【作者】 杨晓光；

【导师】 任俊生；

【作者基本信息】 吉林大学 ， 工商管理， 2011， 硕士

【摘要】 吉林移动是中国移动通信集团吉林有限公司的简称,自从国内电信业重组以后,中国电信、中国移动、中国联通全部获得3G牌照,三足鼎立的格局形成。在新格局的市场竞争环境下,为3G业务规划制定出新的营销策略,使移动用户的市场占有率有效提升,是吉林移动亟待解决的新课题。本文共分为四章,从吉林移动的发展现状出发,运用PEST分析、SWOT分析理论和问卷调查的分析方法,深入思考吉林移动3G业务未来的营销发展方向和策略。本文在第1章首先介绍了国内电信市场的发展历程和吉林移动公司的运营状况,详细介绍了3G业务在技术、产品等方面的内容。随着国内电信业的发展和电信企业的几次合并与重组,我国电信市场于2009年1月正式步入了3G时代。吉林移动根据集团公司提出的由“移动通信”专家向“移动信息”专家转变的战略要求,进行了认真的部署和全面落实。本文在第2章主要分析了吉林移动开展3G业务面临的宏观环境和行业竞争环境,并分析了公司自开展3G业务以来出现的主要问题。电信运营商的重组,推进了吉林联通的WCDMA网络和吉林电信的CDMA2000网络的建成,在全业务运营上吉林联通和吉林电信比吉林移动更具优势。通过进行PEST分析和SWOT分析得知,吉林移动在网络覆盖面、通信技术综合实力和经济规模等方面具备一定的竞争优势,拥有庞大而稳固的用户资源、知名的品牌与良好的企业形象。其劣势为电信产业链薄弱,TD技术不成熟,数据业务存在多方面不足。吉林移动在3G业务发展上存在的突出问题主要表现在:TD终端发展落后;数据业务的开发与服务;针对3G业务制定的营销规划。随着电信市场竞争环境的变化,面对技术更为成熟的竞争对手,吉林移动面临着前所未有的巨大压力和威胁。本文在第3章中,通过问卷调查和最终调查结果综合分析,将吉林移动目前的3G市场细分为三类:“职场商务消费型”、“流行元素消费型”和“大众化消费型”。“职场商务消费型”属于理性消费者,他们不追求潮流,但是非常注重体验由视频通话、电子商务等新功能、新技术带来的办事效率的提升,他们对网络质量的要求是所有群体中最高的,同时他们具有很高的品牌忠诚度。“流行元素消费型”的消费理念超前,他们比较注重手机上网和手机游戏类功能,属于3G步入市场的“重要用户群体”。“大众化消费型”关注的重点是实惠的套餐资费和优质全面的服务。然后明确了全覆盖的目标市场策略和相应定位。本文在第4章中,结合3G业务特点探讨适合吉林移动发展的营销策略,从产品策略、定价策略、渠道策略、促销策略、服务策略这5个角度进行阐述。首先,3G产品的设计与营销策划必须重点关注以下几点:3G产品的设计要以用户为导向;把握3G业务的亮点;控制好3G业务的开发与引入。其次,吉林移动应该充分考虑用户心理上可接受的3G业务价位,针对有不同类型消费需求的用户,制定一系列差异化组合业务,以细化的资费收取方式面向广大用户。再次,以自有的营销渠道作为核心渠道去开展3G业务营销,充分整合利用原有渠道开发和改善针对3G业务的用户体验中心,加大力度扶持和促进社会合作渠道开展3G产品和3G业务的体验活动。另外,制定促销策略应从以下几方面入手:促销的目标紧扣所处的历史时期;根据市场细分后的用户需求策划促销策略。最后,吉林移动要充分重视服务质量,要以优质的服务意识去为用户提供多元化服务,不断创新服务内容,提供更加具有个性化的服务。总之,在电信行业市场竞争中,精准地掌握竞争对手的信息是前提基础,对用户资源进行准确的市场细分和市场定位是必要的准备,针对不同的消费群体制定的营销策略是取得成功的关键核心,专业化的服务营销是吸引用户来消费的重要法宝。更多还原

