文档介绍：山西财经大学
硕士学位论文
忻州联通3G营销策略研究
姓名:罗斌宏
申请学位级别:硕士
专业:企业管理
指导教师:邰苎
2009-03-30
摘要
随着移动通信的迅猛发展,移动电话替代固话的趋势越来越明显。作为固话运营商的忻
州联通面临前所未有的挑战,要迎接这种挑战,进行战略转型、开展移动业务、实施全业务
经营势在必行。
本文分析了忻州通信市场与行业现状,总结了国外运营商业务发展的经验与教训,研
究忻州市场用户需求并进行市场细分,采用分析法深入分析忻州业务市场的竞争
态势,提出忻州业务市场定位与战略目标,即实施客户满意度战略,以竞合的观念推行成
本领先和差异化竞争战略。
从战术上讲,忻州联通要强化服务,充分利用全业务经营优势,推行产品组合营销;要
提高网络质量,打造客户和业务品牌,结合品牌和质量,灵活科学地制订不同客户群体的价
格标准;要完善现有渠道,拓展外部渠道,利用网络营销,丰富营销渠道;同时应选择适当
的媒体组合和宣传方式,实施整合传播营销。
在获得牌照后,忻州联通成为真正的全业务运营商。忻州联通要发挥整体优势,促进
业务发展,一是发挥固网优势,实施多业务捆绑促进营销。二是积极探索固话、网
络融合业务,为忻州联通有效利用物力资源,充分发挥综合运营商的独特优势,促进业务
的发展打下基础。

【关键词】市场需求营销战略基本策略保障体系
3
Abstract
With the rapid development of munication, cellular phones alternative fixed-line
trends are ing evident. As fixed-line operator, China Xinzhou faces an
unprecedented challenge. It is necessary to meet this challenge, to engage in strategic restructuring
and carry out mobile business. The implementation of the whole business is imperative.
This paper analyzes munications markets and the industry status quo in Xinzhou. It
sums up the 3G business development experience and lessons learned from foreign operators. It
researches the 3G market demand and market segmentation in Xinzhou, and uses SWOT to analyze
the 3G petition in the market situation of Xinzhou. The paper proposes the 3G
business market positioning and strategic objectives for Xinzhou, ., the implementation of
customer satisfaction strategy to implement the concept peting cost leadership and
competitive strategy of differentiation.
From the tactical perspective, Xinzhou needs to strengthen services to take full
advantage of the whole business advantages and implement portfolio marketing. It should improve
network quality, build customer and business brand. bining brand and quality, Xinzhou
needs to draw up different price standards for different customers groups, in flexible and
scientific way. It also needs to improve t