動(dòng)感地帶營(yíng)業(yè)廳4G營(yíng)銷策略研究

19600字

摘要 隨著數(shù)據(jù)通信與多媒體業(yè)務(wù)需求的發(fā)展，市場(chǎng)競(jìng)爭(zhēng)愈演愈烈,這使得中國(guó)移動(dòng)的競(jìng)爭(zhēng)對(duì)手雖所剩無(wú)幾，但都比較有實(shí)力。自中國(guó)聯(lián)通宣布開放4G服務(wù)開始，中國(guó)三大電信運(yùn)營(yíng)商有望迎來(lái)第一波4G競(jìng)爭(zhēng)。但是相比較下來(lái)，聯(lián)通的4G發(fā)展速度最快，也更深的消費(fèi)者信賴。反之，移動(dòng)4G在價(jià)格、網(wǎng)速等方面存在諸多問題，其發(fā)展著實(shí)讓人擔(dān)憂。
江蘇大學(xué)動(dòng)感地帶營(yíng)業(yè)廳作為中國(guó)移動(dòng)的主要營(yíng)業(yè)廳，無(wú)論是在品牌知名度、影響力還是市場(chǎng)占有率方面都具有絕對(duì)的優(yōu)勢(shì)，這也為4G業(yè)務(wù)的宣傳與推廣提供了便利店的條件。同時(shí)，營(yíng)業(yè)廳積極投入到各大活動(dòng)的贊助中去，極力宣傳新品牌，普及最新優(yōu)惠信息，提高4G業(yè)務(wù)辦理量。最重要的是，營(yíng)業(yè)廳與時(shí)俱進(jìn)，設(shè)計(jì)出富有自身文化特色的微信訂閱號(hào)，及時(shí)解決用戶的疑難問題；推出更加人性化的套餐，合理規(guī)劃用戶消費(fèi)，這在用戶群體中產(chǎn)生了廣泛的認(rèn)同感，增強(qiáng)了美譽(yù)度。
本文通過(guò)對(duì)江蘇大學(xué)動(dòng)感地帶營(yíng)業(yè)廳現(xiàn)行4G營(yíng)銷策略的研究，在分析江蘇大學(xué)廣大師生的基礎(chǔ)上，結(jié)合營(yíng)銷策略的理論，提出合理的建議，從而擴(kuò)大4G關(guān)注度以及影響力，增加江蘇大學(xué)動(dòng)感地帶營(yíng)業(yè)廳4G業(yè)務(wù)的辦理。

關(guān)鍵詞：4G業(yè)務(wù) 發(fā)展 營(yíng)銷策略 江蘇大學(xué)動(dòng)感地帶營(yíng)業(yè)廳



Study on the marketing strategy of the 4G business
hall of Jiangsu University M-Zone
Abstract With the development of data communication and multimedia sevices, market competition intensified, which makes China Mobile's rivals, though a little, but are powerful. Since China Unicom announced the opening of 4 G services, China's three telecom operators is expected to usher in the first wave of 4G competition.But in comparison, China Unicom's 4G with the fastest developing speed, but also deeper consumer trust.On the other hand, the mobile 4G has many problems in the price, speed and so on, and its development is worrying.
Jiangsu University M-Zone business hall as the main office business of China Mobile, both has the absolute advantage in brand awareness, influence or market share, it also provides the convenience conditions for the propaganda and promotion of 4G. At the same time, the business department actively involved in sponsoring the activities to promote the new brand vigorously, popularize the latest discount information, improving 4G service management. Most importantly, business hall to keep pace with the times, to design Micro message full of its own cultural characteristics of the subscription number, solve the problems of user timely; and introduce a more humane packages, rational planning of the user consumption, it produces a wide range of identity in the user group, to enhance the reputation.
In this paper, through the research of the Jiangsu University M-Zone current 4G marketing strategy, based on the analysis of the teachers and students of Jiangsu University, combining the theory of marketing strategy, and put forward reasonable suggestions, so as to expand the 4G attention and influence, for the increase in Jiangsu University M-Zone 4G business.

Key words: 4G; service; development; marketing strategy; Jiangsu University M-Zone

目 錄
第1章 緒論 1
1.1 研究背景 1
1.2 研究方法 1
1.3 論文結(jié)構(gòu) 2
第2章 營(yíng)銷策略相關(guān)理論 4
2.1 營(yíng)銷理論 4
2.2 營(yíng)銷策略 4
2.2.1 產(chǎn)品策略 4
2.2.2 價(jià)格策略 5
2.2.3 渠道策略 6
2.2.4 促銷策略 6
第3章 江蘇大學(xué)動(dòng)感地帶營(yíng)業(yè)廳4G營(yíng)銷現(xiàn)狀研究 7
3.1 4G的概念及發(fā)展現(xiàn)狀 7
3.1.1 4G由來(lái)及含義 7
3.1.2 國(guó)內(nèi)4G主要競(jìng)爭(zhēng)對(duì)手研究 7
3.1.3 中國(guó)移動(dòng)4G業(yè)務(wù)介紹 8
3.1.4 對(duì)于移動(dòng)4G的SWOT分析 13
3.1.5 4G發(fā)展現(xiàn)狀 15
3.2 江蘇大學(xué)動(dòng)感地帶營(yíng)業(yè)廳4G營(yíng)銷現(xiàn)狀分析 16
3.2.1 江蘇大學(xué)用戶分析 16
3.2.2 江蘇大學(xué)動(dòng)感地帶營(yíng)業(yè)廳4G現(xiàn)行營(yíng)銷策略 19
第4章 江蘇大學(xué)動(dòng)感營(yíng)業(yè)廳4G營(yíng)銷問題及對(duì)策 22
4.1 目前存在的問題 22
4.2 解決問題的對(duì)策 23
第5章 總結(jié) 27
致 謝 28
參考文獻(xiàn) 29
附錄 30