文档介绍：华中科技大学
硕士学位论文
中国移动武昌分公司营销战略研究
姓名:陈江
申请学位级别:硕士
专业:工商管理
指导教师:常亚平
2011-04-26
华中科技大学硕士学位论文
摘要
3G 牌照发放后,运营商重组,国内通信行业的竞争狼烟烽起,所有电信运营商
都己经意识到有限竞争的日子己经过去,全业务竞争时代已经来临,新技术和新环
境的到来意味着原来的优劣势随时会发生改变,移动、电信、联通展开全面的客户
争夺,资费步步走低,市场竞争日益混乱。武汉市自 1999 年开始,多个运营商为争
夺客户、抢占市场,使出浑身解数。中国移动武汉武昌分公司是中国移动武汉分公
司下属的一个城区经营部门,负责在武汉市武昌区经营中国移动的各项电信业务。
在日益残酷的竞争中,在这种挑战和机遇并存的形势下,在中国移动从“移动通信
专家”向“移动信息专家”转型的阶段里,为持续健康的发展,武昌分公司应根据
全业务竞争的特点,分析内外部环境,制定全新有效的营销策略,应对各种挑战。
本文主要通过对武昌移动所处内外部环境的分析,确立了 3G 和全业务竞争时代
武昌移动的营销战略。本文第一章是研究背景、意义、方法及理论基础;第二章运
用 PEST 法分析武昌移动所面临的外部环境;第三章运用 4P 理论分析了武昌移动所
处的内部环境;第四章通过对武昌移动内外部环境的分析,运用 SWOT 分析方法,
找出公司所具备的优势、劣势和存在的机遇、威胁,得出合适的营销战略。最后,
在综合地分析了影响发展的各种因素后,总结出 3G 和全业务竞争时代武昌移动营销
战略目标、战略指导思想等,并从产品、价格、渠道、促销等方面提出适合公司发
展的职能战略,从而形成一整套 3G 和全业务竞争时代武昌移动的营销战略体系。

关键词:全业务竞争运营商营销战略
I
华中科技大学硕士学位论文
Abstract
After 3G licences is issued, munication operators begin to bine.
petition of the domestic munications is more and more fierce. All
the operators have recognized that the time of petition has gone
and the whole petition e. The advent of the new technologies
and new environment means that the original advantages and disadvantages would
possibly change at any time. Mobile, and have carried out strategies
fighting over the customers. The fee is decreasing step by step, and the market
competition is ing increasingly chaotic. Since 1999, in Wuhan, Mobile,
and have taken all measures pete for customers and seize the market.
Wuchang branch is a regional operating unit of China Mobile, with responsibility for
all business in Wuhan Wuchang district. In the increasingly crucial
competition, in the situation with both challenges and opportunities, in order to keep
the lasting and healthy development and confront all kinds of challenges, Wuchang
Mobile should pletely new and effective marketing strategy, according
to the features of 3G and the whole petition, and analysis of the internal
and external environment.
This paper, mainl