漯河网通个人宽带业务的营销策略研究-工商管理专业毕业论文.docxVIP

漯河网通个人宽带业务的营销策略研究摘要 漯河网通个人宽带业务的营销策略研究 摘要 我国通信市场经过改革重组，电信领域已打破垄断，漯河网通公 司的个人宽带业务面临着前所未有的挑战。 本文运用营销管理的有关知识，首先对漯河通信市场的宏观环境 和微观环境进行了分析，并通过市场调查的方法对宽带用户群的年 龄、职业、收入、偏好等因素进行了具体分析，明确了漯河网通个人 宽带市场的目标用户，并针对目标用户提出了个人宽带业务的营销策 略。指出漯河网通应进一步丰富宽带产品，提高宽带服务水平，采取 灵活的宽带价格策略，整合宽带宣传方式，加强对宽带广告促销的效 果评估，提高代理商的素质和业务发展积极性，拓展营销渠道，同时 加强对宽带营销策略的效果分析和过程监控，完善考核体系。在进行 论述的同时运用五力模型和SWOT分析总结了漯河网通在宽带市场 竞争中面临的挑战和机遇，对漯河网通下一步应采取的宽带促销策略 提出了自己的建议。 关键词：个人宽带环境分析市场细分营销策略控制执行 MARKETING MARKETING STRATEGY STUDY OF INDIVIDUAL BROADBAND IN LUOHE NETWORK CORPORATION AB STRACT Tekr,ommunication market develops rapidly in china．Monopolization in telecom field has been broken after reformation and腻舢咖1商伽The individual broadband operation in luohe Network communication Corporation faces unprecex]ented challenge． This essay analyzes macroscopically and microcosmic environment in luohe telecom market by the way of marketing management．we also make concrete analysis about the costumer’S age,profession,income and good etc．by marketing 代=se{jrch．We oD】缸mn that the individual broad consuffler is our goal use￡And we advance the marketing strategy of goal us瓯We think Luohe network Communication Corporation should build diversified txoadband product and improve broadband sen，iCe level．We also should take flerdble price sWategy and perform integrated advertising,Next we will enhance the effect comment about broadband advertisement promotion,improve the diathesis and positivity of agents, and widen marketing channels．We also will enhance the effect analysis and process inspect about broadband development strategy,infect check system．We also use five-force model and SWOT method to sum up the challenge and opportunity that hohe network communication corporation has been faced in broadband础et．We bring forward our advance about the broadband promotion ofluohe Network communication Corporation． KEY WORDS：individual broadband,environment analysis，marketing segmenting, marketing strategy,control perform 独创性(或创新性)声明 独创性(或创新性)声明 本人声明所呈