中国移动差异化营销策略研究.docVIP

厦门大学 硕士学位论文 中国移动差异化营销策略研究 姓名：洪青 申请学位级别：硕士 专业：工商管理 导教师：谢导Abstract Chinas mobile telecommunications market is developing rapidly in recent years, and tile community has aroused extensive attention. Intense competition, operators of the new pattern of competition, communication slowdown in die growth rate, makes China Telecom has been completed by the sellers market to a buyers market change the course, buyers market means that consumers accounting for a dominant position, the more the right to choose. Operators in order to keq) old customers and attract new customers, develop new business and products, the implementation of differential maiketing strategy. This paper mainly to Chinese largest mobile communication operators China Mobile Group as an example to study. First analysis of China Mobile the maiicet where environmental and research background, Maiketing differences in the theory and marketing mix 4 Ps theory, combining the actual situation of China Mobile，the introduction of the 4P + S model that is based products (including brand, business, prices, channels, maiketing and services) five elements of the marketing mix. Application of this model, this paper analyzes the current implementation of China Mobile Marketing differences of the main contents and basic situation China Mobile also Differential Maiketing Strategy existing problems and shortcomings Department were discussed. Finally, against China Mobile Differential Marketing deficiencies Department proposed a plan to improve the response. By focusing on the differences of the five marketing mix elements analysis and exposition, proved a basic viewpoints, China Mobile is not only fit, and must take different marketing strategies and can be seen as a core business strategy competition. Keywords : China Mobile; Difference; Market Segmentation; Marketing Strategy. 厦门大学学位论文原创性声明 本人呈交的学位论文是本人在导师指导下,独立完成的研究成果。 本人在论文写作中参考其他个人或集体已经发表的研究成果，均在文 中以适当方式明确标明，并符合法律规范和《厦门大学研究生学术活 动规范（试行)》。 另外，该学位论文为（ ）课题（组） 的研