电信企业营销策略研究——以移动公司为例.docxVIP

电信企业营销策略研究 ——以移动公司会泽分公司为例 摘要 营销策略对于电信企业的发展具有很大的作用，其主要是创造、获取和维护客户。其成效在于从长远的角度出发，有效地提升市场竞争力；进行市场调研，收集市场信息，用以掌握市场变化环境和正确决策；同时促进企业的产业结构优化升级，提升市场经营能力，提高市场占有率。文章制定了某市移动4G业务市场营销战略，在产品策略方面，应该：投入4G网络建设，为4G业务的顺利开展提供保障；深化与终端制造商的合作，丰富4G终端种类；深化与终端制造商的合作，丰富4G终端种类；维持传统语音业务平稳发展，不断提高售后服务水平。在价格策略上，应该：4G资费的基础上调低资费，并且在4G业务的不同发展时期，实行不同的价格策略。在分销策略上，应该：切实抓好渠道转型；重点抓好4G终端分销。在促销策略上，主要制定了人员推销策略、广告策略和营业推广策略。 关键词：电信企业；营销策略；会泽移动；营销理论 Abstract Marketing strategy has a great effect on the development of telecom enterprises, which mainly create, acquire and maintain customers. Its effect lies in the long-term perspective, effectively enhance the competitiveness of the market, conduct market research, collect information, to master the market change environment and correct decision-making, at the same time promote the enterprises industrial structure optimization and upgrade, improve market management capacity, improve market share. The article has developed a city mobile 4G business marketing strategy, in product strategy, should: input 4G network construction, for the smooth development of 4G business to provide protection, deepen cooperation with terminal manufacturers, enrich the 4G terminal type, deepen cooperation with terminal manufacturers, enrich the 4G terminal type, maintain the smooth growth of traditional voice business, Continuously improve after-sales service level. In the price strategy, should: 4G tariff base to increase low tariffs, and in the 4G business in different development period, the implementation of different price strategies. In the distribution strategy, should: do a good job of channel transformation, focus on 4G terminal distribution. In the promotion strategy, mainly formulated the personnel promotion strategy, the advertisement strategy and the business promotion strategy. Key words：telecom enterprises; marketing strategy; Huize mobile; Marketing theory 目录 TOC \o 1-3 \h \z \u 第一章 引言 1 1.1选题背景 1 1.2选题意义 1 1.2.1选题的理论意义 1 1.2.2选题的现实意义 1 1.3文献综述 2