【作者】 杨娟；

【导师】 何小洲；

【作者基本信息】 重庆大学 ， 企业管理， 2008， 硕士

【摘要】 近年来,我国国民收入水平有明显的提高,移动通讯工具的人均拥有量不断攀升,同时互联网的普及率也有了很大幅度的提高,给国内的电信企业带来了前所未有的机遇和挑战。在重庆的高校市场里,中国电信处于一个机遇与威胁并存的时期,强势营销起着举足轻重的作用,需要一个具体的、公司资源与市场机遇相匹配的、前瞻性的研究。因此,中国电信在重庆高校里的市场营销策略研究具有重要的现实意义。本文以市场营销的相关理论框架为指导,结合市场调研获得的一手数据及有关二手资料,通过研究中国电信在重庆高校的市场细分策略、产品策略、渠道策略、品牌宣传策略,为中国电信针对重庆高校制定营销策略提出个人的一些分析与建议。论文首先介绍研究的目的和研究框架,对指导此次论文研究的相关营销理论进行了简要综述。然后,分析我国电信市场宏观环境、发展趋势、电信运营商营销战略误区及四大主要运营商竞争实力。接下来,结合中国电信重庆市高校的市场概况及主要电信运营商在重庆高校开展的电信业务现状,发现中国电信在重庆高校市场营销中存在的主要问题,并针对中国电信在重庆高校的业务作SWOT分析,发现中国电信的优势与劣势、机会与威胁。在此基础上,论文提出中国电信在重庆市高校电信市场的营销策略。最后,根据所制定出的营销策略,结合重庆高校的不同特点,提出实施营销策略的具体措施。文章的结论部分,则对整个研究的结果进行小结,希望对中国电信在重庆高校的业务发展有一定的借鉴意义。更多还原

【Abstract】 In recent years, the national income of China has significantly increased, the internet is popular while the mobile communication utensils per capita also rised dramatically, which bring the domestic telecommunications enterprises unprecedented opportunities and challenges. In the university market in Chongqing, China Telecom is facing opportunities and challenges during this period and strong marteting plays a very important role. It behooves us to make a specific, advanced research plan which makes the company’s resources perfectly match the marketing chances. Therefore, the research on the marketing tactics of China Telecom is of great importance at this stage.Guided by the latest marketing theory, based on the first hand market information and second hand materials, the author analyzed the campus market of Chongqing Telecom by researching its current market segmentation, product strategy, channel and promotion strategy. Personal suggestion was also put forward based on the analysis.The essay begins with clarifying the research purposes and structure, and briefly explains the relevant marketing theories. And the author analyzed the macro environment, trends of the telecommunication market in China. Fallacies in marketing strategy of telecommunication service providers and their competitive advantages were also studied. Following that, the essay identified the major problems of the campus marketing strategy of China Telecom based on the facts of its share in campus market as well as that of other service providers. In the meantime a SWOT analysis was carried out to explore the strengths, weakness, opportunities and threatens of China Telecom, based on which the author suggested her new marketing strategy and a marketing action plan with characteristics of universities in chongqing taken into consideration. Last but not least, the author summarized her research findings as a reference for the business development of China Telecom in campus market.更多还原