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论文编号：	1685
作者编号：	2120072323
上传时间：	2009/12/11 21:39:08
中文题目：	天津移动3G业务营销策略研究
英文题目：	Research on Marketing Strategy of the 3G Business for Tianjin Mobile Company
指导老师：	吴晓云教授
中文关键字：	天津移动 3G业务 营销策略
英文关键字：	Tianjin Mobile 3G Business Marketing Strategy
中文摘要：	随着新一轮电信行业重组和3G 牌照发放，国内电信行业的市场环境和竞争格局随之发生巨大的变化。目前，国内三大运营商都开始大力发展3G业务，市场竞争日趋激烈。作为中国最强大的运营商，中国移动在3G时代面临着极大的挑战。作为天津地区的主导运营商，天津移动面临的问题是如何利用自身的优势和行业发展机遇，有效应对竞争对手对3G用户的争夺，在3G时代继续保持市场和业务领先优势。 本文的研究目标是希望借鉴市场营销相关理论的指导，结合天津移动的实际情况，制定面对3G业务的产品规划及市场营销策略，用于指导3G业务的市场营销工作。本文在这一目标的指引下展开详细的论述，分成以下几个部分进行阐述：首先在绪论中提出本文所要研究的问题、研究方法和框架结构以及研究意义；之后通过理论的回顾和梳理，整理了SWOT理论、现代市场营销理论、STP理论、服务营销理论等相关理论，为本文的观点的阐述奠定厚实的理论基础；然后文章通过对实际资料的搜集整理和归纳分析，对国内外3G业务的发展现状进行了简要说明，对天津移动3G业务的发展环境进行了分析，对天津移动3G业务的市场细分、目标市场选择及市场定位等进行了研究并提出了总体的营销策略，最后分别针对大众客户和集团客户，提出在产品、价格、渠道和促销等方面的3G业务市场营销策略建议。 本文的创新之处在于将所学市场营销理论应用到电信运营企业的具体营销工作中，在给出3G业务整体营销策略的同时，还针对不同目标市场提出了具体的营销策略实施建议，具备一定的现实指导意义。
英文摘要：	After the new-round restructure of telecom and the issue of 3G license, there is much change in the market environment and competition in telecom. Currently the 3 major operators are focus on developing 3G Business, and the competition is more serious. As the most powerful telecom operator, China Mobile faces huge challenges during 3G period. The question to Tianjin Mobile, the leading operator in Tianjin, is how to use its own advantages and the field development opportunity to win the competition of getting 3G customers, and keeping the advantage in the market and business during 3G period. The aim of this paper is to apply the marketing theory study into the practical market condition of Tianjin Mobile, make planning all around 3G Business and market sale strategy to guide the 3G Business’ marketing. This paper is divided into several parts to discuss the questions in details. The first part, the research issue, research method, research frame, research purport and the innovation will be discussed in the introduction. Then, compile the modern marketing theory, SWOT theory, STP theory, service marketing theory and other related theories through literature review and make theory basis for this paper’s opinion. After that, introduce the development of global 3G business and analyze the developing environment of Tianjin Mobile, research the target market selecting by arranging, summing up, analyzing and refining the data and raise the marketing strategies. Finally, and provides 3G business marketing strategies suggestions on product, price, channel and promotion for individual and group customers. The innovation of the paper lies in applying the marketing and sale theory into the practical operation of telecom operation. Besides positioning 3G business marketing strategies, it gives the detailed advice which help to guide the practical operation.
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