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1、EMBA學位論文作者:王淑燕新競爭形勢下嘉峪關移動公司全業(yè)務運營營銷策略研究中文摘要伴隨著社會經(jīng)濟的飛速發(fā)展,移動通信技術與時俱進,扮演著重要的IT角色。2008年,國家進行了電信體制改革,通過合并重組等方式,形成了三家通信運營商競爭發(fā)展的格局,2011年,國家十二五規(guī)劃發(fā)展綱要頒布,三家通信運營商都開始了面向全業(yè)務經(jīng)營的轉型和創(chuàng)新發(fā)展之路。但是由于政府對各運營商發(fā)放經(jīng)營牌照經(jīng)營范圍的不同,中國移動與中國聯(lián)通、中國電信在全業(yè)務發(fā)展上差距較遠,如何在當前新形勢下充分發(fā)揮中國移動移動信息專家優(yōu)勢來進行全業(yè)務營銷,對轉型發(fā)展至關重要。本文以營銷管理理論為基礎,在對嘉峪關市移動公
2、司面臨的內(nèi)外部環(huán)境,特別新競爭環(huán)境做全面分析的同時,制定了嘉峪關移動公司目標市場營銷戰(zhàn)略,進而從產(chǎn)品、價格、渠道、促銷4個方面提出了系統(tǒng)的營銷策略,并從組織保障和過程控制角度論述了營銷策略的執(zhí)行與控制問題,以期對嘉峪關公司在新競爭態(tài)勢的全業(yè)務運營提供指導,也為國內(nèi)同行業(yè)的其他公司提供借鑒。關鍵詞:新競爭態(tài)勢;全業(yè)務;營銷策略EMBA學位論文作者:王淑燕新競爭形勢下嘉峪關移動公司全業(yè)務運營營銷策略研究ABSTRACTAlongwiththerapideconomicdevelopmentofsociety,themobilecommunicationtechnologyke
3、eppacewithTheTimes,ITplaysanimportantrole.In2008,thestateonthetelecomsystemreform,throughthereorganizationmergeretc,andformedthreecommunicationoperatorscompetitiondevelopmentpattern,in2011,thestate1025planningissuedbytheprogramforthedevelopment,threecommunicationoperatorshavestartedtoallo
4、fthebusinesstransformationandinnovationdevelopmentway.Butbecausethegovernmentofeachoperatorissuelicencesscopeofbusinessisdifferent,ChinamobileandChinaunicom,ChinatelecominallbusinessdevelopmentgapisfunheLhowinthecurrentnewsituation,givefullplaytoChinamobileinformationexpertadvantagestothe
5、fullservicemarketing,thetransformationdevelopmentisveryimportantBasedonthemarketingmanagementtheoryasthefoundation,inthecityofJiayuguanmobilecompanyisfacedwiththeinternalandexternalenvironment,especiallythenewcompetitionenvironmentdocomprehensiveanalysisatthesametime,hasformulatedtheJiayu
6、guanmobilecompanytargetmarketingstrategy,andthenfromtheproduct,theprice,thechannel,promotesalesfouraspectsproposedsystemofthemarketingstrategy,fromtheandsafeguardsoforganizationandprocesscontrolperspective,thispaperdiscussestheimplementationofmarketingstrategyandcontrol,withaviewtotheJiay
7、uguancompanyinthenewcompetitivesituationofallbusinessoperationprovideguidance,butalsoforthedomesticindustrytoprovidereferencetoothercompanies.KeyWords:Thenewcompetitivesituation;full-service;MarketingstrategyEMBA學位論文作者:王淑燕新競爭形勢下嘉峪關移動公司全業(yè)務運營營銷策略研究目錄一、緒論????..?.??????