电信天翼手机校园卡营销方案.docVIP

《电信天翼手机校园卡营销方案》 烟台汽车工程职业学院 电子工程系 09级汽电二班 指导老师：孙君君 成员：闫彬瑞、胡仿宇、陈思、周艳、杜鑫 摘要 随着改革开放，在我国，手机已经从高端的奢侈品变的“平易近人”。相对全世界50%的手机普及率来看，我国41%的普及率已接近世界水平，个别发达城市已达到107.5%。中国手机用户数量已从2007年的5.40亿增长到7.38亿。随着中国电信公司收购CDMA网络开始，现在我国已形成了三足鼎立的通信产业局势。2009年1月7日，三张?3G牌照的发放，意味着中国3G时代的到来。在巨大的利润空间下，各个运营商都蜂拥而至。但是中国电信公司作为老牌知名通讯企业，在这种背景下，为何出现开源无门的状况？中国电信公司推出了自主品牌——天翼手机，希望能凭借该品牌迅速占领市场。在面向大众的同时，电信公司把目光对准了在校大学生这一市场，并推出了校园学生卡，准备在各大院校提高市场占有率和品牌知名度。这种战略能否达到预期的效益？ 本策划书是针对该战略在烟台汽车工程职业学院所做的一个具体的营销策划书，我们经过问卷调查，走访调查等多种科学的调查方法得到大量具体的、真实的数据后，又应用科学的分析工具和理论，对数据分析得出结论，进而做出的了一系列策划，以便完成我们的营销方案。 关键字： 中国电信 3G 天翼手机 校园学生卡 Abstract With the opening and reform, in our country, the handset already from high-end luxury become amiable. The world of mobile phone penetration rate relative 50%, medium-small 41% of penetration rate approaching the world level, individual developed city has reached 107.5%. China mobile phone number of users, already from 2007 7.38 million to 5.40 billion growth. As China telecom company acquisitions CDMA network begins, now China has formed Japans communication industry situation. 2009 on January 7th, three copies of 3G licences issued, means China 3G era is approaching. In great profit space, all operators are in droves. But China telecom company as the old-line famous communication enterprises, under this background, why appear open source gates condition? China telecom company has released independent brand-uzeer TianYi mobile phone with the brand, the hope can rapidly occupation market. In the meanwhile, public telecommunications companies look aimed at the college students of this one market and has launched a campus student card, prepare in colleges and universities increased market share and brand awareness. This strategy can achieve expected effectiveness? This book is aimed at the strategic planning in yantai automotive engineering vocational college did a detailed marketing planning books, we passed through questionnaire survey, visiting survey and so on many kinds of scientific inves