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论文编号：	1951
作者编号：	2002018
上传时间：	2010/5/18 15:06:33
中文题目：	3G时代电信运营商的整合营销研究
英文题目：	Integrated Marketing 3G Customer Wants and Needs Value Chain Telecommunication Operation
指导老师：	范秀成
中文关键字：	整合营销 3G 顾客需求 价值链 电信运营
英文关键字：	Integrated Marketing 3G Customer Wants and Needs Value Chain Telecommunication Operation
中文摘要：	3G作为移动通讯技术的又一新发展，给电信产业带来了前所未有的机遇和挑战。作为电信产业价值链上重要一环的电信运营商们正面临着空前的激烈竞争。电信运营商的市场营销工作近几年产生了很大的变化和发展，但面对需求、客户群体以及营销实践等均已发生重大变化的市场环境，尤其是面对3G带来的全新挑战还是出现了各种问题。造成这些问题的最主要的原因是运营商缺乏系统性的理论体系来支持实际营销操作。因此，解决问题的关键在于建立完善的、标准化的、基于用户终生体验的电信整合营销体系。 整合营销是一种适合于企业中信息传播及内部沟通的管理体制，而这种传播与沟通就是尽可能与其潜在的客户和其他公共群体保持良好的、积极的关系。整合营销既是一种营销手段、理念和模式，更是一种沟通手段和管理体制。对外具有整合各种信息，综合传播企业信息和品牌的功能，对内则有通过各种沟通渠道和方式实现有效管理的作用。 本文根据唯物主义辨证观的基本原理，运用整合营销理论、市场营销学、价值链理论以及其它相关的理论知识，坚持理论联系实际的原则，对论题进行了分析和深入探讨。引言部分介绍了论题、研究思路和方法；在第一章深入分析了电信运营业市场营销状况、特点、存在的问题以及3G所带来的全新挑战，提出构建整合营销体系来解决当前突出矛盾；第二章全面系统地整理和概括了整合营销的理论框架，在前人研究的基础上，更加明确了整合营销的内涵及其对比传统营销的创新，归纳总结了其在国内外的研究状况，及在中国电信运营业的应用；文章第三和第四两章，分别讨论了如何以4C为核心和出发点，电信运营商整合内部资源和产业价值链，为构建整合营销体系提出了具体策略。文章第五部分剖析了“动感地带”这一案例，总结提炼了其运用整合营销的成功经验，佐证了整合营销针对电信运营商的可操作性。在全文的结论部分总结了最终研究成果和未来研究方向，并得出结论，整合营销理论适用于我国电信运营商的具体实践，运营商应整合内外部资源和产业价值链，构建基于客户体验的整合营销体系，提高核心竞争力，迎接3G的挑战。
英文摘要：	As a new contributor to the development of telecommunication technology, 3G brings significant challenges and opportunities to the industry. The competition in the 3G era will happen in the whole industry value chain. As a key tache, telecommunication operators are facing tremendous competition. Lots of achievements gained in the past several years in marketing practices of telecommunication industry. While facing new market environment with significant changes of customer needs, and challenges coming from 3G, many problems still occurred. The root cause could be there is no an integrated system to guide and support telecommunication operators’ marketing practices. The key of the solution would be to set up a complete, standard and customer experience driven telecommunication integrated marketing system. Integrated marketing is a management mechanism for enterprises information and branding communication. It intends to keep a proactive and dynamic relationship with existing customers, potential customers, internal and external stakeholders. It is not only a marketing strategy but also a management mechanism. Externally, it can make kinds of information and branding communication be integrated and consistent when facing customers. While internally, it can make the operational management more effectively by integrating resources. Strictly complying the materialistic principles, this paper provides detailed study of the topic by utilizing the knowledge of integrated marketing theory, marketing management, value chain theory, strategic management and other relatives. Foreword portion introduces the topic, investigation method and paper structure. Chapter 1 summarizes the character of marketing practices of telecommunication industry and issues facing the challenge of 3G.Proposes that telecommunication operators should set up the integrated marketing system. Chapter 2 intends to analyze the philosophy of integrated marketing theory in detail level. Clearly defines the meaning of integrated marketing, the development comparing against previous related theories, domestic and overseas theory study progress and the application status in China telecommunication industry. In chapter 3 and chapter 4, the author investigates, by focusing on 4C theory, how telecommunication operators integrate internal resources and the industry value chain respectively. In chapter 5, justifies the theory by analyzing a real case and summarizes the successful experience. In the conclusion portion, the author summarizes the investigation achievements and future study direction. The conclusion of this paper could be the theory of integrated marketing is applicable to the China telecommunication operation industry. Telecommunication operators should introduce it into the marketing practices, effectively integrate the internal and external value chain and enhance the core competition capability in 3G market.
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