贵州移动市场营销策略研究-MBA专业论文.docxVIP

V?87主9B贵州移动通信有限责任公司市场营销策略研究 V?87主9B 贵州移动通信有限责任公司市场营销策略研究 摘 要 近年来，随着人民生活水平的提高以及通信需求的不断扩大，贵州移动正迅 猛地向前发展，与此同时，贵州移动通信市场的竞争也越演越烈，贵州联通、小 灵通均将价格作为主要的竞争武器，为抢占市场，贵州移动也不得不通过降价来 实行战略跟进。通过打价格战这种低效的竞争手段，非但没有效地启动市场，反 而使ARPU值不断下滑，用户不稳定性增加，经营成本加大，公司价值贬值。如何 超越“价格战”，有效地提高市场份额，是目前贵州移动需要站在战略高度考虑 的问题。 本文以贵州移动为研究对象，运用市场营销学、战略管理等相关理论，采用 定量与定性分析相结合的方法，从对贵州移动竞争现状、存在问题和特征的了解 入手，通过对宏观环境(PEST分析)、行业竞争结构(5F模型分析)、现有的 竞争格局及企业的产品、价格、营销渠道、促销手段的分析，对贵州移动营销目 标市场进行细分，进而确立了贵州移动的目标市场并进行定位，提出了在激烈竞 争的新形势下，仅仅依靠低价策略已不能保护原有的竞争优势，只有通过不断地 创新，建立一套攻守俱佳的营销策略，才能构筑持续竞争优势。 由于本人水平有限，文中不免有疏忽和遗漏之处，敬请各位专家教授批抨指 正。 关键词： 贵州移动 市场营销策略 研究 The The Research On The Market Strategy Of Guizhou Mobi Ie Summary In recent years，as people living standard increases and communication requirement expands，Guizhou Mobil develops fast， which brings about fierce competition to the market of Guizhou mobil telecommunication．6uizhou Unicom and Guizhou Xiiaolintoug gain favor of low end subscribers because of very low communication fee．In order to survive and develop， Guizhou Mobile increase their competitiveness with lower price．，which brings about ARPU value shows downtrend，instability of consumer adds，cost of manage increases，value of company depreciates．It need Giizhou mobile think how to walk out“price wall”and effectively increase market shal 1 of Gui zhou Mobi 1 effect ively． ThiS article focuses market project of Guizhou Mobile，ThiS paper applies the theories related to marketing and strategic management． Adoptting the analysiS method，which combines quantitative and qualitative analysis．According to the present situation of power marketing，its problems and features，The paper establish the target market of Guizhou Mobile by analyzing marketing of exterior environment and interior environment．The author illustrates that low price strategy cannot protect the original competitive advantage in the severity competition situation，and that the only source for continuous competitive advantage is to constantly create and set effective