广西电信公司3G移动业务市场营销策略研究-工商管理专业论文.docxVIP

广西电信公司3G移动业务市场营销策略研究摘要 广西电信公司3G移动业务市场营销策略研究 摘要 当前，国内移动通信市场发展迅猛。随着3G技术的成熟，广西 电信将有可能获得3G牌照并经营移动通信业务。为此，需要对移动 通信市场的营销策略进行研究。 本文总结了国内移动通信市场发展的现状及特点，分析了广西区 内通信市场的竞争状况及各运营商间的竞争策略，并对广西电信公司 的内部资源进行了调查研究。在此基础上，对广西电信公司发展移动 业务的优劣势进行分析，并得出广西电信开展移动业务应采取差异化 的竞争战略，利用多种业务的组合及捆绑定价来不断发展用户和提 升企业价值。 为了作好移动业务的营销工作，在营销4Ps理论指导下，广西电 信公司应采取如下措施：建立自己的移动业务品牌；在对用户群细分 的基础上，发挥业务产品种类齐全的优势，针对性地提出产品组合及 价格捆绑策略，为不同的用户群制订适当的价格；选择适当的媒体组 合和宣传方式，实施整合传播；采用现代商业销售模式，广泛拓展各 种营销渠道。 关键词：3G业务竞争态势 市场营销战略用户预测产品 组合价格策略 THE THE STUDY OF MARKETING STRATEGIES FOR GUANGXI TELECOM’S 3G MOBILE BUSINESS ABSTRACT Mobile telecommunication market has developed rapidly in recent years．With the 3G technology reaching its maturity,it is possible for Guangxi Telecom to get a 3G license and start the mobile business．So it 1S necessary to study the marketing strategies of mobile communication market． This paper summarizes the current situation and characteristics of china mobile communication market，and deeply analyzes competition situation and the competition strategies of telecom operators on Guangxi region·It also investigates the internal resource of Guangxi Telecom． Base on this research，this paper analyzes the advantages and weaknesses of the company,and get a conclusion that Guangxi Telecom Company should perform the differentiation strategy,expand its market and improve the enterprise’S value by product mix and price combination． In order to develop the market，instructed by the 4Ps marketing theory,Guangxi Telecom should establish its own brand of mobile service；propose the strategy of product mix and price combination，and set down flexible price for different groups of subscribers；choose appropnate media to perform integrated communications；using modem business method， broadly utilizes commercial net、vork to widen marketing channels． Key Words：3G service competition situation marketing strategy prediction of subscribers product mix price strategy 独创性(或创新性)声明 独创性(或创新性)声明 本人声明所呈交的论文是本人在导师指导下进行的研究工作及取得的研究成果。 尽我所知，除了文中特别加以