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MBA硕士论文_山东联通集团客户创新业务营销策略研究DOC

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文本描述
摘要1
ABSTRACT2
胃1章导论4
1.1研究背II与意义
4
1丄1研究背景
4
1.1.2研究意义
4
1.2研究思路及方法
5
1.2.1研究思路
:
5
1.2.2研究方法
5
第2章相关理论综述
6
2.1PEST环境分析理论
6
2.2波特竞争分析模型
6
2.3SWOT
7
2.4目标市场战略理论
8
2.5营销组合策略理论
9
第3章山东联通集团客户创新业务营销现状
11
3.1山东联通介绍
11
3.1.1中国联通概况
11
3.1.2山东联通概况
11
3.2集团客户创新业务营销现状
12
3.2.1集团客户介绍
12
3.2.2专业线组织架构
12
3.2.3创新业务介绍
13
3.2.4创新业务发展现状及存在问题
18
第4章山东联通集团客户创新业务营销环境分析
20
4.1宏观环境分析
20
I山东大学硕士学位论文
4.1.1政治环境分析
20
4.1.2经济环境分析
21
4.1.3社会环境分析
21
4.1.4技术环境分析
22
4.2
23
4.2.1行业内竞争者分析
23
4.2.2买方议价能力分析
24
4.2.3供应商分析
24
4.2.4潜在竞争对手分析
25
4.2.5替代产品分析
25
43SWOT ^
26
4.3.1内部优势
26
4.3.2内部劣势
26
4.3.3外部机遇
26
4_3.4夕卜部威胁
27
第5章山东联通集团客户创新业务STP战略
29
5.1创新业务市场细分
29
5.1.1按客户需求进行细分
29
5.1.2按行业属性进行细分
29
5.2创新业务目标市场选择

31
5.2.1目标市场一:重点攻坚和专项客户
31
5.2.1目标市场二:关键行业客户
31
5.3创新业务目标市场定位
32
第6章山东联通集团客户创新业务营销策略优化
33
6.1产品优化策略
33
6.1.1平台类产品
33
6.1.2综合类产品
37
6.1.3组合类产品
39
6.2格优化策
39
II
山东大学硕士学位论文
6.2.1创新业务价格特点
40
6.2.2影响制定价格的因素
40
6.2.3制定价格策略
40
6.3渠道优化策略
41
6.3.1自有渠道优化策略
41
6.3.2社会代理渠道优化策略
44
6.3.3线上电子渠道优化策略
45
6.4促销优化策略
46
第7章营销策略实施保障措施
47
7.1加强组织机构保障
47
7.2健全工作推进机制
48
7.3创新投资运营模式
52
7.4加强人才队伍培养
52
7.5优化工作支撑流程
52
胃8章结论
56
附录1:图目录
57
附录2:表目录
58
考文献59
m 6i
in山东大学硕士学位论文
Content
Chinese Abstract

1
ABSTRACT2
Chapter 1 Introduction

4
1.1Background and significance of the research
4
1.1.1Background of the research
4
1.1.2Significance of the research
4
1.2Research ideas and methods
5
1.2.1Research ideas
5
1.2.2Research methods
5
Chapter 2 Relevant Theory Reviews
6
2.1PEST environment analysis theory
6
2.2Bort competition analysis model
6
2.3SWOT analysis theory
7
2.4Market segmentation strategy theory
8
2.5Marketing mix strategy theory
9
Chapter 3 Analysis on the Present Situation of the Marketing of Innovation Business
of Shandong Unicom
11
3.1Overview of shandong unicorn
11
3.1.1Overview of China unicorn
11
3.1.2Overview of Shandong unicorn
11
3.2Marketing overview of group client innovation bussiness
12
3.2.1Overview of group clients
12
3.2.2Organization structure of professional line
12
3.2.3Overview of innovation bussiness
13
3.2.4The development situation and problem of innovation business
18
Chapter 4 Marketing Environment Analysis
20
4.1 Macro environment analysis
20
4.1.1 Political environment analysis
20
IV
山东大学硕士学位论文
4.1.2Economic environment analysis
21
4.1.3Social environment analysis
21
4.1.4Technical environment analysis
22
4.2Five competitive analysis analysis
23
4.2.1The analysis of the industry rivalry
23
4.2.2The analysis of the customers
24
4.2.3The analysis of the suppliers
24
4.2.4The analysis of the new entrants
25
4.2.5The analysis of the substitutes
25
4.3SWOT analysis
26
4.3.1Internal advantage..
26
4.3.2Internal disadvantage
26
4.3.3External opportunities
26
4.3.4External challenges
27
Chapter 5 Stp Strategy
29
5.1Market segmentation
29
5.1.1Segmentation according to customer requirements
29
5.1.2Segmentation according to industry attributes
29
5.2Target market selection
31
5.2.1The first target market : key fortified and special customers
31
5.2.2The second target market: key industry customers
31
5.3Target market positioning

