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论文编号：	12203
作者编号：	2320180521
上传时间：	2020/12/15 9:10:47
中文题目：	天津电信智慧社区业务市场营销策略研究
英文题目：	Research on Marketing Strategy of Smart Community Business in Tianjin Telecom
指导老师：	杜建刚
中文关键字：	智慧社区；物业管理；7P市场营销策略；天津电信
英文关键字：	Smart community; Property management; 7P marketing strategy; Tianjin Telecom
中文摘要：	科技水平在不断前行，人们的生活水平也在随之持续提高，居民更安全、更便捷、更和谐的美好生活向往对社区的物业管理服务水平提出了更高的要求。当下国家大力推进智慧社区建设，天津电信公司基于中国电信集团从通信运营商转变为综合服务提供商的战略背景下，在全市范围内开始智慧社区的推广工作。由于我国智慧社区整体行业还处于早期发展阶段，行业尚存一些普遍的问题，天津电信智慧社区业务属于起步拓展阶段，所以制定和执行合理的市场营销策略有着重要的意义。 本文首先对研究背景和意义做了充分的分析。在相关理论回顾后，对智慧社区的行业和发展做出了详细分析。首先，在一般环境上，对政治、经济、社会、技术等因素进行了分析，对同处于产业环境中的主要竞争对手进行了对比，从而归纳出天津电信在智慧社区领域面临的机会和挑战。其次，对天津电信的智慧社区业务做了详细的介绍和分析，并运用市场营销STP分析框架对实际业务目标客户进行了分析，同时结合试点社区的市场调研分析结果总结出了天津电信智慧社区业务在市场营销过程中存在的问题。随后，本论文运用市场营销7Ps理论方法，结合目前业务推广的实际制定了市场营销策略。最后，针对制定的营销策略如何顺利的实施提出了保障措施。 通过本论文得到以下研究成果：一、深刻把握天津电信智慧社区业务的主要发展趋势和方向；二、详细分析了天津电信在智慧社区行业竞争中所面临的机会和威胁；三、对试点社区客户使用满意度进行了访谈式及问卷式调研，总结出营销过程中的现存问题；四、制定出一整套具有较高可行性的天津电信智慧社区业务市场营销策略。
英文摘要：	The level of science and technology is constantly moving forward,people’s living standards are also constantly improving, residents' yearning for a safer, more convenient and more harmonious life has put forward higher requirements for the property management service level of the community.At present, the country is vigorously promoting the construction of smart community. Under the strategic background of China Telecom Group's transformation from a communication operator to a comprehensive service provider, Tianjin Telecom started the promotion of smart community within the whole city.As the whole trade of smart community in China is still in the initial stage of development, there are still a lot of universal issues in the industry, and the Intelligent Community Business of Tianjin Telecom is just at the initial stage of expansion, so there is some uncertainty in the business development.Therefore, it is of great significance to formulate and implement reasonable marketing strategies. This paper first makes a full analysis of the research background and significance.After reviewing relevant theories, the industry and development of smart community are analyzed in detail.Firstly, in the general environment,the political, economic, social, technical and other factors are analyzed, and major competitors in the industrial environment are compared, so as to summarize the opportunities and challenges faced by Tianjin Telecom in the field of smart community.Secondly, the smart community business of Tianjin Telecom is introduced and analyzed in detail, and the target customer of practical business is summarized by using the marketing STP analytical framework. At the same time, the problems existing in the marketing process of the smart community business of Tianjin Telecom are summarized based on the market research and analysis results of the pilot communities.Subsequently, this paper uses the marketing 7Ps theory method, combined with the current business promotion of the actual development of marketing strategy.At length, put forward the safeguard measures for how to implement the marketing strategy smoothly. The following research results are obtained through this thesis: 1. Grasp the main development trend and direction of Tianjin Telecom smart community business; 2.It analyzes in detail the opportunities and threats faced by Tianjin Telecom in the smart community industry competition;3. Conduct an interview and questionnaire survey of customer satisfaction in the pilot community, and summarize the existing problems in the marketing process;4.Formulate a set of highly feasible marketing strategies for Tianjin Telecom smart community business.
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