a市电信公司互联网宽带业务市场营销策略分析word格式论文.docx

Abstractanalysis,five-forcemodel,BCGModel,4Cmarketing,andsoon,inorder tohaveadistinctanalysisandstudyofmarketingstrategyonbroadband servicesoftelecomcompaniesinAcity.Moreover,intheaspectof increasinglyfiercecompetitiveenvironmentofthecurrentbroadband services,theauthorproposesmanymarketingconceptsforexample,customer segmentation,marketingwithspecificpurposes,andsoon.Ihopethatthe researchfruitinthispapercouldprovideapositivereferenceforthe development of telecom companies in A city.Keywords:telecomcompanyinAcity,broadbandservices,marketingstrategy目录目录摘要..............................................................I第一章绪论.........................................................11.1研究背景和问题的提出...........................................11.2国内外研究现状.................................................21.3研究思路与架构.................................................33.3波特五力模型分析竞争规模和竞争程度............................233.3.1竞争对手的直接竞争程度.....................................233.3.2潜在竞争者.................................................253.3.3替代产品...................................................253.3.4供应商的讨价还价能力.......................................263.3.5消费者的讨价还价能力.......................................263.4A市电信公司宽带产品波士顿矩阵模型分析273.4.1 波士顿模型介绍............................................273.4.2 各项产品分析..............................................28第四章A市电信公司宽带用户满意度调查研究344.1调查背景......................................................344.2调查方法......................................................34目录4.2.1 测评理论基础..............................................344.2.2 问卷设计..................................................364.3调查结果及分析结论............................................364.3.1 用户构成分析..............................................364.3.2 专项满意度分析............................................384.3.3 用户流失可能性分析........................................394.3.4 分析结论..................................................39第五章A市电信公司互联网宽带业务营销策略425.14C营销理论425.2客户细分与针对化营销..........................................