32
Chapter 6 Optimization of the Marketing Strategy for Innovation Bussiness.... 33
6.1Strategy of Product optimization

33
6.1.1The type of platform products
33
6.1.2The type of integrated products
37
6.1.3The type of composite products
39
6.2Strategy of Price optimization
40
6.2.1The characteristics of innovative business price
40
6.2.2The factors of influencing price
40
6.2.3The strategys of formulating price
40
v
山东大学硕士学位论文
6.3Strategy of channel optimization
41
6.3.1Own channel
41
6.3.2Social agent channel
44
6.3.3Online electronic channel
46
6.4Strategy of promotion optimization

46
Chapter 7 Marketing Strategy Implementation PLANs
48
7.1Strengthen organizational protection
48
7.2Improving the mechanism of promoting the work
49
73 Innovating investment operation model
53
7.4Strengthen the training of qualified personnel
53
7.5Optimizing the work support process
53
Chapter 8 Conclusion
57
Appendix l:Figures Index
58
Appendix 2:Tables Index
59
References60
Acknowledgements
62
VI山东大学硕士学位论文
中文摘要
当前,全球信息通信产业价值中心从通信服务向信息服务转移,国际标杆运营
商己将发展创新业务作为战略愿景的重要组成部分,在某些业务领域设立专门承
载部门,并开始获得一定用户和收益。
中国联通自15年全面实行聚焦战略,希望通过三至五年的努力,公司战略转
型升级取得重大突破,进一步完善体制机制,有效发展基础业务,重点突破创新业
务,公司在整体创新、行业竞争及客户价值创造方面的能力全面提升。尤其是在创
新业务发展实现规模突破,在物联网、云计算/IDC、产业互联网领域打造百亿级产
业,形成高效的创新经营机制。当前,山东联通的创新业务是集团客户业务的重要
组成部分。本文以山东联通为例,研究运营商开展创新业务的营销策略。
本文首先从集团客户业务分类、创新业务产品体系、营销能力等方面剖析山东
联通集团客户创新业务现状。然后,充分运用PEST分析法、波特五力模型对山东
联通的内外部环境进行分析,并通过SWOT模型总结出山东联通面临的机遇和挑
战,自身的优劣势,得出山东联通的战略选择。最终,基于上述分析,从市场细分、
产品、价格、渠道、促销等方面提出创新业务的整体优化策略,并从机构设置、营
销组织、服务支撑等方面提出策略优化保障措施。本文的研究成果,不仅是电信行
业创新业务营销理论研究领域的大胆尝试,并能对山东联通创新业务的营销从实
践上进行指导。
关键词:运营商,集团客户,创新业务,营销策略
1
山东大学硕士学位论文
ABSTRACT
At present, the value center of the global information and communication industry has
been transferred to information services from communication services and international
benchmarking operators have to develop innovative business as an important component
of the strategic vision, in some areas of business set up special bearing departments, and
began to certain users and revenues.
China Unicom has implemented the focus strategy since 2015, who hopes that by the
efforts over the next three to five years, significant progress can be made in enterprise
strategic transformation,basis for business development,the key breakthrough of
innovation business, systems and mechanisms to be more perfect, innovation ability,
international competitiveness and value creation ability will be promoted
comprehensively. Especially in the business development to achieve scale, form the
Internet of things, cloud computing/IDC, industrial grade 3 billions Internet business,
form efficient management mechanism innovation. Currently, the innovative business in
Shandong Unicom is an important part of customer services. Taking Shandong Unicom
as an example, this paper studies the strategies of operators to carry out innovative
business.
Firstly, this essay analyzed the current situation o