电信移动增值业务曲靖市场营销策略研究..doc

河 北 工 业 大 学 毕 业 论 文 作 者： 学 号： 学 院： 管理学院 系(专业)： 市场营销 题 目： 电信移动增值业务曲靖市场营销策略研究 指导教师： 副教授 评阅教师： 2012年06月05日 毕业设计（论文）中文摘要 电信移动增值业务曲靖市场营销策略研究 摘要： 改革开放以来，中国信息产业经济飞速发展，3G时代的到来，使中国通信企业的发展方向发生根本性改变。据中国电信移动服务收入达到682.48亿元，占收入比重提升至27.9%，移动服务收入已超越有线宽带，成长为公司第一大业务。消费者 Title The marketing strategy research of mobile telecommunications value-added service in Qujing market Abstract Since the reform and opening up, Economy of information industry has developed rapidly in china, the 3G era, fundamental change in the development of Chinese Communication Enterprise has been coming. According to China Telecom disclosed in 2011 annual results show that mobile service revenue reached RMB 68.248 billion, accounting for the proportion of revenue to 27.9%, mobile service revenue has surpassed the revenue of Wireless Broadband, it has become the companys largest business. In the background of mobile value-added services become the main business of the communication enterprise, the telecom company in Qujing also hasten marketing effort on its mobile service. In this thesis, the use of marketing theory, such as PEST analysis of mobile value-added services to external environmental analysis, competitor analysis. According to deep interviews and second-hand data survey methods collect consumer buying behavior factors of Qujing Telecom mobile value-added and analyze the company marketing strategy, On this basis, it proposes rationalization improvement program about the marketing strategy of Qujing mobile value-added services. I hope it can help Qujing Telecom expand mobile service market. ? Keywords: Telecom Mobile value-added services Marketing strategy  目 次 1 引言 1 1.1 选题背景 1 1.2 研究目的及意义 2 1.3 研究内容及方法 2 1.4 研究框架 3 2 相关文献综述 3 2.1 市场营销策略概念描述 3 2.2