文档介绍：合肥工业大学
硕士学位论文
合肥电信移动业务营销策略研究
姓名:孔旭耀
申请学位级别:硕士
专业:工商管理
指导教师:李一
2011-05
合肥电信移动业务营销策略研究

摘要

从固网运营商到全业务运营商,移动业务拓展属于一个崭新的课题。本文
通过对合肥电信移动业务运营环境的全面分析和移动业务营销策略的深入研
究,总结出合肥电信开展移动业务营销的现状以及存在的问题,同时利用 SWOT
分析方法、市场营销理论、市场细分理论、客户忠诚理论、营销策略理论从产
品策略、渠道策略、价格策略、促销策略等方面提出了以行业应用为突破口、
稳定价格体系、强化渠道协同、提高渠道人员素质、加大针对性营销等改进措
施,对于合肥电信坚持融合基础上的差异化发展策略,不断扩大市场份额,实
现企业转型目标,保持健康快速发展,具有很强的实际应用意义。

关键词:合肥电信;移动业务;营销策略

III
Research on Mobile Business Marketing
Strategy of China Co., Ltd Hefei Branch

ABSTRACT

From work operators to full business operators, mobile business
development belongs to a brand-new topic. This article prehensive
analysis on operation environment and thorough research on mobile business
marketing strategy of China Co., Hefei Branch, summarizes the current
situation and existing problems on mobile business marketing of China
Co., Hefei Branch, And using the SWOT analysis method, the market marketing
theory, market subdivision theory, the customer loyalty theories, marketing
strategy theory from the product strategy, channel strategy, price strategy,
promotion strategy etc. There is a strong practical significance on insisting on the
basis of different development fusion, constantly expanding the market share
strategies, realizing the goal and keeping healthy enterprise transformation fast
development through putting forward by industry as the breakthrough, stabling
application price system, strengthening channels collaborative, improving staff
quality, increasing targeted channels and other measures.

Keywords:China Co., Hefei Branch; mobile business; marketing strategy;

IV
插图清单

图 1-1 论文结构框架图………………………………………………………………4
图 3-1 客户让渡价值……………………………………………………………….14
图 3-2 合肥电信移动业务运营 SWOT 分析图…………………………………..16
图 4-1 合肥电信现行组织架构图…………………………………………………21
图 5-1 合肥电信营销渠道布局架构………………………………………………27