安徽移动大学营销策略.doc

南京邮电大学2017届毕业论文 PAGE PAGE 8 安徽移动通信大学校园营销策略研究 摘要：随着移动通信产业的迅速发展，通信行业对我国GDP的贡献率日益增长，尤其是随着4G网络的广泛商化标志着新的业务增长点和庞大用户市场的出现。截至2016年12月中国移动移动用户数增长165.1万户，总数达到8.48亿户，4G用户净增2520.5万户，总数达到5.35亿户，全年累计新增2.22亿户。 4G网络投入商用，对于各运营商既是机遇，又是挑战。如何正确认识和运用4G网络对校园用户的影响，探究4G网络在校园的发展态势，对于安徽移动校园渠道建设和优化有着十分重要的意义。 本文立足于行业现状，以安徽移动通信大学校园营销策略为项目研究对象，在理论结合实际的基础上分析了安徽智能手机营销项目的市场环境、竞争环境等，针对安徽移动手机在大学校园营销策略中的产品策略、价格政策、渠道策略、促销策略及服务策略五个方面提出改进方案，并在后续效果中加以验证、改进和巩固。 本文力求在项目管理理论的指引下，完善安徽移动通信在大学校园营销组合策略，以期提升安徽移动通信在大学校园运营的核心竞争力，扩大并稳定终端销售份额，强化安徽移动区域竞争市场的主导地位。 关键词：4G网络 安徽移动通信 校园渠道 营销策略 Abstract:With the development of HYPERLINK /link?url=/search?q=[%E9%80%9A%E4%BF%A1] mobile communicationkeyfrom=hao360q=%E7%A7%BB%E5%8A%A8%E9%80%9A%E4%BF%A1%E7%9A%84%E8%8B%B1%E6%96%87ts=1493892165t=dbc5bf8f60594dfd63f52 \t /_blank mobile communication,Communication industrys contribution to Chinas GDP growth.Especially with the extensive commercialization of the 4G network reveals that the new business growth and the emergence of a huge user market.As of December 2016, the number of mobile subscribers increased by 1 million 651 thousand and the total reached 848 million, the total reached 535 million, more than 222 million new year. For each operator,4G network commercialization is both an opportunity and a challenge. How to correctly understand and use the impact of 4G network on campus users, to explore the development trend of 4G network on campus, has a very important significance for the construction and optimization of Anhui mobile campus channel. This paper is based on the status of the industry, the strategy of Anhui mobile communication university campus marketing project as research object, based on the combination of theory and Practice on the analysis of the Anhui intelligent mobile phone marketing project market environment, competition environment, according to the five aspects of Anhui mobile phone in the campus of the University of marketing strategy in product strategy, channel strategy, price policy