摘要：
目前，在國(guó)內(nèi)移動(dòng)通信市場(chǎng)需求保持持續(xù)增長(zhǎng)，電信管制逐步加強(qiáng)，移動(dòng)通信市場(chǎng)競(jìng)爭(zhēng)層次逐步提升的環(huán)境下，重慶移動(dòng)通信公司面臨著市場(chǎng)發(fā)展速度放緩以及來(lái)自重慶聯(lián)通和重慶電信競(jìng)爭(zhēng)的多重壓力。盡管重慶移動(dòng)通信公司積極應(yīng)對(duì)競(jìng)爭(zhēng)，但受到的競(jìng)爭(zhēng)沖擊仍然很大，老用戶流失嚴(yán)重，新增市場(chǎng)占有率不斷下降。在新的機(jī)遇與挑戰(zhàn)面前，重慶移動(dòng)通信公司如何保持在重慶移動(dòng)通信市場(chǎng)競(jìng)爭(zhēng)中的主導(dǎo)地位，如何應(yīng)對(duì)新的市場(chǎng)環(huán)境是一個(gè)值得研究的課題。本文以重慶移動(dòng)通信為研究案例，結(jié)合國(guó)內(nèi)外專(zhuān)家的理論研究與實(shí)踐經(jīng)驗(yàn)，分析了電信行業(yè)的競(jìng)爭(zhēng)結(jié)構(gòu)，闡述了重慶當(dāng)前的移動(dòng)市場(chǎng)形勢(shì)，并發(fā)掘出影響企業(yè)經(jīng)營(yíng)發(fā)展的關(guān)鍵要素，為重慶移動(dòng)如何強(qiáng)化自己的競(jìng)爭(zhēng)優(yōu)勢(shì)提出可行的戰(zhàn)略方案，及對(duì)其市場(chǎng)營(yíng)銷(xiāo)策略的選擇提出了建設(shè)性的意見(jiàn)和建議，力求尋找一條健康、可持續(xù)的移動(dòng)通信企業(yè)發(fā)展之路。
關(guān)鍵詞：移動(dòng)通信 ；市場(chǎng)營(yíng)銷(xiāo)；SWOT分析；對(duì)策

Study of Marketing Strategy of chongqing Mobile Communication Company


Abstract: Currently, mobile communications market demand to maintain a sustained growth, telecommunications regulators to gradually strengthen, Mobile communications market competition level increased gradually environment, Chongqing Mobile Communication Company is facing slower pace of market development and from Chongqing Unicom and Chongqing Telecom competition multiple pressures. Although Chongqing Mobile Communication Company actively respond to competition, but by the impact of the competition was still very high, serious loss of the old users, additional market share has been dropping. In the new opportunities and challenges before us, Chongqing Mobile Communication Company in Chongqing how to maintain the mobile communications market competition to the dominant position how to deal with the new market environment is a topic worthy of study. Based Chongqing Mobile Communication case study, the combination of domestic and foreign experts to study the theory and practice experience, analysis of the competitive telecommunications industry structure, explained Chongqing current mobile market. Concurrent exhumed impact business development a key element, Chongqing Mobile for how to strengthen their competitive advantage possible strategic options and its marketing strategy choices for their constructive comments and suggestions in order to try to find a healthy, sustainable mobile communications business development.
Key words: mobile communication ；marketing ；SWOT analysis ；counter measures