3G时代成都移动的市场营销策略.pdfVIP

3G 时代成都移动的市场营销策略 专业：市场营销 学生：XXX 指导老师： 摘 要 随着电信重组的这张“窗户纸”被最终捅破，全业务运营真正进入了实战阶段。虽 然 2007 年 11 月下旬，中移动集团公司高层在欧洲路演时就指出，公司将获得固网牌 照，并通过光纤到户技术向企业提供包括移动电话、固网及专线等通信服务；虽然中国 联通这家重组前唯一的全业务运营商，将固网业务的重点放在宽带业务（包括数据专线 业务）；虽然中国电信和中国网通对移动牌照盼望已久，并一直用“小灵通”模拟着移动 通信的梦想。但有一点可以肯定地是，对全业务运营，大家都还没有准备好。 对于中国移动而言，最薄弱、最担心的是集团客户市场，固网运营商称之为政企客 户或大客户、商务客户市场。由于固网运营商在该领域进入时间早，加上固网在安全 性、带宽、用户使用习惯等方面的天然优势，中国移动的差距十分明显，不少企业通信 支出的 70%-80%都交给了固网运营商。如果固网运营商在原有的优势上捆绑移动业务，对 客户提供“一站式”解决方案，则新移动的集团客户市场就看上去岌岌可危了。 综上所述，全业务运营时代的竞争主战场极有可能是在集团客户市场。该市场的未 来格局如何变化，新运营商可以采取哪些有效策略，针对问题，本文将提出几点思考 。 关键词：3G；电信行业重组；竞争策略；SWOT 分析 Study on the Expected Model of Beta Coefficient Major: Financial Management Student:XXX Supervisor: XXX Abstract With the restructuring of telecommunications this window of paper piercing the end, all business operations into the actual combat phase of the real. Although the end of November 2007, in Mobile high-level group on road shows in Europe pointed out that the company will receive fixed-line license, and through-the-home fiber-optic technology to businesses, including mobile phones, fixed line and communications services, and so on; although China Unicom The reorganization of the former only full-service carriers, fixed- line business to focus on broadband services (including data line business); Although China Telecom and China Netcom on the long-awaited mobile license and has been the Little Smart simulation The dream of mobile communications. But one thing is for sure is that for the entire business operations, we are not ready. For China Mobile, the weakest, most worried about is a group of customer markets, fixed-line operator called the enterprise customer or customers, business customer market. As the fixed