文档介绍：华中科技大学硕士学位论文I摘要通信行业是一个高速发展的行业,产品、技术飞速发展,市场竞争也日趋激烈。在国内经济、社会转型发展的大背景下,各电信运营商也积极进行转型,其发展战略逐步由规模主导型向规模效益型转变,目的就是在有限的市场规模中挖掘出新的盈利业务。20世纪90年代以来,迅速发展的电子商务成为互联网应用重要的组成部分之一。中国移动通信公司作为移动通信领域的领先运营商,提出了从“移动通信专家”到“移动信息专家”的战略转型,其中成为“移动信息专家”的战略重点就是进军互联网。中国移动目前可以提供较完整的服务功能,并开通了多种服务渠道。其中,电子渠道在现代信息化的条件下尤为重要,是目前重点发展和加强规范的渠道。中国移动若想继续保持较高的市场竞争力,就必须依托电子渠道进一步展开的电子商务。在上述研究背景下,本文总结了国内外市场营销的理论发展,并回顾了电子商务的研究成果。通过研究当前国内外电子商务的现状,为中国移动广东公司进入电子商务领域提出了具体的战略性建议。本文首先阐述了研究背景、研究意义,并且对相关的文献和理论进行了简要的概述。然后对广东移动实施电子商务战略的外部环境和内部资源能力进行了深入细致的分析,分析其外部和内部的优势与不足。随后对广东移动进行了SWOT分析,找出了其实施电子商务战略的优势、劣势、机会和挑战,从而更加明确的提出具体的措施。最后本文根据交易类型和用户群体对市场进行细分,分别确定各类产品的目标人群。同时本文根据市场营销管理的基本理论、基本方法,将实际问题与之结合,提出了广东移动公司电子商务的具体实施战略。最后为了保障策略实施的有效性,本文进一步提出了关于实施策略的保障措施。关键词:营销策略电子商务移动商城华中科技大学硕士学位论文IIAbstractThe munication industry is a high-speed development of the industry. Theproduct and the technology rapid development, and the petition are more andmore fierce. Under the background of the economy and social transformation, munication operators also actively carries out its development strategy by thescale leadership to the scale benefit transformation. The goal is that excavate new profitin business in a limited market. Since the 1990s, the rapid development of merce,make it e the ponent ofthe application. China pany as a pany put forward the leadingoperators from “munication Expert” to “Mobile Information Expert”strategic transformation, which focuseson merce. can provide pleteservice, and opened the various service channels. to keep high petitiveness must rely on electronic channel to further the above research background, this paper summarizes the domestic andinternational marketing theory development, and reviews the research results of merce. Through the research of the current domestic and merce status quo, for pany into merce field putforward specific strategic paper elaborates the research background, the research significance, andrelevant literature and theory of summarizes briefly. Then on to pany E-b