
上传时间：	2018/12/10 15:21:40
中文题目：	T市移动家庭宽带营销策略的优化研究
英文题目：	Research on Optimization of Home Broadband Marketing Strategy in China?Mobile?Group?T?Company?Limited
指导老师：	石鉴
中文关键字：	家庭宽带；营销策略；4P理论；7Ps理论
英文关键字：	Home Broadband; Marketing Strategy; 4P; 7Ps
中文摘要：	随着国务院发布了“宽带中国”战略实施方案，宽带网络已经成为我国经济社会发展的战略性公共基础设施，行业发展空间较大。同时移动互联网市场的蓬勃发展和 4G 网络的成熟使用，电信业务量增幅虽然节节攀升，但电信业务收入增幅远不及电信业务量增幅，电信业务收入增长乏力。在国内环境和行业环境的双重影响下，三家运营商都在大力发展家庭宽带业务，以家庭宽带为基础，稳定移动手机客户在网；同时在家庭宽带增值业务上寻找突破口，逐步培养成为新的利润增长点。 由于中国移动于2013年末才允许正式进入家庭光宽带市场，并且T市移动于2014年末才开始布局家庭宽带发展，起步较晚，网络覆盖、产品体系、渠道机构和功能和内部组织资源等方面，与竞争对手相比有极大的差距。同时T市联通公司凭借“携号转网”政策及家客宽带全覆盖的网络优势，不断抢挖T市移动公司客户，使T市移动公司客户市场份额逐年下滑。T市移动家庭宽带发展面临着严峻挑战。 本论文通过查阅相关文献掌握了国内外通信市场营销、宽带技术等相关理论知识，运用PEST工具分析了家庭宽带行业的背景，同时用SWOT分析工具分析了T市移动在宽带发展中的竞争形势和竞争优、劣势和竞争机遇和挑战。结合4P理论及其发展出来的7Ps理论和精准营销理论，对现有的发展情况作出了分析研究、指出了现有营销策略中存在的问题，并探索出一套适合T市移动家庭宽带发展的营销策略，包含产品体系丰富策略、渠道策略、促销策略、人员策略及宽带流程策略，为T市移动家庭宽带的建设和销售提供了思路和建议。同时提出了配合营销策略顺利实行的基础保障、组织保障、技术支撑意见，从而使T市移动在家庭宽带各方面能力都落后于竞争对手的情况下，快速提升各方面竞争能力，抢占宽带新兴市场和抢挖宽带存量市场，从而稳定移动手机客户在网，稳定公司收入，保持公司的可持续发展。
英文摘要：	With the strategic implementation plan of "broadband China" issued by the State Council, the broadband network has become a strategic public infrastructure for China's economic and social development, therefore the industry has a lot of room to grow. At the same time, both the booming of the mobile Internet market and the mature usage of the 4G network promote the rapid growth of the telecom business. However, the growth of the income from the telecom business is not only much slower than that of the telecom business volume, but also indeed weak. Under the dual influence of the domestic environment and the industrial environment, all of the three operators are developing their in-home broadband service in order to stabilize the mobile phone customers. At the same time, they are looking for some new profit growth in home broadband value-added services. China Mobile was allowed to enter the home broadband market at the end of 2013, and China Mobile Group T Company Limited (hereinafter referred to as CMTT) only started to lay out the development of household broadband at the end of 2014. With this late start, there is a huge gap for China Mobile compared with its competitors in network coverage, product system, capacity of channel and internal resources. At the same time, relying both on the policy of “Mobile Number Portability” and on the advantage of network coverage in broadband, CUTT is constantly stealing customers from CMTT, which resulted in the decrease in the market share of CMTT year by year. So, CMTT faces serious challenges in the development of home broadband. In this study, by acquiring related knowledge and theories of the domestic and foreign marketing in communications industry and broadband technology, the author analyzed the background of the home broadband industry with the PEST model, and also did analysis of the competitive situation of broadband development, strength and challenges of CMTT by SWOT model. Based on the theory of 4P, 7Ps and precision marketing, the author has analyzed the current development situation, pointed out the existing problems in the marketing strategies, and designed a set of marketing strategies suitable for the home broadband development of CMTT, which includes product strategy, price strategy, place strategy, promotion strategy, participants strategy and process strategy. This has given ideas and suggestions for the growth of coverage and sale in CMTT home broadband. In this study, the author also proposes the basic guarantee, organizational support and technical support for the successful implementation of marketing strategies, which allows CMTT to rapidly improve its competitiveness in all aspects when it is far behind its competitors in broadband capabilities. In this way, CMTT will be able to seize the emerging broadband market and tap the broadband stock market, so as to stabilize the mobile phone customers in the network, stabilize the company's income and maintain the company's sustainable development.
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