河南联通3G营销策略研究-工商管理专业论文.docxVIP

摘要摘 摘要 摘 要 2009年1月7日，工信部在为重组后的中国联通、中国移动、中国电信三家 电信运营商颁发了3G运营牌照，中国进入3G时代．河南联通在集团公司六统 一营销策略的指导下，经过1年多的3G市场启动运营，3G业务取得初步发展， 但3G业务应用普及率低，用户发展有效性低，3G业务发展没有达到预期，整 体市场规模还较小。怎样客户困难，运用运营策略使河南联通的3G业务迅速步 入完善运营阶段成为中国联通河南公司重要经营问题。 中国3G运营目前处于启动初期阶段，国际日韩和欧美的运营商在2005年 ·2008年3G运营达到了规模和收入都比较稳定的完善运营期。中国联通3G运 营面l瞄惨烈竞争环境，与国外3G运营起步之时有相似之处，可结合实际情况借 鉴国外运营商成功经验，规避风险，力求快速步入完善运营阶段．河南联通需 要充分利用3G运营机会，寻求差异化服务，实现三分天下有其一的战略目标。 本论文以市场营销管理基本原理为指导，通过对国际代表性运营商3G业务 运营策略及案例的学习研究，运用SWOT分析方法分析河南联通3G业务的定 位，结合3G业务营销现状运用客户价值让渡理论提出河南联通的3G运营策略 的改进措施．对河南联通3G业务营销管理和业务发展有一定参考意义。 关键词s营销改善措施； 3G营销策略；市场营销； AbstractJanuary Abstract January 7，2009，the Ministry of Industry for the reorganized China Unicorn， China Mobile,China Telecom awarded three 3G ealTiers operating license，the Chinese into the 3G e躬|_Six Henan Unicorn Corporation under the guidance of a unified marketing strategy,more than 1 year after market launch 3G operators，3G business achieved initial development,but the 3G business applications埘m low coverage,low effectiveness of the USer development,3G business did not meet expectations,overall market size is also small．How difficult customers，the use of operational strategies to Henan Unicom’S 3G services rapidly into the operational phase of a complete company of China Unicom Henan important business issues． Chinas 3G launch is currently in the early stages of operations，international and European operators in Japan and South Korea in 2005-2008 in 3G operating income reached a scale and improve the operation mole stable period．China Unicorn 3G operators face fierce competition谢也foreign operators start 3G when there a∞ similarities，to learn the actual situation、)l，ith the successful experience of foreign operators，to avoid risks，and strive to improve quickly into the operational phase． Henan Unicom 3G operators need to take full advantage of the opportunity for differentiated services，achieving a one third ofthe worlds strategic objectives． This papers to the basic principle ofmanagement ofmarketing for gui