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论文编号：	12800
作者编号：	2320190625
上传时间：	2021/12/9 12:01:31
中文题目：	北京电信公司移动业务营销策略优化研究
英文题目：	Research on Marketing Strategy Optimization for Mobile Business of Beijing Telecom Company
指导老师：	李东进
中文关键字：	北京电信公司；移动业务；营销策略；保障措施
英文关键字：	Beijing Telecom Company; Mobile business; Marketing strategy; Safeguarding measures
中文摘要：	中国电信股份有限公司北京分公司（以下简称：北京电信公司）隶属于中国电信集团。多年来，企业一直致力于为首都人民构建一个科技化、人性化、多元化的通信产品服务平台。在业务发展上，依靠坚实的互联网、数据专线等固网业务在集团收入名列前茅，然而在移动业务发展方面始终存在市场规模小、收入不及属地其他运营商的业务短板。随着5G网络技术趋于成熟，在催生更多移动业务发展空间与机遇的同时，也带来了更加激烈的市场竞争。文章以北京电信公司移动营销策略为研究对象，在查阅相关书籍与理论文献基础上，结合业务发展经营数据，借助PEST及SWOT工具分析出企业所处的营销环境。通过实地走访后端管理者与前端销售人员，对企业的移动营销现状进行了调查。制定出更符合企业在新技术背景下的移动业务营销策略与实施保障方法，协助企业突破业务发展瓶颈。 全文围绕企业所处市场营销环境与用户需求展开分析，指出当前北京电信公司移动业务在产品、价格、渠道、促销方面的问题。虽然企业移动业务发展规模与营销策略均存在不足，但凭借多年积累的用户关系与良好口碑，又为移动业务发展带来了良好切入点。鉴于此，文章通过市场细分与目标市场选择，完成市场定位，有针对性地对移动业务营销策略进行优化。在产品策略上，打造差异化产品、培养产品消费惯性、形成5G特色品牌；在价格策略上，形成阶梯计费模式、引入多量纲计费要素、提高计费灵活度；在渠道策略上，做“强”线下渠道、做“大”电子渠道、做“优”渠道协同；在促销策略上，优化资源投放、提升促销转化率、树立企业良好形象。最后，为了优化策略可落地执行，在整合专业运营团队、提升业务系统支撑能力、构建用户全生命周期管理模式三个方面提供了保障措施。 文章对北京电信公司移动业务营销策略进行了一次全面的诊断，得出的研究结论为企业健康、有序地发展提供了可借鉴的实践意义。同时输出的成果对于其他省份公司也具有一定的借鉴价值。 关键词：北京电信公司；移动业务；营销策略；保障措施
英文摘要：	China Telecom Corporation Beijing Branch (hereinafter referred to as: Beijing Telecom Corporation) is subordinate to China Telecom Group. Over the years, the enterprise has been committed to building a technological, humanized and diversified platform for communication products and services for the people of the capital. In terms of business development, through relying on fixed-line phone business such as solid internet and data leased lines, its revenue ranks the top in the Group. However, in the aspect of mobile business development, it still has some disadvantages, a small market size and lower revenue than other local operators. As 5G network technology tends to mature, it is not only creating more space and opportunities for mobile business development, but also bringing more intense market competition. This paper takes the mobile marketing strategy of Beijing Telecom as the research object, and on the basis of referring to relevant books and theoretical literature, it uses business development and operation data to analyze the marketing environment of the enterprise with the help of PEST and SWOT tool. Through field visits to back-end managers and front-end sales staff, this paper investigates the current situation of mobile marketing in the company, and formulates a mobile business marketing strategy and an implementation guarantee method that are more proper to be implemented with the company's new technology background and help the company break through the bottleneck of business development. The study is based on the analysis of the marketing environment and user needs of the company, and points out the problems of Beijing Telecom's mobile business in terms of products, prices, channels and promotions. Although the enterprise has disadvantages in the development scale of mobile business and marketing strategy, it also has a good entry point for the development of mobile business with years of accumulated user relations and good reputation. In view of this, the study completes the market positioning through market segmentation and target market selection, and optimizes the mobile business marketing strategy in a targeted manner.In terms of product strategy, it aims to create differentiated products, cultivate product consumption inertia, and form a distinctive 5G brand. In aspect of pricing strategy, a ladder billing model is formed, multi-volume billing elements are introduced, and billing flexibility is improved. In terms of channel strategy, we will strengthen the offline channels, expand the electronic channels and improve the synergy of the channels. About the promotion strategy, we will optimize the allocation of resources, improve the conversion rate of promotions and establish a good corporate image. Finally, in order to optimize the implementation of the strategy, the company has provided safeguards in three areas: integrating professional operation teams, improving business system support capabilities and building a full lifecycle management model for users. The article provides a comprehensive diagnosis of Beijing Telecom's mobile business marketing strategy, and the conclusion of the study provides practical implications for it to have a healthy and order development. At the same time, the output is also of some value to other provinces’companies. Key words：Beijing Telecom Company；Mobile business；Marketing strategy；Safeguarding measures
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