江西联通营销策略研究.pdfVIP

要 2008 年电信重组后，中国电信业正从“群雄逐鹿”向“三足鼎立”演变。面 对新的竞争格局，如何把握电信市场长期发展脉搏，制定相应的发展战略和营销 策略，使企业继续发展壮 ，成为所有电信企业共同关注和探讨的课题。本文试 对江西这样一个中小规模的省级区域电信市场进行研究，希望能探求出些具体的、 可操作的联通省级分公司的市场营销思路和策略。 本文共分六个部分： 第一部分：对本文研究的企业和研究背景进行介绍，阐述研究目的和意义， 并对文章的内容和结构进行说明。 第二部分：论文研究的理论基础。主要介绍市场营销概念、电信市场的特点 和营销概念、电信市场营销观念的演变和创新、电信市场营销策略的基本内容。 第三部分：主要介绍江西宏观经济环境、江西电信行业发展环境分析，以及 重组后江西电信市场竞争格局的变化。 第四部分：主要从业务发展、资费套餐、营销渠 、客户服务四个方面分析 江西联通市场经营现状，并进行SWOT 分析。 第五部分：江西联通营销策略建议。主要从产品、品牌和促销、渠 、服务 等四个方面研究江西联通开展市场营销工作的策略，并提出可行性建议。 第六部分是结论。 关键词：江西联通 电信市场 营销策略 资费套餐 营销渠 客户服务 1 Abstract After the telecom industry restructuring in 2008, China telecom industry is undergoing a situation of three-way struggle for hegemony” from warring periods”. How to face a new competitive situation and take hold of the trend of long-term telecom development as well as make some relative developing strategies and marketing tactics for the future has been a common subj ect to be considered and studied by all telecom enterprises. This paper tries to study on the regional telecom marketing of Jiangxi: a small-scale province, and want to research an exercisable marketing tactics for China Unicom in Jiangxi Province. This paper is divided into six parts: The first part introduced the background of enterprise, the purpose and significance of research, and the structure of this paper. The second part introduced the theoretical basis of research, Such as the conception of marketing, the characteristic of telecom industry, the conception of the telecom marketing and its evolvement, and the marketing strategy of telecom industry. The third part analyses the economic environment and the telecom industry developmental environment in Jiangxi Province ，and explain what the transformation had happ