宁夏移动12580业务市场营销现状及对策研究
发布时间：2019-06-14 15:46
【摘要】：随着信息技术的发展和人们生活水平质量的提高,移动信息服务业务快速发展,市场前景广阔,客户需求极大。2008年电信重组后,通信行业市场竞争更加激烈,移动信息服务领域成为电信运营商争夺的高地。互联网技术的蓬勃发展,使得互联网公司也加入到移动信息服务市场的竞争中。宁夏移动12580业务在发展起步晚、业务基础差的形势下,经过不断地探索经营,目前已取得了一定的发展,但仍未形成差异化的特色,与竞争对手的产品同质化现象严重。面对多样化的公众客户需求和日益激烈的市场竞争,中国移动应如何深度运营12580综合信息门户成为一个重要的课题。对此课题进行深入研究,具有很强的现实意义。 本文尝试在目前我国信息服务业发展的大背景下,通过对宁夏移动12580业务市场营销环境中宏观环境、行业环境和内部环境的分析,并应用SWOT分析法归纳总结出了宁夏移动12580业务外部的机会和威胁,内部的优势和劣势。通过对宁夏电信118114、宁夏移动12580、宁夏联通116114进行对比分析,结合宁夏移动12580业务目前的市场营销现状,发现宁夏移动12580存在的问题。通过市场营销战略中的STP方法,进行宁夏移动12580业务的市场细分、目标市场选择和市场定位。提出差异化营销策略、资源的整合利用、打造12580产业链的优化宁夏移动12580市场营销策略,希望这些能为宁夏移动12580的发展做出积极贡献。
[Abstract]:With the development of information technology and the improvement of people's living standard, the mobile information service business is developing rapidly, the market prospect is broad, and the customer demand is great. After the telecom reorganization in 2008, the market competition in the communication industry has become more intense, and the mobile information service field has become the high ground for telecom operators to compete for. With the rapid development of Internet technology, Internet companies have also joined the competition in the mobile information service market. Under the situation that Ningxia Mobile 12580 service started late and the business foundation is poor, through continuous exploration and management, it has made certain development, but it has not yet formed the characteristics of differentiation, and the phenomenon of homogenization with competitors is serious. In the face of diversified public customer demand and increasingly fierce market competition, how to deeply operate the 12580 integrated information portal has become an important issue for China Mobile. It is of great practical significance to study this subject in depth. Under the background of the development of information service industry in China, this paper attempts to analyze the macro environment, industry environment and internal environment in the marketing environment of Ningxia Mobile 12580 business, and sums up the external opportunities and threats, internal advantages and disadvantages of Ningxia Mobile 12580 business by using SWOT analysis method. Through the comparative analysis of Ningxia Telecom 118114, Ningxia Mobile 12580 and Ningxia Unicom 116114, combined with the current marketing situation of Ningxia Mobile 12580 business, the existing problems of Ningxia Mobile 12580 are found. Through the STP method in marketing strategy, the market segmentation, target market selection and market positioning of Ningxia Mobile 12580 business are carried out. This paper puts forward the differential marketing strategy, the integration and utilization of resources, and the optimization of Ningxia Mobile 12580 marketing strategy to build 12580 industrial chain. It is hoped that these strategies can make a positive contribution to the development of Ningxia Mobile 12580.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626;F274
[Abstract]:With the development of information technology and the improvement of people's living standard, the mobile information service business is developing rapidly, the market prospect is broad, and the customer demand is great. After the telecom reorganization in 2008, the market competition in the communication industry has become more intense, and the mobile information service field has become the high ground for telecom operators to compete for. With the rapid development of Internet technology, Internet companies have also joined the competition in the mobile information service market. Under the situation that Ningxia Mobile 12580 service started late and the business foundation is poor, through continuous exploration and management, it has made certain development, but it has not yet formed the characteristics of differentiation, and the phenomenon of homogenization with competitors is serious. In the face of diversified public customer demand and increasingly fierce market competition, how to deeply operate the 12580 integrated information portal has become an important issue for China Mobile. It is of great practical significance to study this subject in depth. Under the background of the development of information service industry in China, this paper attempts to analyze the macro environment, industry environment and internal environment in the marketing environment of Ningxia Mobile 12580 business, and sums up the external opportunities and threats, internal advantages and disadvantages of Ningxia Mobile 12580 business by using SWOT analysis method. Through the comparative analysis of Ningxia Telecom 118114, Ningxia Mobile 12580 and Ningxia Unicom 116114, combined with the current marketing situation of Ningxia Mobile 12580 business, the existing problems of Ningxia Mobile 12580 are found. Through the STP method in marketing strategy, the market segmentation, target market selection and market positioning of Ningxia Mobile 12580 business are carried out. This paper puts forward the differential marketing strategy, the integration and utilization of resources, and the optimization of Ningxia Mobile 12580 marketing strategy to build 12580 industrial chain. It is hoped that these strategies can make a positive contribution to the development of Ningxia Mobile 12580.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626;F274
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