忻州联通3G营销策略探究.pdf

摘要 随着移动通信的迅猛发展，移动电话替代固话的趋势越来越明显。作为固话运营商的忻 州联通面临前所未有的挑战，要迎接这种挑战，进行战略转型、开展移动业务、实施全业务 经营势在必行。 本文分析了忻州通信市场与行业现状，总结了国外运营商3G业务发展的经验与教训，研 究忻州3G市场用户需求并进行市场细分，采用SWOT分析法深入分析忻州3G业务市场的竞争 态势，提出忻州3G业务市场定位与战略目标，即实施客户满意度战略，以竞合的观念推行成 本领先和差异化竞争战略。 从战术上讲，忻州联通要强化服务，充分利用全业务经营优势，推行产品组合营销；要 提高网络质量，打造客户和业务品牌，结合品牌和质量，灵活科学地制订不同客户群体的价 格标准；要完善现有渠道，拓展外部渠道，利用网络营销，丰富营销渠道；同时应选择适当 的媒体组合和宣传方式，实施整合传播营销。 在获得3G牌照后，忻州联通成为真正的全业务运营商。忻州联通要发挥整体优势，促进 3G业务发展，一是发挥固网优势，实施多业务捆绑促进3G营销。二是积极探索固话、3G网 络融合业务，为忻州联通有效利用物力资源，充分发挥综合运营商的独特优势，促进3G业务 的发展打下基础。 【关键词】市场需求 营销战略 基本策略 保障体系 3 Abstract With the rapid development of mobile communication, cellular phones alternative fixed-line trends are becoming evident. As fixed- line operator, China Unicom Xinzhou faces an unprecedented challenge. It is necessary to meet this challenge, to engage in strategic restructuring and carry out mobile business. The implementation of the whole business is imperative. This paper analyzes the communications markets and the industry status quo in Xinzhou. It sums up the 3G business development experience and lessons learned from foreign operators. It researches the 3G market demand and market segmentation in Xinzhou, and uses SWOT to analyze the 3G business competition in the market situation of Xinzhou. The paper proposes the 3G business market positioning and strategic objectives for Xinzhou, i.e., the implementation of customer satisfaction strategy to implement the concept of competing cost leadership and competitive strategy of differentiation. From the tactical perspective, Xinzhou Unicom needs to strengthen services to take full