湖南电信“M2M”业务的营销策略研究

【作者】 刘斌；

【导师】 吴良刚；

【作者基本信息】 中南大学 ， 工商管理， 2012， 硕士

【摘要】 物联网是全球公认的继计算机、互联网与移动通信网之后的世界信息产业又一次新的信息化浪潮。作为物联网初级阶段的机器到机器(M2M)业务的发展将给电信运营商提供一片新的蓝海。2009年11月,中国第三次电信运营商重组全面完成,形成了新的“中国电信”、“中国移动”、“中国联通”三大全业务运营商的格局。湖南电信如何在三大全业务运营商的市场格局下,把握M2M产业发展的机遇?为了能找到适合湖南电信M2M业务的营销策略,本人在导师的指导下在实际工作中对M2M业务的营销策略展开了研究。本文的主要内容包括以下部分：首先,介绍了选题的背景、研究的目的和意义并简要概述了研究的思路。其二,列举本文研究所依据的市场营销相关理论,具体包括从4P到4V的营销组合策略,供应链管理及生命周期理论；介绍了本论文研究所使用的研究方法,包括STP分析方法、SWOT分析方法等；同时介绍了M2M技术及产业发展情况。其三,在简要介绍湖南电信M2M业务和现有营销策略的基础上,对湖南电信现状进行了分析,找出了现行营销策略中存在的问题。其四,通过实际的市场调研并辅以相应的分析方法,利用4V营销理论提出了湖南电信M2M业务营销策略的优化策略。最后,介绍了优化策略的实施保障措施,并对实施效果进行分析。更多还原

【Abstract】 At present, the development of Internet of things, IoT, has been reguarded as the information industry development strategy for the next high point in the world. The development of Internet of Things will provide a new opportunity for telecom operators.The new’China Telecom’,’China Mobile’and’China Unicom’have been founded on November2009after one and a half years’reconstruction.As the full-service market is the competitive landscape, Hunan Telecom should actively grasp the opportunities of industrial development of M2M. Under the guidance of my instructors, I have started the research of Hunan Telecom’M2M marketing strategy during the practical work.The following sections are the main contents of the paper.Firstly, explain the background and the meaning of the selected tilt, describe the content and structure of this paper.Secondly, introduce the related theory including marketing mix strategy, Supply Chain Management (SCM) and Life Cycle theory net marketing strategies and the research methods used in this paper including STP analysis, SWOT analysis method and4Vs marketing mix strategy, etc; also introduced M2M technology and industrial development.Thirdly, analysis the external environment including opportunity and challenge, the internal strengths and weaknesses, introduce the existing M2M’s marketing strategy of Hunan Telecom, then net some existing problems in existing marketing strategy.Fourthly, through the actual supported by appropriate market surveys and analysis methods, propose the optimization marketing strategy on the M2M business of Hunan Telecom by using4Vs marketing mix strategy.Finally, introduce the optimization strategy implementation plan and implementation results.更多还原