海南移动通信公司价格战略研究-工商管理专业论文.docxVIP

摘 摘 要 近几年来，移动通信业在我国得到迅猛发展的同时，其行业市场竞争也日益 加剧，为抢夺更大的市场份额而展开的价格大战也愈演愈烈，如何发挥企业核心 竞争优势，制定出行之有效而又适应市场形势变化的价格对策与战略，抗衡竞争 对手非理性的价格竞争，使企业在同行业中始终保持领先优势和领导者地位，是 摆在海南移动通信公司面前的一个非常重要的研究课豚。 本文首先介绍了海南移动通信业发展概况、竞争环境和海南移动通信公司所 面临的激烈市场冲击和竞争压力；其次，通过对影响企业的宏观环境和微观环境 进行分析，运用swoT分析方法，汇总了海南移动的优势、劣势以及所面临的机 会和威胁；接着，通过对海南移动公司价格策略现状及存在问题的描述，对海南 移动现有价格战略进行了全面的评述；最后，根据移动通信行业特点和海南移动 通信公司具体状况，运用产品定价基本理论，采用综合因素定价模型，依照客户 细分原则，提出和制定了海南移动通信公司的短期、中期和长期价格战略建议。 本文采用理论与实践、定性与定量相结合的科学方法，对海南移动通信公司 价格状况进行了深入的分析和探讨，建设性地提出了适合海南移动的一整套可行 的、易于操作和实施的、基于客户细分的短期和中长期价格战略，对海南移动和 其他电信运营企业的价格研究和竞争战略的制定提供了具有价值的参考依据。 关键词：移动通信环境分析综合因素模型价格战略战略评估 AbstractOver Abstract Over the last couple of years，mobile industry developed so rapidly in China that the market competition has been becoming much tougher than ever．And in order to sei ze more market shares，there had al so become fiercer in the war of price．The most important research subject of Hainan Mobile Conununication which 1ies before it is on how to give full play to the enterprise’s competitive superiority at the core，to work out reasonable price policy and marketing strategy both practical and adaptable，to ensure themselyes to have a competitive price over their opponents and to reinforce their 1eading positive advantage and the status of leadershiP in this field as well． The article firstlY introduces the development and competition environment of Hainan Mobile Communication Company，as well as the market impact and competition pressure faced by it．Secondly，by analysing the macro and microenvironment，the article concludes the advantages， disadvantages of the company and chance and threat faced by it with the method of SWOT．Subsequently，the article gives a complete discussion on price strategy by the description of present condition existing problems． FihallY，according to the characters of communication business and specific situation，advice of short—term，mid—term．10ng—term price strategy is giyen，exerting basic theory of pricing and comprehensiv