中国移动手机报江西市场之营销策略.pdfVIP

摘 要 移动电话作为现代人联系的重要通讯工具，已越来越显示出其重要性和不可 替代性。现在，人们对于个人通信的需求已经不仅仅满足于联络的需要了，而是 更希望一部手机能够带来更多的资讯和信息， 手机成为掌中的互联网，真正实 现无时无刻无障碍地获取所需要的资讯。如何深挖现有用户群体的通信需求，寻 找新的收入增长点已成为中国移动提高用户平均URP 值、增加业务粘性的重要途 径。笔者综合运用了 4P 营销理论和组合整合营销理论知识，对 中国移动手机报” 产品的营销策略组合进行了分析和研究了 中国移动手机报”产品的价格定位、促销 策略和渠道策略，并通过已经公开发表的企业年报、专论、杂志和图书查询、网 上浏览、掌握的第一手信息、数据资料，对 中国移动手机报”提出了价格、促销、 渠道、广告、公共关系等多方面营销策略组合。 关键词： 江西移动 中国移动手机报 市场分析 目标客户 营销策略 1 Abstract The essay is a research with the Marketing Strategy of China Mobile Telephone Newspaper of Jiangxi Market Mobile telephone is not only a way of phonetic communication, but also a way of getting information. Especially today, consumers begin to pay more and more attention to new functions of mobile telephone, such as reading news or watching TV on mobile telephone. It is an important way to increased URP and Business viscous for China Mobile that How to find the communication needs of existing user groups to find new revenue growth. I use the marketing 4P and IMC, Analysis the Marketing Strategy Portfolio for China Mobile Telephone Newspaper research the price positioning, marketing strategy and channel strategy, and has been published through the corporate annual reports, monographs, magazines and books query, browsing, grasp first-hand information, data, puts forward price, promotion, channels and other aspects marketing strategy mix for China Mobile Telephone Newspaper. Key words: JX mobile Ltd Co. mobile telephone newspaper market analysis Target Customers marketing strategy 2 目 录 1. 前言····················································································