邯鄲市电信分公司“小灵通”市场营销战略研究-69页.doc

邯郸市电信分公司“小灵通”市场营销战略研究 Research On “PAS” Marketing Strategies Of HANDAN TELECOM BRANCH CO. 摘 要 邯郸市“小灵通”无线市话通信局已于2001年11月挂牌成立。最近的几年中，“小灵通”在邯郸市乃至全国都有着飞速的发展。面对市场日新月异的变化，邯郸市无线市话通信局如何在新的竞争环境中，不断进步，加快提高市场占有率，制定出科学、严谨、切实可行的营销战略，是当前面临的重要问题。本文采用了定性和定量相结合的分析方法，在对“小灵通”产品特性、发展前景进行详细分析的基础上，从经济、自然、技术、政策、市场需求、竞争对手等对各方面进行剖析，对邯郸市“小灵通”进行了科学的市场定位，找出其目标市场。进而，我们又从传统的4Ps（产品、定价、分销、促销、服务）和新兴的4C（消费者、消费成本、沟通、便利性）对“小灵通”进行了分析和评价。最后，在以上分析的基础上，我们为邯郸市无线市话通信局制定了科学的市场营销战略和市场管理战略。 [关键词]： “小灵通” 电信 无线通信 市场分析 营销战略 ABSTRACT PAS (personal access phone system) bureau of Handan founded in November 2001. Being a short distance correspondence technology, PAS has developed rapidly all over our country during recent years. Facing the each passing days change of market, the new problems have been put forward, such as : how to exploit more market share and improve the market ratio; how to make the scientific and practical strategies and measures in the new competition circumstances. On the base of analysis of PAS traits and prospect, we comprehensively analyze the following aspects , such as economic circumstance, nature circumstance, technology circumstance, policy circumstance, consumer demand, competitor and so on by using the qualitative and quantitative analysis methods. Then we try to find out the opportunities and threats in external environments, and the right target market to make scientific marketing orientation. Further more we analyze and evaluate the 4Ps(Product, Price, Place , Promotion and Service) and 4Cs(Consumer, Cost, Communication, Convenience) of PAS. Lastly on the base of analysis before, we make out marketing strategies and administrating strategies for the PAS Bureau of Handan. [Key Words]: PAS Telecom Domain Wireless correspondence Market analysis Marketing strategies 目 录 第一章 绪论……………………………………………………………………………… 第一节 选题意义…………………………………………………………………… 第二节 本课题的研究方法和思路………………………………………………… 第二章 “小灵通”产品特性、发展前景及投资评估………………