辽宁省电信公司市场营销策略-工商管理专业论文.docxVIP

垂韭盘生塑±生焦逢塞 垂韭盘生塑±生焦逢塞 摘璺 辽宁省电信公司市场营销策略 摘要 随着社会主义市场经济的发展和全球经济一体化，信息产业得到快速发展，中 国电信市场的政治环境、技术环境以及竞争格局已发生了巨大变化。对长期在计划 经济和垄断经济的保护下成长的中国电信运营业而言，将面临国内和国际竞争对手 的激烈竞争和挑战。辽宁省电信公司作为一个新进入的电信运营企业，所面临的市 场竞争更加严峻。研究辽宁省电信公司当前应采取的营销策略具有重大的现实意 义。 本文首先介绍了辽宁省电信公司的背景、概况和所经营的电信业务，介绍了本 文所运用到的市场营销学的相关理论，并着重分析了当前中国电信市场的政治环 境、经济环境、科技环境等宏观环境，分析了电信行业的发展趋势，行业经营环境 及辽宁省电信公司的竞争对手情况。 为解决辽宁省电信公司市场营销的不足，本文详细分析了公司内部经营环境， 指出了公司在市场营销活动中存在的问题，并遵循市场营销学的基本规律，结合电 信市场的具体特点，重点阐述了辽宁省电信公司在产品、价格、分销、促销上所应 采取的营销策略。 关键词 电信市场营销营销组合策略 ．II． 蠡I!基璧题±堂铖逢塞 蠡I!基璧题±堂铖逢塞 撼要 Marketing Strategy of Liaoning Telecom Corporation Abstract With development of SOeialist market economy and integration of the global economy, information industry develops quickly and the political and technic鑫l environment and competition schemes of China telecommanicafions market have changed greatly．China telecom operators，who grew up under the protection of planning economy and monopoly economy in the long terlTl，have to face cut-throat competitions and challenges from opponents at home and abroad．As new telecom o竹erator,Liaoning Telecom Corporation (LTC)is facing with fiercer competition。It is of great significance to study the marketing strategies t11at LTC shall apply with． In this thesis，introductions a∞given On the background，general condition and the teleeom services of LTC，and corresponding theories on marketing．Analysis is made on macro environment of China telecom industry,such as political，economical，scientific and technological environments。And study is made Oil the developmeut trends oftelecom industry,the industry environment and the conditions of LTC’S competitors． 强fill the gap on marketing，the author studies in detail the internal management environment of LTC and points out the problems of LTC in marketing．Pursuing of basic rules of marketing and combining them with characteristics of telecom market，the paper expatiates t