联通营销策划书剖析.doc

中国联通校园先锋卡营销策划书 目录 前言·····················································2 市场调查·················································2 市场环境分析·············································3 宏观市场分析··········································3 校园市场分析··········································3 校园竞争手机卡分析····································4 校园先锋卡自身竞争力··································5 消费群体分析···············································6 SWOT分析················································7 优势·················································7 劣势··················································8 机会·················································8 威胁·················································9 营销战略及分析··········································10 宣传策略············································11 分销策略············································11 促销策略············································11 价格策略············································12 销售管理方案············································13 第一环节：销售短期计划······························13 第二环节：销售环节的管理和控制·······················13 市场预算················································14 团队建设················································15 团队框架·············································15 团队分工·············································16 团队要求············································16 团队制度············································17 前言 2010年，中国的通信网络越来越普及，手机用户可以使用各种手机卡随时随地地进行沟通交流。而沟通技术的不断发展，同时鞭策着通信企业的产品不断更新换代以满足移动用户在信息沟通方面的更高要求。丰富多彩的手机卡增值业务及通讯资费套餐与移动用户的各种需求结合，相互促进，催生了中国联合网络通信集团公司的全新业务品牌——“沃”，其3G业务会为我们带来创新的电信体验，即更快的速度、更个性的选择、更宽广的网络覆盖、更丰富的业务，让信息和沟通更自由、更精彩，具体业务分为“沃”·3G、“沃”·家庭、“沃”·商务、“沃”·服务，“沃”·家庭。 至2009年11月30日，中国联通与217个国家的364个运营商开通了语音/短信漫游业务；中国联通还为3G用户提供了61个国家的高速数据漫游业务。2.使用中国联通3G(WCDMA)网络的iPhone用户在已开通3G(WCDMA)网络漫游的国家和地区可以自动优先漫游到3G(WCDMA)网络使用话音和短信业务，在未开通3G(WCDMA)网络漫游的国家和地区可以漫游到当地上表中的2G(GSM)网络使用话音和短信业务。截止2010年6月1日，联通3G网络已覆盖339个城市，其中广东已经覆盖22个大中城市。 要想再扩大3G网络在广东的覆盖率，最好是提高先锋卡在校园学生中的使用率，这就需要作为联通公