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论文编号：	883
作者编号：	2120062327
上传时间：	2008/12/12 12:40:26
中文题目：	天津农村移动通信市场营销环境与
英文题目：	Research On Mobile Communicati
指导老师：	王迎军
中文关键字：	移动通信;开发战略;营销组合
英文关键字：	Mobile Communication;Developme
中文摘要：	随着社会主义新农村建设的全面推进，国家一系列惠农政策的出台，各级政府和社会力量对农村的发展和建设空前关注，各种社会资源正在向农村倾斜。农民对通信业务的消费需求和消费能力不断增长，农村移动通信客户对新业务的需求也在不断扩大。同时，随着天津通信市场竞争的不断深入，天津城市通信市场日趋饱和，天津农村通信市场成为各大运营商市场竞争的焦点。天津移动公司只有根据目前天津农村通信市场的现状和农村居民的消费特征，采取多样化的农村市场开发战略，才能赢得天津农村通信市场。因此，无论从国家要求还是企业可持续发展的角度看，天津农村通信市场对于天津移动公司来说都很重要。公司应高度重视农村通信市场的开发工作，坚决贯彻落实党中央的战略决策和部署，顺应经济社会发展的大环境、大潮流，通过提供优质、高效的通信服务推动社会主义新农村建设，进而实现企业的价值和可持续发展。 本文首先通过对国家连续推出一系列惠农政策大背景的介绍，提出目前是通信行业进一步开拓广大农村市场的难得机遇。在新形势下，天津移动公司必须认清自己的位置，高度重视农村通信市场的开发工作，使企业得到进一步的可持续性发展。接下来，通过理论的回顾和梳理，整理了市场营销、渠道管理和客户关系管理的部分理论，为本文观点的阐述奠定了厚实的理论基础。然后，文章介绍了天津农村移动通信市场的发展现状，通过对实际资料的搜集、整理、归纳、分析、提炼，总结出天津移动公司在天津农村通信市场中所处的地位；并从内部环境和外部环境等方面对天津农村通信市场进行了深入的分析。在营销环境分析的基础上对天津农村移动通信市场进行了SWOT分析，总结出现有天津农村移动通信市场开发中存在的不足。最后，本文重点对天津农村移动通信市场的开发进行了定位，提出了天津农村移动通信市场的开发战略构架并从产品及定价对策、渠道开发、精细化促销和有效利用传播资源提升品牌形象四个方面阐述了具有操作性的营销策略建议。
英文摘要：	With the all-round improvement of new socialist rural areas and introduction of a series of policies favorable to farmers, rural area’s development and building is unprecedented concerned by government at all levels as well as social forces. A variety of social resources are tilted to the rural areas. Not only farmers’ demand for telecommunication services and their consuming capacity raise, but also their request for new telecommunication services is constantly expending. At the same time, with the deepening of fierce competition in Tianjin communication market and Tianjin city communication market’s increasingly saturated, the rural communication market in Tianjin has become the focus for all the major communication operators. Only by making a full understanding of current situation of the Tianjin rural communications market and consumption characteristics of the rural residents as well as taking diversified strategies for the rural market can Tianjin Mobile win the rural communication market. Therefore, both the point of view from request of the country and from corporate sustainable development, the communication market in rural areas of Tianjin is very important to Tianjin Mobile. Tianjin Mobile should pay great attention to the development of rural communication market, firmly implement the Party Central Committee's decision-making and strategic deployment, go with the environment and trend of the economic and social development, promote the building of new socialist rural areas by provide high quality and efficiency of communication services. And then realize the value of Tianjin Mobile and make Tianjin Mobile develop sustainably. Firstly, by introducing a series of benefits for the national agricultural policy background, this thesis brings that there is a rare opportunity in the telecommunications industry to further develop the rural market now. Under the new situation, Tianjin Mobile must get a clear understanding of its position, attach great importance to development of rural telecommunication market, and ensure enterprises to further sustainable development. Next, by reviewing and sorting out the theory, this thesis gathers part of the theory on marketing, channel management and customer relationship management, lays a solid theoretical foundation for the point of this thesis. Then, this thesis introduces in rural areas of Tianjin Mobile Communications market development through collection, collation, drawing conclusions, analyzing, refining of the actual data, summing up Tianjin Mobile position in Tianjin rural mobile communications market; and has an in-depth analysis in the Tianjin rural communication market from both the internal environment and the external environment. On the basis of analysis of the market environment, this thesis has a SWOT analysis in Tianjin rural mobile communications market, summarizes the shortcomings in Tianjin rural mobile communications market development. Finally, this thesis focuses on rural areas of Tianjin Mobile Communication Market Development for the position, puts forward development strategy framework of the rural areas of Tianjin Mobile Communications market, elaborates some operational marketing strategy from four aspects described below: the product and price countermeasure, channel development, refined promotion and effective use of spread resources to enhance the brand image.
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