无极县中国电信市场营销策略研究

论文编号:GS177  论文字数:26549,页数:37 附任务书,开题报告,文献综述

摘    要
 随着通信技术的飞速发展，它越来越多的应用到人们生活中。现代通信行业有如下特点：产品更新速度快，技术周期短；技术垄断优势越来越难以维持；市场竞争异常激烈；与顾客的真正需求越来越接近。通信企业要保持行业领先地位，并拥有竞争优势，就必须有一套能克敌制胜的市场营销战略。
 中国电信在通信行业是一个后起步者，与中国移动和中国联通相比，无论是从消费者的认知度、了解程度来说，还是从消费者对其的信任程度和市场占有率来说，其都处于劣势状态，当然中国电信无极县分公司也不例外。为了提高无极县中国电信在消费者心目中的认知程度，使消费者在购买通讯产品时以中国电信的产品作为首选，增加公司的营业利润。本文首先从中国电信所处的整体环境进行分析，再根据无极县的具体环境进行分析研究，最后制定出相应的营销策略，使无极县中国电信能够在竞争中得到生存发展。
 
 关键词：中国电信；消费者；营销策略

Discussion on marketing strategies of China
Telecom in WuJi
Abstract
 With the rapid development of communication teconology, it is increasingly used in people’s lives. Modern communications industry has the following features: faster product updates, technical short cycle; technology more and more difficult to maintain the monopoly advantage; market is fiercely competitive; and closer to the real needs of customers. Telecommunications companies to maintain industry leadership and competitive advantage, it must have a marketing strategy to defeat the enemy.
 Compared with China Mobile and China Unicom, China Telecom in the telecommunications industry is a post-staers. Both from a consumer’s awareness, understanding of it, or their level of trust from the consumers and market share for China Telecom is the state at a disadvantage..Of course, the WuJi county branch of China Telecom promise is no exception. WuJi County, China Telecom, in order to enhance the eyes of the consumer awareness .Communications products for consumers when purchasing products to China Telecom as the preferred and increase the company’s operating profit. Firstly, China telecom from the overall environment were analyzed. Then according to the specific environment Wuji County Analysis . Finally worked out the corresponding marketing strategy, make WuJi China telecom able to survive in the competition.

Keywords: China telecom; Consumer; Marketing Strategies

目    录
1 绪论 1
 1.1  研究背景、目的及意义 1
 1.2   研究思路和论文框架 2
2 市场营销相关理论 4
 2.1  市场营销定义 4
 2.2  市场营销战略理论基础 5
3 中国通信行业市场分析 7
 3.1  中国通信行业宏观环境分析 7
 3.2  中国通信行业微观环境分析 10
 3.3  中国通信行业市场现状分析 12
4 无极县中国电信环境分析 15
 4.1  县域环境分析 15
 4.2  竞争分析 17
 4.3  无极县消费者需求分析 18
 4.4  无极县中国电信SWOT分析 22
5 无极县中国电信的营销策略 24
 5.1  无极县中国电信的营销策略 24
 5.2  目标市场营销策略实施保障 29
结束语 31
参考文献 32
致谢 33
附录 调查问卷 34

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