聯(lián)通4G在常州地區(qū)的推廣策略研究

14000字

摘要 當(dāng)前世界進(jìn)入到信息時(shí)代，中國(guó)自主創(chuàng)新的4G技術(shù)將成為國(guó)家在信息時(shí)代抓住歷史機(jī)遇進(jìn)而成為世界強(qiáng)國(guó)的載體。中國(guó)自主的4G技術(shù)讓國(guó)家獲得了引領(lǐng)世界無(wú)線通訊標(biāo)準(zhǔn)的重大歷史機(jī)遇。將帶動(dòng)中國(guó)通信運(yùn)營(yíng)商和制造企業(yè)第一次在知識(shí)產(chǎn)權(quán)和技術(shù)能力上與國(guó)際一流企業(yè)站到相同水平線。中國(guó)聯(lián)通也在3月8日舉行的2014中國(guó)聯(lián)通合作伙伴大會(huì)上，正式發(fā)布了其4G發(fā)展戰(zhàn)略、市場(chǎng)策略及多款4G終端。至此，中國(guó)三大運(yùn)營(yíng)商均已推出自己的4G產(chǎn)品，開始在4G市場(chǎng)上正面搏殺。2014年被認(rèn)為是中國(guó)的4G元年，業(yè)內(nèi)人士表示，作為拉動(dòng)信息消費(fèi)的重要力量之一，中國(guó)4G在這一年的發(fā)展，值得關(guān)注。

關(guān)鍵字 4G 分析 營(yíng)銷策略

Study on the marketing strategy of China Unicom's 4G in Changzhou
Abstract Current world into the information age, China's independent innovation of 4G technology will become a country in the information age seize the historical opportunity to become the carrier of the world's great powers. China's 4G technology country won the world's leading wireless communication standard major historical opportunity.Will drive the first time a Chinese telecommunications operators and manufacturers on the intellectual property rights and technology ability stand to the same horizontal line with the international first-class enterprises. China unicom also held on March 8, 2014 China unicom partner conference, officially launched its 4G development strategy, market strategy, and many 4G terminal.So far, China's three big operators have launched their own 4G products, began in the 4G market positive with innocence.In 2014 the first year is considered to be China's 4G, the personage inside course of study says, as one of the important force of information consumption, the development of China's 4G in this year, is remarkable.
This paper mainly introduces the background of the selected topic significance, as well as some related concepts and development of 4G.Using PEST analysis of the 4G specific business in changzhou macro environment of the region.In the fourth chapter used the method of comparative analysis, analysis of the 4G development strategy of competitors.Then in the fifth chapter, using the method of SWOT, studied the unicom internal operation, analyzes on the advantages of the unicom itself, weakness, opportunities and challenges. Finally combined with relevant theoretical knowledge and practical put forward the development strategy for chang zhou area of 4G.
Key words 4G Analysis Marketing strategy

目錄
第一章 前言 1
1.1 研究的背景 1
1.2 研究的意義 1
1.3 研究的方法 2
第二章 4G發(fā)展概述 3
2.1 4G定義 3
2.2 4G優(yōu)勢(shì)及缺陷 3
第三章 營(yíng)銷環(huán)境分析 6
3.1 在常州推廣4G的可行性分析 6
3.2 與對(duì)手的營(yíng)銷策略對(duì)比分析 7
3.3 聯(lián)通營(yíng)銷策略SWOT分析 11
第四章 聯(lián)通4G在常州地區(qū)的推廣策略研究 14
4.1 定位 14
4.2 目標(biāo) 14
4.3 營(yíng)銷策略 15
4.3.1 產(chǎn)品策略  15
4.3.2 價(jià)格策略  15
4.3.3 渠道策略 16
4.3.4 促銷策略 17
4.4 其他策略 18
4.4.1 品牌創(chuàng)新  18
4.4.2 產(chǎn)品創(chuàng)新  19
4.4.3 網(wǎng)絡(luò)營(yíng)銷 19
4.4.5 體驗(yàn)式營(yíng)銷 20
第五章 結(jié)束語(yǔ) 21
致謝 22
參考文獻(xiàn) 23