专科市场营销论文-浅谈移动和联通的营销战略浅谈移动和联通的营销战略.docVIP

“联通”应对“移动”的营销策略 姓 名 XX XXXXX 专 业 工商管理 学 号 1151101450978　 入学时间 2011年秋季 指导老师 王老师 日 期 2013年5月6日　 办学单位：中央广播电视大学 内容提要 通信运营企业环境在新的世纪里发生了飞速的变化，天下逐鹿，捷者先登，中国移动在这场没有硝烟的战火中独占鳌头、首屈一指。面对如此强大对手已经通过精品网络的建设并取得了下一步发展先机的中国联通应如何应付，以保证未来企业持续，健康发展。结合菲利普.科特勒的营销理论和中国移动的市场营销策略来看，中国联通在于产品策略、价格策略、分销渠道策略以及促销策略都有自己独特的营销理念和优点。 联通公司利用广告等合法的促销手段，如投入了大量的资金在各种报纸，电视及网络等媒体上进行了大规模的广告攻势，在树立企业形象方面取得了良好的效果；品牌经营是避开低层次价格竞争的有力武器，是企业持久竞争优势之所在，联通公司选择品牌经营，赢得了通信市场竞争夺得先机；联通公司制定合适的价格策略，讲究有效益发展，不主张竞相压价去获得市场占有率，为企业的长远发展奠定了基础；总之联通公司各项适宜的策略必将其推向强势企业。 关键词：移动通信 联通通信 市场营销策略 informative abstract Communication enterprise environment has undergone rapid changes in the new century, competing in the world, the Czech Republic, China Mobile in this smokeless war leader, second to none. Faced with such powerful rivals next has been achieved by excellent network construction and development opportunities should be how to deal with China Unicom to ensure future sustainable and healthy development. Combination Phillips. Kotlers theory of marketing and marketing strategies of China Mobile, China Unicom of product strategies, pricing strategies, distribution channels, and promotion policy has its own unique marketing concept and benefits. Unicom company using advertising, legitimate of promotions means, as inputs has large of funds in various newspaper, TV and the network, media Shang for has mass of advertising offensive, in set enterprise image aspects made has good of effect; brand operating is avoid low-level price competition of strong weapons, is enterprise lasting competition advantage of where, Unicom company select brand operating, won has communications market competition won ahead of; all in all the appropriate Unicoms policy will push its powerful enterprise. Key words: Unicom communication marketing strategy for mobile communications 目 录 一、移动公司与联通公司的发展概况 （一）移动公司的业务发展···································4 （二）联通公司的业务发展··························