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论文编号：	7234
作者编号：	2220130878
上传时间：	2015/6/3 9:27:17
中文题目：	天津联通校园营销项目的风险识别和应对策略研究
英文题目：	Research of risk identification and risk response for campus marketing project of Tianjin Unicom
指导老师：	杨坤
中文关键字：	校园营销项目；风险；风险识别；风险应对
英文关键字：	campus marketing project; risk; risk identification; risk response
中文摘要：	近年来，随着我国不断深化实施科教兴国战略，加快提升国民素质和综合国力，促进经济发展和社会进步，人才和教育发展领域的核心内涵和产业外延正在不断丰富延伸，全国各大高等院校的招生规模也在不断扩大。与此同时，随着通信技术的演进升级，通信资费标准的不断降低，通信产品的普及率得到快速提升。基于大数据、物联网、移动互联网和云计算等前沿技术衍生出来的产品应用和商业模式，不断改变着人们的生活方式和消费习惯，特别是对学生群体来说，通信业务更是成为学习和生活中不可或缺的重要组成部分，学生群体也逐渐成为通信运营商研究分析市场发展动态、指导制定营销策略、夯实和培养长期收入贡献基础、提升品牌效应和效益水平的重要一环。我国有2700多所高校，涉及4000余万在校生，每年通信消费总额达200多亿元，高校学生对移动通信和宽带上网的刚性需求，为运营商提供了广阔商机和发展空间。每年近80%的新生会选择更换或购买手机号码，是运营商提升新增用户规模的重要市场来源和角逐竞争的重点目标。在移动通信市场趋向饱和的形势下，开展校园营销工作是运营商从事生产经营活动中占据主动地位的关键性营销举措，具有较高的战略地位。高校校园市场营销作为一个项目，具有时间集中性强，成本投入大，协调任务重的特点，营销过程中存在着很多不确定性因素，如果没有事先进行有效的风险管理很容易造成结果达不到预定目标的被动局面，更严重的还可能导致整个校园营销项目的失败。因此开展高校校园市场营销项目的风险管理对于通信运营商抢夺和稳固高校校园市场具有十分重要的现实意义。本论文首先对相关理论进行了系统研究，其中包括风险及风险管理理论、项目管理及项目风险管理理论等，使论文在理论上有了文献支撑；随后对天津联通校园营销项目进行了概述，通过SWOT分析方法，指出了开展校园营销项目风险管理的必要性；继而进行相关识别依据的收集，选择适用于该项目风险的识别方法，综合运用头脑风暴法、访谈法和德尔菲法，对天津联通校园营销项目进行了风险识别，给出了风险清单；最后针对识别出的各种风险给出了较为科学合理、系统可行的应对策略，为后续项目开展全过程风险管理提供理论依据和实践参考，从而进行有效防控，保证项目达到预期目标。
英文摘要：	In recent years, as our country deepens the implementation of the strategy developing through science and education, speeds up the national quality and the national comprehensive strength, promotes economic development and social progress, the result is that the core connotation and industrial extension of talent and education development field is continuously enriched and extended, every college is busy increasing their enrollment. At the same time, communication products soon become popular because of its upgraded technology with cheaper and cheaper price standard. The way we live and the way we consume have been changed day by day by the product application and business mode derived from series of cutting-edge technologies like Big Data, Internet of Things, Mobile Internet and Cloud Calculation. Especially to the college student group, communication turns out to be the indispensable way for them to study and live.Student group gradually becomes the key segment for service provider to research and analyze market development state, to instruct and make marketing strategy, to consolidate and develop the base of long-term income contribution, to enhance the brand effect and benefit level. There are more than 2,700 colleges and about 40 million in-school students in our country. This huge group produce consumption of over 20 billion RMB yuan on communication totally in one year. This rigid demand from college students on mobile communication and broadband internet access brings service provider wide business opportunity and development space. Every year 80% of new college students choose to change their phone number or get a new one. This is the important market resource for service provider to up level their new user scale and the key target for them to compete with each other. While the total mobile communication market tends to be saturated, carrying out campus marketing work, which is in a relatively high strategic position now, is the key marketing movement for service provider to take an active position in the production and business operation activities. As a project, campus marketing has the features like highly-concentrated time, big in-put and heavy coordination task. There are a lot of uncertainty factors through the whole campus marketing implementation process. So that to avoid mismatch between result and the expected goal, also in order to get rid of the possibility of the failure in the whole campus marketing work, effective risk management must be carried out. In other words, risk management on campus marketing project has very important practical significance for service provider to grab and stabilize the college market. First, this paper has a systematic research on the theory that is relative to the paper content which include Risk and Risk Management Theory, Project Management and Project Risk Management Theory so as to back up the paper with literature. Second, an overview is made on Tianjin Unicom’s campus marketing project. Through SWOT analysis method, necessity to carry out risk management for campus marketing project is pointed out. Afterwards, this paper collects relative basis on risk identification, chooses the right identification method for this project risk. Next, brainstorm method and interview method are used combined with delphi method to make the risk identification on the campus marketing project of Tianjin Unicom and the project risk list is generated. Last, the scientific reasonable and systematic feasible coping strategy is made which is aimed at all kinds of risks that are identified. This provides theoretical basis and practical reference for follow-up project to carry out whole-process risk management so as to have effective prevention and control which will ensure that the project could reach the expected goal.
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