【Abstract】 Jilin mobile is short for China Mobile Telecommunications Group Jilin company limited, telecom industry restructuring, China Telecom, China Mobile, China Unicom has won the 3G licence, formed of three situations. In the new 3G market competition environment, explored a new marketing strategy, mobile market share effectively increases are Jilin mobile new problems to be solved. This article is divided into four chapters, combined with the development of Jilin mobile, questionnaire survey on use of PEST analysis, SWOT analysis theory and method of analysis, from a different perspective, deep thoughts on Jilin mobile marketing in the future development direction of 3G and theory.The first chapter, describes the course of development of the domestic telecommunications market and Jilin mobile operations, details the 3G business in terms of technology, products and other content.Second chapter, main analysis has Jilin mobile faced of macro environment and competition environment competition pattern, and pointed out that has development 3G business yilai appears of main, telecom operators of recombinant, promoting has Jilin Unicom of WCDMA network and Jilin Telecom of CDMA2000 network of built, because past of experience more rich, Jilin Unicom and Jilin Telecom in full business operations Shang compared Jilin mobile more with advantage, on Jilin mobile of future will constitute huge of threat. Jilin mobile 3G business development on the outstanding issues are: Terminal problems; data and development of business services;for 3G business marketing planning. Through SWOT analysis on the situation of development of Jilin mobile 3G was informed that Jilin mobile network coverage, technology users, large and solid resources, a good brand image and economy of scale, and so has certain advantages. Its disadvantage for the mobile telecommunication industry chain is weak, TD technology is not mature, many data service deficiencies. As the telecommunications market changes in the environment and technology more established competitors, Jilin mobile is facing unprecedented pressure and threats.ChapterⅢ, by questionnaire and investigation results analysis of the issues raised, the Jilin mobile 3G market broken down into three categories: "workplace business type of consumer", "popular elements consumer types" and "mass consumption type". "Workplace business consumption type" is a rational consumer, they are not pursuing the trend, but attaches great importance to enjoy video calls, e-commerce (booking, shopping) by improving the efficiency of the new features, new technology of their network of the highest quality requirements in all groups, at the same time has a higher brand loyalty. "Pop the element type of consumer" consumption ideas of advanced, they focus on the mobile Internet and mobile phone games feature, belonging to the 3G into the market of "important user groups". "Mass consumption type" concern focuses on affordable package of tariff and entertainment (online novels and music downloads), and other common business.The fourth chapter, combining the character of 3G business to explore for Jilin mobile marketing strategies, this article from the product strategy, pricing strategy, channel strategy, marketing strategy, services marketing strategy elaborated these 5 point. First of all, 3G product design and marketing plan must focus on the following several points: 3G products designed to be user-oriented; highlights of grasping 3G; control development and introduction of 3G. Second, the Jilin mobile should fully take into account the user psychologically acceptable 3G price, consumer demand for different types of users, develop a set of differential combination business, ways to refine tariff charged for general users. Again, as a core marketing channels to their own channel to develop 3G business marketing, on the basis of the existing channels established business experience for 3G business development centre, increasing channels of cooperation in the activities of the launch of a new combined business experience. In addition, developing a promotional strategy should start with the following aspects: promotion objectives closely the historical period; according to user requirements planning marketing strategies after market segmentation. Finally, the Jilin Mobile pay full attention to quality of service, for the quality of service to provide a wide range of services for users, innovative services, provide more personalized service.We can conclude that full-text, in the competition among telecommunications companies, to accurately. The master competitor information is based on the premise of the user resources and accurate market segmentation. Market positioning is necessary to prepare for different consumer groups to develop the marketing strategy is to take. The core was the key to success, professional services marketing is one of the important magic weapon to attract users to spend .更多还原