联系我们

论文查询结果	返回搜索

论文编号：	12298
作者编号：	2320180707
上传时间：	2021/3/4 11:17:50
中文题目：	青岛电信公司5G移动网络服务营销组合策略研究
英文题目：	Research on marketing strategy of 5G mobile network service of Qingdao Telecom Company
指导老师：	崔连广
中文关键字：	5G时代；中国电信青岛公司；服务营销；组合策略
英文关键字：	5G era；China Telecom Qingdao company；Service marketing；Combination strategy
中文摘要：	“服务即营销”的观念已经被越来越多的企业所认同，服务营销已成为服务型企业在当下激烈的市场竞争中有效的营销手段。中国电信青岛公司作为电信行业的主要践行者，如何能在5G时代通过服务营销策略的有效实施在与青岛联通、青岛移动、青岛广电的竞争中脱颖而出，占据更大的市场份额成为了青岛电信公司目前面临的最迫切的课题。本文在对服务营销理论、服务营销策略进行梳理的基础上，基于青岛电信目前的发展状况、面临的竞争环境分析，对5G时代中国电信青岛公司服务营销策略的选择及实施进行了研究。本文以服务营销学为理论基础，综合运用环境分析、STP理论、服务营销与营销组合策略的思想与方法，首先对中国电信青岛公司的发展概况和服务营销状况作出了分析，总结了中国电信青岛公司在目前的竞争市场中存在的问题与不足，以及对青岛电信目前所处的宏观环境及竞争者环境进行了分析，然后再结合5G通信发展的现状和未来的发展趋势以及电信未来的业务转型，运用SWOT分析框架总结了中国电信青岛公司在5G时代的优势、劣势以及面临的机会和威胁，从而制定了符合青岛电信公司目前5G移动业务发展的服务营销组合策略。最后，为了使制定的服务营销组合策略得以顺利落实，我们还从完善服务营销组织结构与制度、企业文化与人员保障、完善信息系统与服务补救体系三个方面提出了服务营销组合策略的实施保障措施。本文通过对这一研究的进行，将服务营销的理论基础运用到中国电信青岛公司5G服务营销中的各个环节，切实有效的解决目前5G服务营销的问题，以及适应其发展的策略方针。我们希望通过此文的研究能够对中国电信青岛公司在5G时代通过服务营销组合策略的施行在竞争中赢得优势地位提供重要的启示和指导，同时也希望能够为其他运营商在如何选择市场目标、制定适当的服务营销组合策略方面起到一定的参考和借鉴意义。
英文摘要：	The concept of "service is marketing" has been recognized by more and more enterprises. Service marketing has become an effective marketing means for service-oriented enterprises in the fierce market competition. As the main practitioner of the telecom industry, how can China Telecom Qingdao company stand out in the competition with Qingdao Unicom, Qingdao mobile, Qingdao radio and television through the effective implementation of service marketing strategy in the 5g era, and occupy a larger market share has become the most urgent task facing Qingdao telecom company. Based on the analysis of service marketing theory and service marketing strategy, this paper studies the selection and implementation of service marketing strategy of China Telecom Qingdao company in 5g era based on the analysis of the current development situation and competitive environment of Qingdao Telecom. Based on the theory of service marketing, combined with the current situation and future development trend of 5G communication and the future business transformation of Telecom, the SWOT analysis framework is used to summarize the strengths, weaknesses, opportunities and threats of China Telecom Qingdao company in the 5g era, so as to formulate the service marketing mix strategy in line with the current 5g Mobile business development of Qingdao Telecom It is omitted. Finally, in order to implement the service marketing mix strategy smoothly, we also put forward the implementation safeguard measures from three aspects: improving the service marketing organization structure and system, enterprise culture and personnel protection, improving information system and service recovery system. We hope that this study can provide important enlightenment and guidance for China Telecom Qingdao company to win the dominant position in the competition through the implementation of service marketing mix strategy in 5g era, and also hope to provide some reference for other operators in how to choose market objectives and formulate appropriate service marketing mix strategy.
查看全文：	预览  下载(下载需要进行登录)