广东移动数据业务营销策略研究-工商管理专业论文.docxVIP

II II Abstract Mobile communications develop rapidly. From the early TACS generation to second generation and third generation.People use mobile phone not only calling but also sending messages mms internet shopping. Those non-voice services call for data services. Mobile non-voice business income ratio showed faster growth data. Services are very important. The thesis analyzes and studies the trend of development on 3G in China，and competition power of chinese main telecom industries and their choosing strategies according to china mobile Guangdong branch reality status and the development circumstance of data services. The thesis explains the proportion of data services income to whole services income importance and imminence of developing data services. This paper takes marketing, brand marketing, competition’s strategy of corporate customer relationship management, and other theories as its theoretical basis. Through extensive investigation and reading literature, the writer objectively analysis the external and internal environment of Guangdong Mobile, and points out the advantages, disadvantages, opportunities and threats of the Guangdong Mobile at Guangdong communications market, and points out the marketing’ problems of new services system. The paper makes a series of marketing strategy for new business system of Guangdong Mobile, which includes commercialization flowchart of new mobile services, the identification of new services’ target market, new services product strategy, pricing strategy and services strategy. The thesis introduce some ways of colonization market of china mobile data services and make china mobile hold in the lead in china. Keywords: Guangdong Mobile Data Services Competitive Strategy Market Strategy Service Strategy PAGE PAGE IV 目 录 摘 要 I HYPERLINK \l _bookmark0 Abstract II 1 导 论 HYPERLINK \l _bookmark1 1.1 选题背景及意义 (1) HYPERLINK \l _bookmark2 1.2 相关概念 (2) HYPERLINK \l _bookmark3 1.3 研究内容及方法 (4) 2 理论综述 HYPERLINK \l _bookmark