文档介绍：北京邮电大学硕士研究生学位论文摘要移动通信运营商营销战分析摘要目前我国的移动通信市场迅猛发展,***和中国联通两大移动运营商的竞争日益激烈,价格战在各地此起彼伏,广告战的***味也日趋浓厚。管制的趋势是有效竞争,可以预见的是,未来移动运营商的竞争将主要体现为营销之争,用户之争。本文以品牌为主线,通过对代表性案例的分析,对国内移动运营商的营销战进行总体回顾,从中总结出不同运营商的营销战略和策略,并结合企业优势/劣势分析,对移动运营商的未来发展提出了一定的建议。本文的主要工作如下: 1)用营销战的思维体系来分析移动通信领域的营销战学者艾尔·里斯与杰克·特劳特提出营销战理念,使营销理论从“顾客导向”发展到“竞争者导向”。他们通过分析可乐战、啤酒战、计算机战等案例说明了在一般产品的领域的营销战。目前,对于电信领域特别是移动通信领域的营销战分析还是一个空白,本文将填补这个空白。 2)提出“”模型在分析移动通信领域营销战的基础上,提炼出客户、品牌、业务三大营销要素,并将三者之间的关系模型化,分别应用于***和中国联通,分析和对比两者在“”模型上的区别。 3)对现有移动运营商提出营销战略建议应用“”模型的分析结果,总结出企业的优势/ 劣势,对移动通信运营商提出营销战略建议以及执行的关键。关键词:进攻防御客户业务品牌北京邮电大学硕士研究生学位论文摘要 ABSTRACT With China munication market developing at a very rapid rate,petition between thetwo mobile operators,China Mobile and China ,is getting has been almost everywhere,and advertisements campaign launched by the mobile operators ing more foreseeable futureis thatmore operators willjoin inthearea,and regulation’S evolution trend tends to 1ead to know that the petition will mainly embody other words, isimportant foroperators tohave a marketing advantage petition. Focusing on brand,this thesis gave athorough summary of the marketing warfare going OD inChina munication area by representative case that,the thesismade aspecific strategy suggestion for eachmobile operator. The following iSthemain contribution ofthisthesis: 1)Making a systematic analysis ofmarketing warfare between mobile operators The author who brought forward theconcept ofmarketing warfare had made marketing warfare analysis infieldssuch as cola,beer remains ablank foranalysis ofmarketing warfare in munications theblank. 2)Bringing forward amarketing model ofCustomer-Brand-Service On thebasis ofanalysis,the thesisabstracted threefactors:Customer, Brand,Service,and modelize the relationsbetween thesis made acomparison between China Mobile and China through modelization analysi