鎮(zhèn)江電信農(nóng)村市場(chǎng)營(yíng)銷(xiāo)策略研究

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1、南京郵電大學(xué)碩士研究生學(xué)位論文摘要隨著社會(huì)主義新農(nóng)村建設(shè)步伐的加快，農(nóng)村居民的生活水平不斷提高，具有藍(lán)海市場(chǎng)和長(zhǎng)尾市場(chǎng)特點(diǎn)的農(nóng)村電信市場(chǎng)蘊(yùn)涵巨大的商機(jī)，其潛力漸漸凸現(xiàn)。同時(shí)，城市市場(chǎng)競(jìng)爭(zhēng)的不斷加劇，導(dǎo)致電信運(yùn)營(yíng)商們紛紛把目光投向了農(nóng)村市場(chǎng)，把農(nóng)村市場(chǎng)作為未來(lái)發(fā)展的戰(zhàn)略要地。研究農(nóng)村電信市場(chǎng)的開(kāi)發(fā)與營(yíng)銷(xiāo)問(wèn)題，不僅關(guān)系到普遍服務(wù)的實(shí)施，而且關(guān)系著企業(yè)自身的發(fā)展。因此，研究電信農(nóng)村市場(chǎng)開(kāi)發(fā)的營(yíng)銷(xiāo)策略是十分必要的。而對(duì)鎮(zhèn)江電信農(nóng)村市場(chǎng)開(kāi)發(fā)營(yíng)銷(xiāo)策略的研究，對(duì)其他電信運(yùn)營(yíng)商在開(kāi)發(fā)農(nóng)村市場(chǎng)、制定符合自身情況的營(yíng)銷(xiāo)策略方面也有一定的借鑒意義。本文以鎮(zhèn)江電信農(nóng)村市場(chǎng)為研究對(duì)象，在運(yùn)用市場(chǎng)營(yíng)銷(xiāo)的理

2、論的基礎(chǔ)上，結(jié)合五力模型和SWOT分析方法，對(duì)鎮(zhèn)江電信農(nóng)村市場(chǎng)的現(xiàn)狀和競(jìng)爭(zhēng)環(huán)境進(jìn)行了分析；通過(guò)對(duì)調(diào)查問(wèn)卷和訪談的分析，研究了鎮(zhèn)江電信農(nóng)村市場(chǎng)的需求，在對(duì)電信、移動(dòng)、聯(lián)通進(jìn)行對(duì)比分析的同時(shí)，探討了鎮(zhèn)江電信農(nóng)村市場(chǎng)的發(fā)展趨勢(shì)；提出了鎮(zhèn)江電信開(kāi)發(fā)農(nóng)村市場(chǎng)的營(yíng)銷(xiāo)策略，包括客戶(hù)發(fā)展策略、渠道發(fā)展策略和、產(chǎn)品營(yíng)銷(xiāo)策略及其他營(yíng)銷(xiāo)策略；最后，為保障營(yíng)銷(xiāo)策略有效實(shí)施，從政府保障、組織保障、資金保障、網(wǎng)絡(luò)保障四個(gè)方面提出了建議。南京郵電大學(xué)碩士研究生學(xué)位論文ABSTRACTABSTRACTWiththestepofconstructioninnewruralareasofsocialismacce

3、leratesandthelivingstandardofruralarearesidentimproves，telecommunicationserviceintheruralareaasareallyimportantlongtailmarketandbluemarketwhichhastremendouschanceandthepotentialofitappearsgradually．Now，、^，imthecompetitivesituationinurbanareabeingfiercer，thetelecommunicationoperatorsinchinaha

4、vemadethiscrucialmarketasthekeystrategicmarketinthecomingfuture．Studyingtheproblemofdevelopingandmarketingwhichabouttelecommunicationserviceintheruralareaisnotonlyrelationwitlltheimplementofnormalservice，butalsowiththedevelopmentofenterprise．Soitisnecessarilytostudythemarketingstrategyofdeve

5、lopingtelecommunicationmarketinruralarea．Ontheotherside，theresearchofmarketingstrategywhichabouttelecommunicationserviceinruralareainZhenjianghasreferenceforothertelecommunicationoperatorsindevelopingruralmarketandmakingmarketstrategywhichsuittothemselves．Thisarticlechoosestelecommunications

6、erviceintheruralareaofZhenjiangastheobject，Onthebasisofapplyingmarketingtheory,withMichaelporter’SfiveforcesmodelandSWOTanalysis，thisarticleanalyzestheruralmarketingconditionofZhenjiangTelecomanditscompetitioncircumstance．Basedonthesurveyandinterview，itanalyzesthedemandofthetelecommarketinru

7、ralareaofZhenjiang．ThroughanalyzingZhenjiangTelecom，ZhenjiangmobileandZhenjiangUnicom，andthenitexplainsthedevelopmentpotentialofZhenjiangruralarea．Onthebase，thisarticlecomesoutthemarketingstrategythatZhenjiangTelecomtodevelopruralarea．Itincludescli