【作者】 李磊；

【导师】 杜纲；

【作者基本信息】 天津大学 ， 工业工程， 2004， 硕士

【摘要】 自电信市场破除垄断引进竞争以来，天津移动通信市场也发生了巨大的变化，研究竞争环境下移动通信市场营销战略对把握移动通信发展趋势及其对天津经济的影响至关重要；天津移动通信公司（以下简称天津移动）客户群体中的集团客户同大众客户相比较，对通信的需求更具个性化，具有相对的稳定性，而对移动公司的贡献附加值更大，因此，对集团客户进行定制化的服务，提供综合性的信息化解决方案，增加其对天津移动的业务依附性，是天津移动在竞争中取得优势地位的关键所在。本文首先介绍了电信业的发展和移动通信市场的现状，并对天津移动公司面对的宏观、微观环境进行了分析，结合发展趋势，运用统计模型对通信企业最关心的指标——用户数进行了统计预测，并使用SWOT法将天津移动与天津联通进行了优劣势比较。然后针对天津移动通信市场的营销环境和现实及潜在消费者使用通信产品的习惯、态度和品牌等方面进行了市场调研，提出相应的营销建议。结合天津移动现状，从产品、价格、促销、渠道、服务、客户保留多个层面，对一系列有针对性的市场营销战略进行分析和研究。最后专门针对集团客户的定制化服务，从营销模式、业务定义、网络技术构成、实际解决方案分析等全方位详细地进行了描述。本文以市场营销及定制化服务等现代管理理论为指导，着重于企业实战的策略应用，并结合企业具体实际情况，有针对性地对若干营销案例进行剖析，对于理论指导和实际操作具有一定的借鉴作用。更多还原

【Abstract】 Since the monopoly was broken and the competition system was introduced into the communications market, Tianjin Mobile communications market has witnessed dramatic changes. Research on the marketing strategy of Mobile communications market under the circumstances of competition plays an important role on mastering the development trend of Mobile communications as well as its influence upon Tianjin. In Tianjin Mobile Corp. (hereinafter referred to as Tianjin Mobile), the group clients, compared with individual customers, have more individuation, are more stable, and contribute more to the increase of added values of the Mobile Company. Consequently, it is essentially important for Tianjin Mobile to obtain advantageous positions via offering customized service to group clients, providing comprehensive information solutions, and increasing its dependence upon the business of Tianjin Mobile.This Paper, at the very beginning, introduces the development of the communications industry and the status in quo of the Mobile communications market, analyzes the macro-environment and micro-environment that Tianjin Mobile Corp. is faced with, makes a math forecast on the client amount, an index that communications enterprises attach more importance on, with statistics model and combination of the development trend, as well as compares the advantages and disadvantages between Tianjin Mobile and Tianjin Unicom via making use of the SWOT method. Then, in allusion to the marketing environment, reality, and habits, attitudes, as well as brands of potential customers, this Paper puts forward corresponding marketing suggestions after a market research is made. Furthermore, this Paper, combining with the status quo of Tianjin Mobile, analyzes and studies a serial pertinence marketing strategy from such aspects as products, prices, promotion, channel, service, and client reservation. Finally, this Paper, specially aiming at the customized service to group clients, makes a detailed description on marketing mode, business definition, network technology construction, actual solutions, and other aspects. This Paper, with marketing and customized service modern times manage theory as its guidance, pays attention to the application of enterprise real strategy, and analyzes some marketing cases via comparing the reality of each company, which is useful for reference in terms of both actual operation and theoretical guidance.更多还原