文档介绍：摘要改革丌放以后,齐河电信业进入快速发展期,固定通信作为基础,首先获得了长足的发展:逐步建成了较完善的网络,固定电话用户数量快速增长。2001年底建成电话县后,齐河通信进入平缓的发展状念,存在着一些问题:固定电话市场份额逐年下降、公司运营状况低于同行业平均水平、长途网络优势不再明显, 固定接入网垄断受到无线接入网的挑战、固定电话存在“热装冷用”的现象。企业发展乏力,开发新技术和新业务成为当务之急。因此,对小灵通的研究和分析是非常必要的。本文首先对小灵通的各个方面的观点进行了归纳总结,结合本地实际情况得出小灵通适合在齐河发展的观点。接下来根据对齐河通信市场的调查,对小灵通进行了市场细分和定位,在调查研究的基础上提出齐河小灵通的发展策略、宣传策略、营销策略、竞争策略和建设方案。在小灵通的经营建设中得出以下结论: l、一项新业务的成功实施依靠对市场的充分研究分析及准确的定位。 2、贴近百姓、服务百姓的品牌形象拉近了同大众的距离。 3、市场的启动需要多种营销策略。 4、快速的网络建设及优化赢得了市场的主动性。 5、采取了有效的应对竞争措施。建议;尽可能的安置大容量基站;增加小灵通业务受理点。关键字:无线市话、PHS、市场分析、营销 ABSTRACT Since the reformation and opens,in Q1HE COUNTY the industry of the electricity spread and video message very SOON enter thedevelopment theperiod,and fixed correspondence behavior and action the foundation,it has acquire first substantial development:establishing work,increasing fixed telephone the end of2001 yearsetting up aftertelephone County,theQIHEcounty’S telegraphy develop gently,and existsome problem:Fixed thetelephone market is descending pany condition is lowerthan thesamemarket,long work is obviously,fixed telephone isfacing thechalinge ofthe radiotelephone,have been a condition:fixing the telephone and no—using it,SO developping the new technique and new business is anew thistime,the research isneed tothe‘'xiaolingtong'’. Firstly thispaper research eachside to“xiao lingtong”,bined nativeand actualcircumstance we get out developing thestandpoint of‘‘xiao lingtong'’in we putup themarket’S subsection and odentaion on thebasesof market investigate theproject ofdevelpping policy,propagandizing policy,saleing pectiving policyandbuilding we get theconclusion inmanaging andbuilding to“xioalingtong’’: ess ofnew business tothe“xioalingtong'’relies on separate study, analysis andexactitude pmpagndize. people,shorten thedistance tothepeople. startup ofmarket needs various salestrategy. building andoptimizing,wins go—aheadism ofmarket. p