电信4G业务市场营销策略研究英文题目（TimesNewRoman，小二号，加黑，居中）专业名称：工商管理硕士申请人：导师：论文答辩委员会主席：成员：电信4G市场营销策略研究专业：硕士生：指导教师：摘要改革开放以来，中国政治经济形势日新月异，由科技进步引领的通信行业发展变革跌宕起伏。国内通信市场竞争形势因多次改革重组而日益加剧，中国移动、中国联通、中国电信三足鼎立的局面日渐形成。电信G分公司如何在新形势下，理性面对产业格局以及竞争环境变化所带来的新局面，通过制定适应市场需求的营销战略来抓住机遇迎接挑战，对公司长远发展具有重要的战略意义。本文借助市场营销管理工具的帮助，从通信市场：整体发展形势出发，结合电信G分公司实际经营情况，以及在实际运营中发现的问题、症结，从政治、经济、社会、技术四大方面对该业务所处的宏观环境进行研究，又从消费者、供应商的议价能力、替代品、潜在竞争者与行业竞争者五方面对公司的微观(竞争)环境展开讨论并正面两基础，全面总结提炼出公司所拥有的优势与机遇、面临的劣势与威胁，形成有明确针对性的策略矩阵，按照组合营销的原则从市场、产品、价格、渠道、促销等不同方面将营销策略进行具体细化，最后简要论述了实施保证建议。本文通过系列分析论证，指明了电信G分公司实际营销工作的具体发展方向，提出了在策略落地过程中应该注意的保障事项，对该公司的日常工作的顺利开展具有实际指导意义。关键词：营销策略；通信市场；竞争环境；用户需求；目标市场AbstractAbstract:sincethereformandopeningup,changerapidlyChinesepoliticalandeconomicsituation,theupsanddownsupsandcommunicationindustrydevelopmentandreformledbytheprogressofscienceandtechnology.Thesituationinthedomestictelecommunicationmarketcompetitionbecauseofthemanyreformsandtheincreasing,ChinaMobile,ChinaTelecom,ChinaTelecomasituationoftripartiteconfrontationsituationgraduallyformed.GTelecomCompanyinthenewsituation,thenewsituationfacingtorationalindustrialpatternandchangesofthecompetitiveenvironment,throughthedevelopmenttomeettheneedsofmarketmarketingstrategytoseizetheopportunityandmeetthechallenge,hasanimportantstrategicsignificanceforthelong-termdevelopmentofthecompany.Inthispaper,bymeansofmarketingmanagementtools,thecommunicationmarketofwhole:developmentsituation,combinedwiththeactualoperationoftelecomGbranch,aswellasfoundinactualoperation,thecruxofproblem,themacroenvironment,economy,society,politicsfromfouraspectsofthecharacterofthebrother,andfromconsumers,thebargainingpowerofsuppliers,competitors,substitutesandpotentialcompetitorsinfivecompanies(competition)todiscussthemicroenvironmentandpositivetwofoundation,comprehensivelysummarizetheadvantagesandopportunities,havethedisadvantagesandthreats,formingaclearstrategyformatrix,inaccordancewiththecombinationofmarketingprinciplesfromthemarket,products,price,channel,promotionandotherdifferentaspectsofthemarketingstrategyforspecificanddetailed,finally,brieflydiscussestheimplementationtoensurethattheproposed.Inthispaper,throughaseriesofanalysisanddemonstration,thedevelopmentdirectionofthetelecomGbranchofmarketingwork,weshouldpayattentiontointhecourseofsecuritymatterslandinginstrategies,whichareofpracticalguidingsignificanceforthecompany'sday-to-dayworksmoothly.Keywords:marketingstrategy;market;competition;userneeds;targetmarket目录Abstract........................................................2目录............................................................3第1章导论.....................................................51.1研究背景................................................51.2研究意义...............................
