西安关于电信宽带业务营销策略的探讨

重庆电信宽带测速时间:2021-04-21 阅读:()

关于电信宽带业务营销策略的探讨

北邮网络学院毕业设计论文

题目关于西安电信分公司宽带业务营销策略的探讨专业 工商管理学生姓名 郭丽娟136110543110001 导师姓名张静

关于西安电信分公司宽带业务营销策略的探讨

摘要

西安电信要想在当前复杂多变的环境中在宽带业务上获得持续竞争优势

寻求更大发展就必须对自身的优势与劣势、面临的机遇与挑战有个全面清醒认识必须运用最符合实际的市场营销思想来经营宽带业务制定出适合实际情况的营销战略。本文采用理论结合实践的方法在对企业进行实际调研的基础上综合运用市场营销、战略管理等理论对西安电信宽带业务的市场营销策略进行研究。目的是促进西安电信在激烈的宽带业务竞争中建立并保持可持续发展的竞争优势。本文运用SWOT分析、市场细分理论、 4P理论等市场营销理论知识对西安电信业务市场进行了细分重新确定了公司业务的目标市场提出了适合西安电信宽带业务发展的市场营销组合策略分别从产品策略、价格策略、渠道策略、促销策略等方面进行了阐述和分析在产品策略中又重点针对产品质量、产品组合营销 品牌、服务等方面进行了细化分析在促销策略中又重点针对广告宣传、优惠政策促销、人员促销、公共关系等方面进行了细化分析。最后提出了各项营销策略顺利实施所需的保障措施。希望能够对西安电信宽带业务未来的生存和发展提供一定的参考和借鉴作用。

关键词: 西安电信、宽带业务、营销策略

关于西安电信分公司宽带业务营销策略的探讨

Abs tract

Telecom to shangluo in the current complicated and changeable environmentto gain sustainable competitive advantage in broadband business, seek greaterdevelopment, must be on their own advantages and disadvantages, opportunitiesand challenges facing a comprehensive recognition, must use the mostpractical marketing ideas to broadband business, to develop a marketingstrategy suitable for the actual conditions.This article adopts the method oftheory combining with practice, on the basis of practical investigation andresearch in enterprises, the integrated use of marketing, strategic managementtheory, such as the marketing strategy of telecom broadband in shangluo. Thepurpose is to promote telecom broadband business in the fierce competition inshangluo establish and maintain the sustainable development of competitiveadvantage. In this paper, SWOT analysis, market segmentation theory, and thetheory of 4p marketing theory knowledge, practical for telecommunicationmarket segmentation, to determine the target market of the company, putforward the suitable marketing mix strategy of telecom broadband businessdevelopment in shangluo, respectively from the product strategy, pricestrategy, channel strategy, promotion strategy and so on are expounded andanalyzed, in the product strategy, and focus on product quality, productmarketing, brand, service and so on has carried on the detailed analysis, inthe promotion strategy, and focus on advertising, sales promotion preferentialpolicy, personnel, sales promotion, public relations and so on has carried onthe detailed analysis. Finally, put forward the marketing strategiesrequired for the smooth implementation of safeguard measures. Hope to be ableto survival and development for the future of telecom broadband shangluoprovide certain reference and reference.

Keywords: Telecom shangluo ;broadband; The marketing strategy

关于西安电信分公司宽带业务营销策略的探讨

1、引言-------------------------------------------------------------1

1. 1、研究背景---------------------------------------------------1 1.2、

研究内容---------------------------------------------------1 1.3、研究目的-

-------------------------------------------------- 1 1.4、研究思路-----------

----------------------------------------1 2、西安电信分公司宽带业务的发展现状

及存在问题分析-------------------2

2. 1、宽带业务接入技术的介绍-------------------------------------2 2.2、

宽带业务的定义---------------------------------------------3 2.3、西安电信宽

带业务发展现状-----------------------------------3

2.3. 1、网络能力----------------------------------------------3 2.3. 2、用