广州移动营销策略分析大学课程设计.docVIP

摘要 手机对于现代人来讲已经不仅仅是一个通讯工具，人们更多的通过手机上网，听音乐、刷微博……这些功能的实现，都与需要各大运营商的数据业务给予支持来实现。人们对数据业务的需求变得迫切且强烈，数据业务的广州市场在三大运营商的不同策略的营销运作下风起云涌。广州联通、电信两个强劲对手在数据业务的营销策略上出色运作，目前处于市场的优势地位。为了要巩固通讯业老大哥的地位，对移动的整合营销策略的研究是十分必要的。 本文的研究对象时广州移动的整合研究策略，以整合营销传播相关理论为指导，通过文献查阅法、系统分析法以及实地访谈的形式来进行研究，取得目前移动数据业务经营状况的第一手数据。并且本文也从利用PEST模型进行了宏观环境分析得到数据业务的政治经济环境，社会环境都为其良好发展起到了积极作用，尤其是技术环境，技术的优势更是为满足人们多样化的需求提供了良好的条件。产业分析方面，目前数据业务是各家运营商经营的重点，因为其已有取代传统语音业务的趋势，成为新的营业收入增长点。竞争方面，广州移动目前最大的两个对手是广州移动与广州电信，并且在数据业务上面，联通与电信较移动来讲表现都较优。整合营销策略方面，在媒体整合与促销传播手段方面移动的亮点很多，但是在产品整合传播，整合数据库方面存在一定的问题。针对其问题，笔者提出一些建议如大力推广MM，借由MM来进行产品的整合推广等。 关键字： 整合营销传播 广州移动 数据业务 Abstract Mobile phone is not only a tool for communication in modern society. It is used to surf the Internet, listen to the music, refresh weibo and so on. To make these functions perform needs every communication operators’ support. The urge to the data service is becoming urgent. The data service market is complicated under the condition of the three operators’ marketing strategy. Guangzhou China Unicom and CTC are better than CMCC in marketing of data service. To solidify the dominant position, it is necessary to research its marketing strategy. This paper picks the integrate marketing communication strategy of the data service of Guangdong CMCC as research object, does analysis with literature research and interviews methods and so on; based on integrate communication marketing and other related theories. Besides, the theory also use PEST MODEL, making a conclusion is that the politics, economics and society condition is perfect. Especially, the technology condition is the best. The technology of data service can satisfy the various needs of people. Form the industry perspective, data service is becoming the point of marketing in three communication operators. For the reason of that, data service tends to run over the traditional voice service. From the competing perspective, the most important competitors are CTC and China Unicom. And the performance of the data s