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论文编号：	6900
作者编号：	2120122915
上传时间：	2014/12/8 11:25:52
中文题目：	天津移动公司大众市场营销策略及实施研究
英文题目：	Research and implementation of Tianjin Mobile Corporation mass marketing strategy
指导老师：	李东进
中文关键字：	电信改革，战略转型，营销策略，市场竞争
英文关键字：	telecom reform, transformation strategy, marketing strategy, market competition
中文摘要：	随着国内电信行业的不断发展和电信改革的不断深入，以及移动互联网行业的蓬勃发展。传统电信运营商的经营模式正在受到前所未有的挑战。通过用户的新增发展，以激发语音和短信业务的使用为主要增收手段的方式，已经逐渐被流量业务所取代。天津移动公司作为当地主导运营商，近年来在收入增长和客户竞争市场份额方面也出现了被竞争对手压制的不利局面。特别是在大众市场上，产品不能与时俱进、价格失去优势、渠道网点缺乏掌控、营销体系混乱等，这些现象导致了在大众市场竞争上节节败退。如何能改善大众市场现有营销模式，尽快扭转不利的市场局面成为了天津移动公司市场发展的一个突出问题。本文首先对市场营销理论进行回顾，并对市场营销组合策略的意义及各个策略的概念进行了详细分析。接着描述了通信产业链的发展状况，并对天津移动公司发展历程和现状进行了描述。随后通过分析天津移动公司大众市场营销现状，指出大众市场营销策略研究的必要性。依据市场营销策略理论，结合天津移动公司实际状况，分别针对市场营销产品策略、价格策略、渠道策略、促销策略四方面提出建议。同时重点指出营销策略的有效落实需要提供组织、制度、文化、技术等方面必要的措施保障。本文归纳和总结了大量资料，在理论基础上，通过实际案例的佐证，以理论联系实际的方法对天津移动公司大众市场营销策略的选择做出介绍和分析，希望对正处于市场竞争不利局面的天津移动公司在大众市场发展上起到积极有效的作用。
英文摘要：	With the continuous development of the domestic telecommunications industry and the telecommunications reform, and the vigorous development of the mobile Internet industry. The traditional telecommunication operator business model is by the hitherto unknown challenge. Through the development of new users, and excited voice and short message services use as the main income method, has gradually been replaced by the flow of business. Tianjin Mobile Corporation as a local leading operators, in recent years in the income growth and customer competition market share also appear unfavorable situation by competitor suppression. Especially in the mass market, products, price advantage lost could not keep pace with the times, lack of control channel shop, marketing system such as confusion, these phenomena resulted in the mass market competition into retreat. How to improve the existing mass market marketing pattern, as soon as possible to improve the adverse market situation has become a prominent problem in Tianjin Mobile Corporation market development. This paper first reviews the marketing theory, and the significance of each strategy and marketing combination strategy concept is analyzed in detail. Then describes the development status of industrial chain of communication, and the development course and the present situation of Tianjin Mobile Corporation are described. Then through the analysis of Tianjin Mobile Corporation mass marketing situation, and points out that it is necessary to study the mass market marketing strategy. On the basis of the market marketing strategy theory, combined with the actual situation of Tianjin Mobile Corporation, respectively, according to marketing product strategy, price strategy, channel strategy, marketing promotion strategy proposed four aspects. At the same time, points out the effective implementation of marketing strategy needs to provide the organization, system, culture, technology and other aspects of the necessary measures to ensure the. In this paper, through a large number of data and summarized, based on the theory, through the evidence of the actual case, to integrate theory with practical methods to make the introduction and analysis of Tianjin Mobile Corporation mass marketing strategy choice, hope to play a positive and effective market competition is in unfavorable situation of Tianjin Mobile Corporation to mass market development in the role.
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