论文标题:电信运营商3G业务营销战略的研究—国际比较与借鉴
The Research of Telecommunication Operators for Marketing Strategy of 3G Sales-International Comparation and Study
论文作者
论文导师 余颖,论文学位 硕士,论文专业 工商管理
论文单位 上海交通大学,点击次数 179,论文页数 80页File Size828K
论文网 http://www.lw23.com/lunwen_47428127/
3G; business; marketing strategy; telecommunication operators; strategic pattern
本文的研究目的主要是为了解决目前中国电信运营市场的一个关键问题:中国的电信运营商如何对3G业务进行成功的营销,从而实现业务收入和用户数的快速增长。 本文首先通过对目前中国电信运营市场的分析,得出了3G业务将是中国的运营商未来新的业务增长点这个论点,进而提出了上述的问题,表明解决该问题对中国的电信运营商具有现实意义和实用参考价值。 本文采用了提出假设,并归纳总结的研究方法。首先提出了3G业务的营销战略模式是有规律可寻的,并且这些模式已经包含在若干家运营商的实际运营环境中这一假设,然后通过对于目前欧美和亚洲等若干家典型3G运营商的分析研究,采用了内外部环境分析加产品、定价、渠道和促销的分析框架,归纳出四种典型的模式,即日韩模式、欧洲模式、和黄模式和美国模式,从而证明了假设的正确。 为了帮助运营商进行3G业务营销战略的定位,本文在对四种营销战略模式归纳总结的基础上,提出了“3G业务营销战略定位矩阵”这一新的分析工具,该矩阵以运营商的相对市场地位和非短信类移动数据业
The Paper aims to research on the solution of the major problem, currently faced by the telecommunication operation market of China, that how to employ effective marketing strategy to promote 3G business, so as to increase rapid growth of the business revenue and subscribers. First, based on the analysis of the telecommunication operation market in China, which leads to the opinion that 3G business will become the future business promoter for the Chinese telecommunication operators, then the paper further forwarded the above mentioned problem with the emphasis on the practical benefit and value of the solution. The paper applies the research methodology of deduction based on assumption. The paper first purported to the assumption that there exists some regular pattern in the marketing strategic pattern of 3G business, which is followed by the practical business of several telecommunication operators. Then, through the study of the current business patterns of several telecommunication operators located in Europe, America and Asia, the paper structured the analysis framework which is consisted of internal and external operative environment, products, price, channel and promotion, then reached the conclusion of 4 typical patterns, Japanese-Korean Pattern, European Pattern, He-Huang Pattern and American Pattern, which demonstrate the above mentioned assumption.
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