景德镇景德镇电信公司小灵通市场营销策略研究

景德镇电信公司小灵通市场营销策略研究

摘 要

小灵通产品在景德镇市从2002年起开始运营,七年来,随着业务的不断发展

和完善及其用户量的不断增长,小灵通这一业务取得了突飞猛进的成绩。至

2005

年底,景德镇全区小灵通用户接近12万户。但是,移动通信市场环境在快速变化,

小灵通市场遭到巨大的市场挑战,从2006年起,景德镇电信公司小灵通用户数开

始萎缩。至2007年底,景德镇全区小灵通有效用户数降至9万户。

在景德镇电信正式运营CDMA业务之前以及运营CDMA业务之后的两年内,

小灵通产品仍然是景德镇电信主要的通信业务和收入来源。本文基于市场营销理

论和竞争优势理论,以景德镇电信公司小灵通业务保存和业务拓展为研究对象,

从宏观环境分析角度上分析了景德镇电信的政治环境、经济环境、社会环境、技

术环境,从微观环境分析角度上分析了景德镇电信的企业内部环境、供应商、营

销中介、客户、竞争者、公众。从而总结出小灵通在景德镇发展的机遇与挑战。

在对景德镇电信公司小灵通进行市场细分之后,进行目标市场选择,进而将目标

市场定位为:大客户金牌网、商业客户金牌网、店面专业市场用户、校园市场以

及工业园用户市场等。在定位目标市场之后再确定景德镇电信公司小灵通的营销

策略。产品策略是将小灵通产品定位为固定电话的延伸,利用小灵通可移动性特

点,将固定电话和小灵通进行组合营销,重点打造“超级无绳”概念,提供满足

消费者需求的电信产品。定价策略是细分用户群,不同用户群采取不同的定价策

略,进行差异化定价,制定有吸引力的价格。分销渠道策略是大力发展社会合作

渠道。扶持社会合作渠道发展,这样才能由快捷、高效的分销渠道将电信产品传

递到目标市场。促销策略是以广告宣传和促销为手段,塑造电信企业公众形象,

设计并传播电信产品能给目标客户带来的利益等各方面的信息。为了使营销策略

得到有效实施必须建立小灵通营销策略实施的支撑体系。营造具有景德镇电信公

司特色的企业文化体系,不断提升景德镇电信公司的整体实力和综合竞争力。并

且建立一整套完善的绩效管理体系,最大限度地激发全体员工的创新创业热情。

本文结合景德镇电信小灵通的现状,对景德镇小灵通市场进行目标市场细分。

分别从产品策略、价格策略、渠道策略和促销策略多个方面提出了切实可行的小

灵通市场营销方案,对景德镇电信公司的业务发展和业务收入有着举足轻重的作

用,对保证景德镇电信在通信市场的市场份额有着重要积极意义。关键词:景德镇小灵通营销策略

1 Abstract

PHS products in Jingdezhen City in 2002, has been operational. Overthe pastseven years, as businesses continue to develop and improve its usersof the continuousgrowth of the PHS business has made rapid progress achieved. To theend of 2005,

Jingdezhen PHS region close to 120,000 users.However, the mobile

telecommunications market in a rapidly changing environment, the PHSmarket was ahuge market challenges.From 2006 onwards, Jingdezhentelecommunications companybegan shrinking number of PHS users. To the end of 2007, Jingdezheneffectiveregional PHS subscribers to 90,000Jingdezhen in thetelecommunications business before the official carrier CDMAoperators and CDMA business after two years, PHS telecommunicationsproducts in

Jingdezhen is still the main source of income and businesscommunications. Based

Marketing Theory and the theory of competitive advantage, TakeJingdezhentelecommunication company Personal Access Phone System servicepreservation andservice development as object of study, Has analyzed the Jingdezhentelecommunication political context, the economic environment, thesocial environment,the technical environment from the macroscopic environment analysisangle, hasanalyzed the Jingdezhen telecommunication enterprise interior

environment, thesupplier, the marketing from the microscopic environment analysisangle intermediary,the customer, the competitor, the public. In carries on the marketsegmentation after

