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论文编号：	5926
作者编号：	2120112566
上传时间：	2013/12/6 18:57:32
中文题目：	中国移动ICT业务营销组合策略研究
英文题目：	The research of China Mobile’s marketing mix tactics for ICT services
指导老师：	李东进教授
中文关键字：	中国移动，ICT业务，市场细分，市场营销组合策略
英文关键字：	China Mobile, ICT services, market segmentation, marketing mix tactics
中文摘要：	随着传统通信业务的日趋饱和以及通信市场竞争的日趋激烈，各大运营商纷纷采取转型战略，希望能够借助由通信领域向信息化领域的业务延伸，为其在新时期的规模发展找到新的方向。ICT（Information、Communication、Technology，简称ICT）业务作为通信技术与IT技术融合的新的业务形式，自2006年起就逐渐成为中国移动转型的重要方向。但是作为ICT领域的后进入者，中国移动无论在资源准备、技术创新以及市场营销经验上都还处于摸索阶段，与竞争对手相比还具有很大的差距。如何通过有效的市场营销组合策略提升中国移动ICT业务的市场份额和影响力是中国移动目前面临主要问题，也是本文研究的主要目的。本文通过查阅大量文献资料，收集并整理了中国移动2010年至2012年的年报资料及ICT业务的市场营销相关资料，以此为基础，分析了中国移动现阶段向ICT领域转型的紧迫性和重要性，通过对中国移动ICT业务及其自身资源特点的分析，提出了现阶段中国移动ICT业务市场营销中存在的问题，然后以市场营销学中的STP理论和7Ps营销组合理论为指导，围绕着中国移动ICT业务的目标市场定位和市场营销组合策略的选择和实施进行研究，并从政策、人力、技术和信息反馈四个方面对市场营销组合策略的实施保障进行了探讨。中国移动目前正处于ICT业务的市场培育阶段，必须通过合理的市场细分帮助企业进行目标市场选择，进而合理配置资源，根据不同目标市场的定位有针对性制定市场营销组合策略。在高端政企客户市场，中国移动的定制化ICT解决方案应该努力塑造其“高精专”的产品定位；而在一般政企客户市场，中国移动则应秉承助力中小企业成长的品牌承诺，利用物美价廉的标准化产品迅速扩大市场分额，形成规模效应。围绕着这两个不同的目标市场定位，中国移动在产品、价格、渠道、促销、过程、人员及有形展示等方面的必须采取不同的营销组合策略，针对目标市场的特点进行差异化营销。中国移动自身也要不断完善管理机制，在相关政策、技术和信息反馈方面为营销组合策略的实施提供保障。关键词：中国移动，ICT业务，市场细分，市场营销组合策略
英文摘要：	With the increasing saturation of traditional telecommunication services and the highly competitive market environment of telecom industry, the major telecom operators have taken strategic transformation to find out a new form of service and developing direction with the help of the extension from telecommunication field to information-based services. As the new form combination of telecommunication technology and IT technology, ICT (shortened from Information, Communication, and Technology) services had been the most important direction of transformation by China Mobile since 2006. But as a late entrant to the ICT field, China Mobile is in the exploratory stage. There is a big gap between China Mobile and its competitors in resource preparation, technical innovation and marketing experience. How to promote China mobile's market share and influence of ICT services by taking effective marketing mix tactics is the major problem facing by China Mobile now and the focus of this thesis. This thesis is based on a plenty of documents and materials of China Mobile annual reports 2010-2012 and ICT services related marketing information. It has analyzed importance and urgency of China mobile’s strategic transformation to ICT services, and pointed the problem of China Mobile’s ICT marketing. This thesis has done some research on target market selection and marketing tactics of China mobile’s ICT business guided by the STP marketing theory and 7Ps marketing mix theory, and discussed the policy, manpower, technology and information feedback aspects of the implementation guarantees of the marketing tactics. China Mobile is on the market developing period of ICT services, and it has to perform reasonable market segmentation so as to help enterprise to choose its target market, which in turn helps to its suitable displacement of resources, and set out combined marketing tactics as per the characteristics of different markets. In the high-end government and enterprise’s market, the ICT customized services that China Mobile has established is supposed to be positioned to its best as “High-end, precision and profession”. Whereas, on the ordinary government and enterprise’s market, China Mobile is accordance with the brand promise of helping small and medium-size enterprises’ growth, and utilizes its standard products of reasonable price and excellent quality to expand its market share and realize its large-scale effect. For these two different positions of target market, China mobile has to take different marketing mix tactics on product, price, place, promotion, process, people and physical evidence aspects. China Mobile itself is also consummating its management mechanism, and provides guarantees for its marketing tactics’ implementation with regard to the policy, technology and information feedback. Key Words: China Mobile, ICT services, market segmentation, marketing mix tactics
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