《3G产品体验式营销策略思考与探析》-毕业论文设计（学术）.docVIP

安徽理工大学毕业论文 PAGE PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 0 l 本科毕业论文 3G产品体验式营销策略思考与探析 学院（部）： ************* 专业班级： ************* 学生姓名： ***** 指导教师： ************* 2013 年 6 月 1 日 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT II PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT I 3G产品体验式营销策略思考与探析 摘要 自2009年工业和信息化部为中国移动、中国电信和中国联通发放三张分别为TD-SCDMA、CDMA2000、WCDMA的3G牌照后，3G产品营销活动如火如荼的开展开来，3G各种终端产品销售火热，而也一度成为炙手可热的话题。本文介绍了我国3G的含义、3G主要产品、3G产品的发展现状和未来发展趋势的前景展望、体验式营销的概念、特点、形式，阐述了3G产品体验营销策略，分析了现阶段3G产品体验式营销中存在的问题，例如：3G费用缺乏弹性且费用偏高，顾客参与度仍然相对较低，营销观念滞后，产品品质差强人意，应用枯燥等等。最终提出可供参考的可行性建议:树立“顾客导向”的全面体验营销观念，体验营销的策略组合，国内运营商3G业务体验营销策略建议，精细化服务破解同质化等等。 关键词：3G产品，体验营销，营销策略 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT I PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT IV ON THE 3G PRODUCTS EXPERIENTIAL MARKETING STRATEGY ABSTRACT Since 2009,the Ministry of Industry and Information Technology of the People’s Republic of China for the China Mobile, China Telecom and China Unicom issued by 3G license,they were TD-SCDMA、CDMA2000 and WCDMA.3G product marketing activities carried out quickly.3G products are sold quickly and 3G is also becomes a hot topic.This article describes the meaning of 3G, 3G product development status,prospects,the experiential marketing’s meaning,characteristics and forms.And then analysis 3G products’ experiential marketing stages and problems.Such as 3G costs inflexible and expensive,customer participation is still relatively low, lagging marketing concept, product quality is also unsatisfactory, applications are boring and so on.Finally, put forward the proposals.Establish a customer-oriented concept of a comprehensive’s experiential marketing, experiential marketing strategy mix, the proposals for 3G domestic carriers,fine service crack homogenization. KEYWORDS：3G products, experiential marketing, marketing strategy PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT I PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT IV 目录 摘要（中文） H