Jingdezhen telecommunication company Personal Access Phone System,Carries on thetarget market choice, Then the target market localization is: Bigcustomer gold medalnet, business customer gold medal net, shop front professional marketuser, campusmarket as well as industry garden consumer market and so on. Afterlocating the targetmarket determines the Jingdezhen telecommunication company PersonalAccess Phone

System' s marketing strategy again. The product strategy is thePersonal Access Phone

System product localization for fixed-line telephone' s extending,uses the Personal

Access Phone System removability characteristic, carries on thecombination marketingthe fixed-line telephone andPersonal Access Phone System, keymaking

“super doesnot have the rope” the concept, provides meets the consumer need thetelecommunication product. The fixed price strategy subdivides theuser group, thedifferent user group adopts the different fixed price strategy,Carries on the variationfixed price, formulates the attractive price. The retailing channelstrategy develops the2 social cooperation channel vigorously. The supportsocial cooperation channeldevelopment, can from, the highly effective retailing channeltransmit quickly like thetelecommunication product the target market. The promotion strategyis take theadvertisements propaganda and the promotion as the method, the moldtelecommunication enterprise public image, designs and disseminatesthetelecommunication product to be able to give the benefit which thegoal customer bringsand so on various aspects information. In order to enable themarketing strategy toobtain the effective implementation to establish the Personal AccessPhone System

marketing strategy implementation the support system. Building hasthe Jingdezhentelecommunication company characteristic enterprise culture system,promotes the

Jingdezhen telecommunication company' s overall strength and thecomprehensivecompetitive power unceasingly. And the establishment one whole setperfectachievements management system, imum limit stimulates all staff' sinnovationundertaking enthusiasmThis article unifies the Jingdezhentelecommunication Personal Access Phone

System' s present situation, carries on the target market segmentationto the Jingdezhen

Personal Access Phone System market. Separately from the productstrategy, the pricestrategy, the channel strategy and promotion strategy many aspectsproposed thepractical and feasible Personal Access Phone System market marketingplan, has thepivotal function to the Jingdezhen telecommunication company' s tradedevelopment and

the business income, to guaranteed that the Jingdezhentelecommunication has the vitalpositive sense in the correspondence market' s market share

Keywords: Jingdezhen Personal Access Phone SystemMarketingStrategy

3 目 录

1. 导论???????????????????????????????????????????????????????????????????

?????????????????????????????????????????????????????1

1. 1 研 究 的 目 的 和 意义???????????????????????????????????????????????????????????????????

??????????????????1

1. 1. 1 研 究 的 目的???????????????????????????????????????????????????????????????????

???????????????????????1

1. 1.2 研 究 意义???????????????????????????????????????????????????????????????????

???????????????????????????1

1.2 研 究 内容???????????????????????????????????????????????????????????????????

?????????????????????????????????2

1.3 研 究 方

法???????????????????????????????????????????????????????????????????

?????????????????????????????????3

2. 相 关 理 论 基础???????????????????????????????????????????????????????????????????

?????????????????????????????????????4

2. 1 市 场 营 销 理论???????????????????????????????????????????????????????????????????

??????????????????????????4

2. 1. 1 市 场 营 销 定义???????????????????????????????????????????????????????????????????

???????????????????4

2. 1.2 市 场 营 销 理 论 演 变 过程???????????????????????????????????????????????????????????????????

????4

2. 1.3 市 场 营 销 的 内容???????????????????????????????????????????????????????????????????

???????????????5

2. 1.4 现 代 营 销 认 识 的 几 个 转变???????????????????????????????????????????????????????????????????

7

2. 1.5 市 场 营 销 理 论 在 电 信 行 业 的 应用???????????????????????????????????????????????????????8