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论文编号：	8761
作者编号：	2120142917
上传时间：	2016/12/8 10:49:19
中文题目：	中国移动通信集团公司4G业务营销策略研究
英文题目：	Research on the Marketing Strategy of China Mobile’s 4G Mobile Communication
指导老师：	韩德昌教授
中文关键字：	中国移动；4G业务；营销组合策略
英文关键字：	China Mobile; 4G mobile communication; marketing mix strategy
中文摘要：	2013年，国务院发布了“宽带中国”的战略实施方案，对移动通信网络的普及率提出了目标要求。同年，工业和信息化部发放了虚拟运营商牌照，并于12月向中国移动、中国联通和中国电信三大运营商发放了TD-LTE业务的运营牌照。中国通信业进入了政策变革发展的密集时期。行业竞争加剧。 2014年1月1日，中国正式进入了4G通信时代。中国移动、中国联通和中国电信三家运营商在4G时代站到了同一起跑线上，展开了激烈的市场竞争。中国移动抓住4G业务的先发优势，积极应对竞争与挑战，全力发展4G业务，力争扭转3G时代的颓势。 在2014年中国正式进入4G元年的大背景下，本文研究作为传统三大运营商之一的中国移动通信集团公司如何应对激烈的行业竞争，做好市场定位和4G业务的营销。本文首先阐述了中国移动4G业务营销策略的研究背景和研究意义，确定了研究方法。之后在市场营销理论的基础上，综合运用PEST分析法、波特的五力分析法以及SWOT分析法等分析工具，结合中国移动自身拥有的优势和劣势，分析了中国移动开展4G业务的内、外部竞争环境和其面对的机遇与威胁。进行市场细分，明确了4G业务的市场定位。针对4G业务的营销策略，进一步研究了中国移动在品牌、产品、价格以及渠道等方面采取的策略，并从服务支撑、业务支撑、网络与终端支撑等方面提出了具体的保障措施。
英文摘要：	In 2013, the State Council issued the "Broadband China" strategy implementation plan with the objectives and requirements of the popularity of mobile communication network. The Ministry of Industry and Information Technologyissued the license for the virtual network operators and the fourth-generation mobile network(TD-LTE) licenses to the country’s three largest telecom operators, which are China Mobile, China Unicom and China Telecom. China officially entered the era of 4G communications in 2014. The three largest mobile operators, China Mobile, China Unicom and China Telecom, stood on the same starting line in the middle of fierce market competition. China Mobile made use of early-development advantage, actively responded to the competition and challenges and fully developed the 4G business in order to reverse the decline in 3G communication era. As China officially entered 4G era in 2014，this article studied China Mobile Communications Group, one of the three traditional carriers, how to deal with fierce competition in the industry, analyze market positioning and finish 4G business marketing. This article describes the background and significance of the research on the marketing strategy of China Mobile 4G, and determines the research methods. On the basis of marketing theory, the study makes the integrated use of PEST analysis, five forces analysis and SWOT analysis methods, with China Mobile’s advantages and disadvantages. The article analyzesthe internal and external competitive environment of China Mobile’s 4G business, as well as the opportunities and threats it faced. The study confirms the market positioning of 4G business thought the market segmentation. According to the marketing strategy of 4G business, the study makes a further research on the measures which China Mobile took in brand, product, price and channel areas and finally presents thespecific implementation safeguard measures from the service, business, network and channel aspects.
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