联系我们

论文查询结果	返回搜索

论文编号：	377
作者编号：	052078
上传时间：	2008/1/7 14:35:21
中文题目：	天津移动新业务SWOT分析及营销策
英文题目：	Tianjin Mobile New Business SW
指导老师：	吴晓云
中文关键字：	天津移动；SWOT分析；新业务；营
英文关键字：	Tianjin Mobile; SWOT Analysis;
中文摘要：	近年来，随着社会的发展，人们对信息的需求越来越丰富，对于信息的传递交流也要求越来越高，为此，我国的通信行业以惊人的速度发展着。而在近几年国内通信行业的发展中，最为突出的就是移动新业务的高速增长。 面对着移动通信市场的巨大潜力，国内各大电信运营商纷纷开发各种数据增值业务和语音增值业务以适应不同的消费群体，同时，通过价格竞争、差异化策略、资费套餐等各种促销方式来吸引消费者，移动新业务已经成为各大电信运营商新的业务增长点，也成为现在移动通信市场争夺的焦点。随着我国加入WTO后外资将大量涌入移动通信市场，国内的电信运营商面临的市场竞争将更加激烈，形势更加严峻。在这种形势下，天津移动作为天津移动通信市场的主导者，面临的问题是如何利用自身优势和行业发展机遇，实现与竞争对手相比而具有的明显的竞争优势。 本文就是针对这一问题展开详细的论述，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和创新点；之后通过理论的回顾和梳理，整理了现代市场营销理论、渠道结构理论等相关理论，为本文的观点的阐述奠定厚实的理论基础；然后文章介绍了天津移动公司及其新业务的基本概况，通过对实际资料的搜集、整理、归纳、分析、提炼，总结出天津移动公司在天津移动通信市场中所处的地位；并从内部环境和外部环境两个方面对天津移动新业务进行了深入的分析，并在营销环境分析的基础上对天津移动进行了SWOT分析。最后，本文选择了目前处于不同发展阶段的三项新业务：处于发展成熟期的彩铃业务、处于发展上升期的彩信业务和处于导入期的PUSHMAIL业务为例，通过对业务自身的研究和对各项业务目标市场的分析，力图寻找到针对不同特点新业务的差异化营销策略，并提供相应的具有操作性的营销策略建议。
英文摘要：	In the recent years, with the development of the society, the people's demand of the information is growing richer and richer, so the request of the transmission and the exchange of the information become increasingly higher than that before. While the Chinese communications industry developing in a high rate. During the development of the domestic telecommunications industry in the recent years, the high-speed growth of new mobile business is the most outstanding. Facing with the huge potential opportunity in the mobile communication, the major domestic carriers have developed various data value-added services and voice value-added services to meet the different consumer groups. At the same time, through price competition and differentiation strategies, tariff packages, and other promotional methods to attract consumers, the new business have become the new growing points for every major telecom operators which also have become the focus of the competition in the mobile communications market . With our country as a member of the WTO, massive foreign investment will flow into our mobile communications market, the competition environment for the domestic telecom operators will become even worse, and the situation is not optimistic. According of this , Tianjin Mobile which is the guider of the communications market in Tianjin, the question is how to the use of their own advantages to hold the development opportunity, and win competitive advantages over other competitors . 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, channel theory through literature review and make theory basis for this paper’s opinion. Second the paper introduces Tianjin Mobile company and its new business. And fix on the position of Tianjin Mobile company in Tianjin market by arranging, summing up, analyzing and refining the data. Then make detailed analysis about Tianjin mobile new business from inside and outside environment. And use SWOT method to analyze Tianjin Mobile on the basis of marketing environment analysis. Finally, this paper chooses three mew business in different development stages at present: color ring in mature stage, color message in growing stage and PUSHMAIL business in introducing stage and then analyze the business itself and its target market in order to try to find out differential marketing strategies according to different new business and provide operable marketing strategies suggestions.
查看全文：	预览  下载(下载需要进行登录)