中国移动通讯公司营销模式研究 摘 要：在战略营销理论中，一个企业要在激烈的市场竞争中确立自己的竞争优势，通常有三种可选战略：一是基于成本领导的价格优势战略；二是基于产品差异化的差异化战略；三是目标集聚的集中战略。理论上，只有企业选用其中一种适合自身条件的战略就可以建立起自己的竞争优势，排挤竞争对手。在具体的营销活动中，对于不同的行业，面对不同的环境，处于不同的时期，企业选择的竞争战略以及这种战略的内容都是不同的，本文试图解决的就是想分析处于移动通信行业的运营商之一中国移动在当前和不久的将来因该采取的战略及相关内容。做为一个在国内处于移动通信主导地位的运营商，同时也是世界上拥有移动用户最多的移动运营商，如何去面对接踵而至的竞争冲击，如何保持自己在移动通信中的主导地位，是中国移动从上到下都在思索的问题。解决这一问题的关键就是要确定一种合适的竞争战略。关键词：中国移动；营销；差异性；竞争 Abstract：In the fields of strategy management , there are three methods to help a company to create its marketing competitive advantages: the first one is to create advantage of price from cost management ,another one is to execute differential strategy in order to know from other competitors, the third one is to focus corporation’s resources on one point. Theoretically, a company needs only one strategy which is fit to its own situations to create its competitive advantages. In concrete marketing management, according to different industry, different marketing environment, different periods, a company will execute different strategies. Therefore, textual purpose is to analyze some concrete environment and provide some proposes to China Mobile to execute proper competitive strategy. China Mobile is the biggest mobile communication corporation in China , it has the most customers in the world. As the competition is becoming more and more intensive, it is very important for China Mobile to execute proper strategy to maintain adva...
