【作者】 马玉涛；

【导师】 李弘；

【作者基本信息】 大连理工大学 ， 工商管理， 2011， 硕士

【摘要】 2002年,CDMA通讯产品首次由原联通公司运作投入市场,在2008年,又根据国家的相关电信行业重组政策,转由中国电信承接经营,虽然在不同的时期,CDMA产品都得到了巨额资金的投入,而且随着人们生活水平的日益提高,移动通讯产业也得到了快速发展,但是,CDMA业务的发展远远没有达到预期。本文以大连电信(中国电信股份有限公司大连分公司,以下简称大连电信)的CDMA业务为研究对象,首先本文介绍了电信CDMA业务的技术特点、中国电信和大连电信的发展历史以及运营现状；随后从大连通信市场变化对大连电信CDMA业务发展产生的影响和存在的问题展开分析和研究,运用市场营销环境分析理论分别分析了大连电信CDMA业务的外部环境和内部环境,通过对外部环境和内部环境的分析,企业能够找存在的市场威胁,发现市场机会；市场环境的分析为进一步的市场细分作铺垫,本文运用市场细分、目标市场选择和营销组合策略等市场营销理论分析了大连电信CDMA业务存在的问题,其中,本文为得到详实的论证材料,以CDMA业务为例,采用问卷调查法采集数据,经过筛选、分析、总结,在此基础上对大连电信CDMA市场营销现状进行分析,最后结合现存的问题,重新对市场进行细分,确立目标市场,并就产品、价格、渠道和促销组合等分别提出改进策略,以应对激烈的市场竞争。更多还原

【Abstract】 In 2002, CDMA was first opening to the market by China Unicom, and then this kind of business transferred to China Telecom in 2008 according to the national related reorganization policies. Our country has pumped a huge of investment to develop CDMA techniques during these two periods. CDMA has improved a lot as people living standard better and better, but that development is far away from our expected.This document analyzes CDMA products of China Telecom Dalian Branch (Simplified as DLCT below). Including:technology characteristics of CDMA telecommunication; the operating and development history of DLCT; the analysis and research of CDMA market and business to discuss what DLCT should do to adapt the change of China telecommunication market; how to judge the company shortage and advantage and CDMA business outer environmental and inner environment by marketing environment analysis theory; the analyze of DLCT CDMA shortage by market subdivision groundwork, market segments, target market selection and marketing mix strategy marketing theory; and using questionnaire data collection to get detail example materials, after analysis and summarized, to analysis DLCT CDMA marketing situation, managing target market, exactly product price etc. to gain more in the fierce market competition.更多还原