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论文编号：	6827
作者编号：	2120122929
上传时间：	2014/12/7 11:07:12
中文题目：	中国联通青岛分公司公众宽带服务营销组合策略研究
英文题目：	Research on public broadband service marketing combination strategy of China Unicom qingdao branch
指导老师：	刘建华
中文关键字：	服务营销组合策略；中国联通青岛分公司；公众宽带
英文关键字：	Service marketing mix strategy; Qingdao branch of China Unicom; Public broadband
中文摘要：	在市场经济的条件下，特别是基于当前买方市场的现状，一个现代化的企业，必须具备产品的市场营销功能，而营销策略是企业的立足之本。对于企业来说，营销组合策略已成为企业持续发展的生命力。在现代营销实践中，营销模式的多样化越来越明显，营销策略也逐步被营销管理人员所关注，并在实践中不断探索和发展。 自1994年开始，随着中国电信行业的政企分离，至2008年第四次电信行业的改革重组完成，电信行业的竞争已成为不可避免的问题。2012年6月，《关于鼓励和引导民间资本进一步进入电信业的实施意见》的正式下发，明确了民营资本进入电信业的8个重点领域，致使市场竞争进一步加剧。这种形势下，中国联通青岛分公司要想更好地发展，就必须在营销组合策略的制定上，有实质性的提高，才能真正扩大市场占有份额，从而达到做大做强的目的。 本文综合运用营销管理、营销策略等相关理论，通过对中国联通青岛分公司公众宽带市场营销策略现状的分析，归纳总结出目前青岛分公司服务营销组合策略存在的主要问题，然后，对中国联通青岛分公司进行SWOT、五力、PEST分析，从宏观、微观和企业内部三个方面切实掌握公司服务营销组合策略的实际情况，接着，在上文分析的基础上，确定中国联通青岛分公司公众宽带服务营销组合策略优化的原则、目标和思路，然后从产品、定价、渠道、促销、人员、有形展示、服务流程等方面分别设计服务营销优化的具体策略。最后，提出中国联通青岛分公司公众宽带服务营销优化策略实施的保障措施，从而帮助中国联通青岛分公司更好的掌控营销渠道，提高服务营销竞争力，最终确立起青岛分公司在青岛电信市场中的优势地位，使公司能够在健康、稳定、有序、可控的轨道上不断发展壮大。
英文摘要：	Under the conditions of the market economy, especially those based on the current status of a buyer's market, a modern enterprise, must have product marketing functions, and marketing strategy which based on the enterprise situation. For businesses, the marketing mix strategy has become a viable enterprise for sustainable development. In modern marketing practice, diverse marketing model is getting more and more obvious, the marketing strategy is also gradually being concerned to marketing and personnel management, and continue to explore and develop in practice. Since 1994, with the separation between government and enterprises of China's telecom industry, the fourth reform and restructuring of the telecommunications industry in 2008 is completed, competition in the telecommunications industry, has become an unavoidable problem. June 2012, official issued "views of encourage and guide private capital imported into the implementation of the telecommunications industry," it cleared private capital imported into the telecommunications industry with eight priority areas, result the market competition further intensified. Under such circumstances, China Unicom Qingdao Branch in order to better develop, it must be on the development of marketing mix strategies, there is a substantial increase, in order to truly expand market share, so as to achieve the purpose of bigger and stronger. This paper uses marketing management, marketing strategies and other related theories on the status of the marketing strategy of China Unicom Qingdao Branch of the public broadband market analysis, summarized the main issues currently Qingdao Branch service marketing mix strategy exists, then, for China Unicom Qingdao Branch conducted SWOT, five forces, PEST analysis, from the macro, micro and internal truly grasp the actual situation of the three aspects of marketing services portfolio strategy, then, based on the analysis above, determine Qingdao Branch of China Unicom public broadband service marketing mix strategy optimization principles, goals and ideas, and then design specific strategies marketing optimization services from product, pricing, place, promotion, people, physical evidence, process and other aspects of the service respectively. Finally, Qingdao Branch of China Unicom broadband services marketing optimization strategies implemented safeguards to help China Unicom Qingdao Branch better controlled in marketing channels, improve service marketing competitiveness, eventually setting up the Qingdao branch in Qingdao telecom market dominance, enabling the company growing in the healthy, stable, orderly, controlled way.
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