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论文编号：	424
作者编号：	2120062278
上传时间：	2008/6/11 14:25:17
中文题目：	天津移动全球通服务营销策略研究
英文题目：	The service marketing strategy
指导老师：	张永强 副教授
中文关键字：	天津移动 全球通 服务营销策略
英文关键字：	Tianjin Mobile Global Mobile
中文摘要：	信息化时代，人类社会交往范围在不断扩大，信息传递的畅通与快捷越来越受到人们的重视，通信产业也随之不断地发展。中国通信产业的迅猛发展，必然带来激烈的市场竞争。这促使各通信运营商不断以更低价格、更优服务、更好网络来提升市场竞争力，赢得市场。作为企业核心收入重要来源的中高端客户逐渐成为各运营商争夺的焦点，是各运营商进一步提高整体ARPU值、保证企业利润的关键点之一。3G时代的来临，稳定、高贡献率的高价值客户群直接关系到企业在新行业格局下的地位和收益。全球通是中国移动长期塑造的中高端客户集合体，如何利用全球通保有中高端客户，提高客户纯度，把其塑造成天津移动中高端客户的强势品牌，进而达到提升企业品牌、稳定核心收入的目的，已成为天津移动当务之急。 本文对全球通品牌从宏观环境（包括移动通信行业发展现状、行业发展趋势、行业政策及人口、经济环境等）、中观环境（包括区域内竞争对手分析和消费需求分析）和微观环境（包括企业战略、技术、人力资源、企业文化等）三个层面进行了深入分析，运用SWOT分析法，结合2006年天津移动客户满意度调查报告，提出了现阶段天津移动全球通营销策略中存在的明显问题。 论文共分为七章：第一章是绪论，主要阐述了论文的研究背景、研究意义、研究方法和研究内容。第二章对品牌营销和服务营销的相关理论进行了回顾，并以此作为本论文研究的理论依据。第三章对天津移动品牌服务营销的现状与存在问题进行了分析，并探讨了问题产生的深层次原因。第四章对天津移动面临的宏观环境、中观环境和微观环境三个层面进行了分析。第五章在对天津移动进行了SWOT分析的基础上提出了天津移动全球通品牌的市场定位。第六章全面分析了中国移动全球通品牌服务营销策略及其实施方案。第七章是结论，对论文进行概括性的总结和归纳。 本文的创新点在于，在综合市场营销理论和天津实际现状的基础上，以产品、价格、渠道、促销等为核心要素进行重新调整、设计了全球通营销服务策略。在对天津移动全球通调查研究的基础上，采用“归纳问题—分析问题—解决问题”的方法，为天津移动的全球通制定了一套服务营销策略，希望能为天津移动的发展提供一些参考。
英文摘要：	This information time, humanity's social interaction scope is expanding unceasingly. People think information transmission become more and more important, the correspondence industry also unceasingly develops along with it. The Chinese correspondence industry's rapid development has brought the intense market competition inevitably. This urges each correspondence operator promote the market competitiveness unceasingly and win market by a lower price, a more superior service, a better net work . Becomes the focal point which gradually as the enterprise core income important origin's high-end customer various operators compete, is various operators further enhances the whole ARPU value, guarantee profit of enterprise key points . 3G times is coming, those steady and high contributing clients will influence the company’s station and profit under the new condition. Global Mobile Telephone is the high value client group of China Mobile. How to build Global Mobile Telephone to be the topping brand in order to improve the company’s brand and keep the core income is become a stringent problem of Tianjin Mobile. The macro-circumstance which include the develop situation, current, policy, population, and economy environment of mobile communication industry and intermediate-circumstance which include the analysis of competitor and consumption demand and microcosmic-circumstance which include the strategy of enterprise, technology, human resource, company culture are analyzed at first in this paper. This paper altogether divides into seven chapters: The first chapter is the introduction. Mainly elaborated the paper research background, the research significance, the research technique and the research content. The second chapter has carried on the review to the brand marketing and the service marketing's correlation theories, and by this achievement present paper research theory basis. The third chapter has carried on the analysis to the Tianjin migration brand service marketing's present situation and the existence question, and has discussed the deep level reason which the question produces. The fourth chapter through the macroscopic environment, the intermediate perspective environment and the microscopic environment to Tianjin Mobile faced has carried on the analysis. The fifth chapter proposed the brand on marketing localization of Global Mobile Telephone of Tianjin Mobile under the analysis of SWOT. The sixth chapter overall analysis the whole world to pass the brand service marketing strategy and the implementation plan of the brand of Global Mobile Telephone of China Mobile. The seventh chapter is the conclusion, carries on the concise summary and the induction to the paper. Then problems which exist in the service marketing activities have been put forward by SWOT analysis and 2006 customer degree of satisfaction report of investigation. On the basis of study on marketing theory and practical situation, the service marketing strategy of Global Mobile Telephone have been readjusted and redesigned by change product, price, channel and sales promotion. On the basis of investigate on Global Mobile Telephone of Tianjin Mobile, a maneuverable marketing strategy has been put forward by combine the theory and experience, and hope it will be a good advice for Tianjin Mobile.
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